Understanding Generation Z

I came across this fact the other day, 25% of today’s world population and 30% of workers in 2030 will be Generation Z. So understanding their way of life will be important for us in the future. 

If you were asked what Gen Z was or meant, would you know? No, me neither. Great start!

Members of the Gen Z years were born between 1997 and 2012. So as of the end of 2023, their age range is anywhere from 11 to 26. They are commonly referred to as the first fully “digitally native” generation. They have grown up with social media and smartphones, and they’re used to living in a digital-first world. Both my Sons are part of this and as I watch them grow and turn into Men, I sometimes wonder how they would be if they were born in my era. When I look back at things I did when I was growing up and compare them to what my two are doing now, life couldn’t be more different.

Watching television in my day consisted of three channels, BBC 1, BBC 2, and ITV. I remember the excitement around the country when we got another one with the release of Channel 4. Sky has brought in loads of channels to our screens, but the majority of the Gen Zers (if that’s a word?) are watching YouTube or “reels” on Instagram and TikTok. We can watch a live football game virtually daily now, but back in the day it was highlights on Match of the Day on Saturday nights and The Big Match on Sunday afternoons. In fact, the only live game was the FA Cup Final in May.

Drinking in a pub in my day was one of the ways you went out and met people. Friday and Saturday nights would be the nights you’d mainly go out. You’d start in a pub, move onto a nightclub and finish your night off with a takeaway. Nowadays, a lot of the talking and meeting people is done online. Gen-Z drink on average 20% than millennials, who also drink less than the previous generation, mainly because of an increased awareness of the dangers and effects of alcohol and the rise of health-consciousness as a lifestyle. In fact, an overwhelming 86% of Gen-Z consumers believe that their mental health is as significant as their physical health when considering drinking alcohol.

I can remember I was desperate to pass my driving test growing up as a teenager. As soon as I was old enough, I’d be out practising as much as I could in my Mum and Dads cars. I was gutted when I failed the first time, but I soon got a cancellation and I passed the second time. That same desperation isn’t the same amongst Generation Z, in fact, my eldest son Jacob, at 18 years of age, hasn’t even asked me yet. Electric scooters, of which my son has one, seems to be the most popular mode of transport. 

Even our own language could be changing. Beloved insults like plonker, tosspot, git, pillock, berk and numpty in danger of dying out, warns a new study. 

Gen-Z jibes are more likely to include calling somebody a “Karen”, meaning an entitled moaner or “basic”, referring to the fact they have mainstream tastes. 

“Fam”, is a shorter word for family, but don’t be fooled—it can be used to describe your friends too. “Bro”, It is often used as a casual and friendly way to address someone, similar to “mate.” It can be used to refer to a male friend or acquaintance, but it is also sometimes used more broadly to refer to anyone, regardless of gender.

Phone emojis are also commonly used as insults, such as sending somebody a clown or sending a person a thumbs up as a sarcastic response to something they said. And I thought it was me agreeing to something!

Social networks have become the gateway to all areas of life for this generation. Through them, they make purchases and communicate with brands, they learn and are informed about what is happening in the world. They also rely on social networks and content creators to learn how to manage their finances, communicate with their communities and feel comfortable sharing tips and experiences. So while I’m posting “boring” things on Facebook, known to my two, as “for old people only”. They are posting stories on Instagram or TikTok, adding cool music in the background by an artist I’ve never heard of. I like to think I’m down with the kids, but clearly I’m not!

Richie is the MD at Pirates, the island’s number one night out featuring Adventure, Reloaded and Gringos. Subscribe to receive his blogs at http://www.dadtaximallorca.com

Follow him on Twitter @DadTaxi1 & Instagram @dad.taxi, or feel free to email him at rprior@globobalear.com