IPSOS Generation Z do they exist and what influences them

The IPSOS Generation Z report highlights several key trends and influences for Generation Z

1. Digital Natives: Generation Z, born between the mid-1990s and early 2010s, is the first truly digital-native generation. They are highly connected and rely heavily on technology for communication, entertainment, and information.
2. Diverse and Inclusive: Gen Z is known for its diversity and inclusivity. They embrace diversity in race, gender, sexuality, and other aspects, valuing equality and social justice.
3. Social Media Dominance: Social media plays a significant role in the lives of Gen Z. Platforms like Instagram, TikTok, and Snapchat are central to their social interactions, self-expression, and forming identities.
4. Concern for the Environment: Gen Z is environmentally conscious and concerned about climate change. They are more likely to support sustainable practices and brands that demonstrate environmental responsibility.
5. Entrepreneurial Spirit: Many Gen Z individuals have an entrepreneurial mindset, seeking independence and creative freedom. They are drawn to opportunities for self-employment and entrepreneurship.
6. Mental Health Awareness: Gen Z places a strong emphasis on mental health and well-being. They are more open to discussing mental health issues and seek resources and support to cope with stress and anxiety.
7. Political Engagement: Despite being young, Gen Z is politically engaged and passionate about social issues. They are active participants in movements related to social justice, equality, and human rights.

Overall, Gen Z is characterized by its digital fluency, diversity, social consciousness, and desire for authenticity and meaningful connections. These factors shape their attitudes, behaviors, and consumption patterns.