Gen Z Will Change the World (Vol.3) eBook

STATE OF THE YOUTH NATION
Gen Z Will
Change the World
eBook Series Vol.3 / 3
Originally produced by YouthSight*
SAVANTA.COM
m a k e b e t t e r d e c i s i o n s

Savanta is a full-service global market research and data insight
company that helps busisnesses make better decisions.
London
New York
Amsterdam
54 Bermondsey Street
London
SE1 3UD
UK
666 Third Ave.
7th Floor
New York NY 10017
USA
Weteringschans 165
1017 XD
Amsterdam
Netherlands
better.decisions@savanta.com
+44(0)20 7632 3434

G E N Z W I L L C H A N G E T H E W O R L D V O L . 3
Who are Gen Z
in 2021?
We describe Gen Z as the generation
of young people born from 1995
onwards.
As of today (2021) the oldest are
currently 26 years old.
*This eBook was originally produced
by the YouthSight team - who are
now part of Savanta
1

G E N Z W I L L C H A N G E T H E W O R L D V O L . 3
No other research agency
knows more about Gen Z
Our bespoke research is informed by
exclusive tracking data from the UK's
leading Gen Z insight tracker, State of
the Youth Nation.
This eBook provides the stories and
patterns that have emerged from our
tracking data to reveal how Gen Z love
to spend their free time. Read on to
learn how Gen Z are effecting change
and how you can use this insight to
shape your marketing strategy.
Savanta was born when eight best-in-class agencies, all specialists
in their fields, joined forces to offer big agency benefits, while
retaining a refreshingly boutique mindset.
Since conception, we’ve expanded our sector expertise by adding
more agencies to our family.
The result? A full range of integrated intelligence services at global
scale, married to deep sector, issue and methodological expertise,
delivered with an entrepreneurial spirit and client-first mindset.
All to help our clients. Make Better Decisions.
2

G E N Z W I L L C H A N G E T H E W O R L D V O L . 3
What's covered in
this eBook...
Gen Z will change:
The way we value data
The way we trust
How we think about our minds &
bodies
How we bring purpose to our
lives
3

G E N Z W I L L C H A N G E T H E W O R L D V O L . 3
Gen Z will change the
way we value data
They say that data is the ‘new natural
resource’ and with everyone sharing,
tracking and analysing their personal
data, the current trend to personalise
products and experiences is about to
go into overdrive.
Personal data is a big business as it
allows brands to personalise their
consumers' experience to sell more
products and services.
66 %
DID YOU KNOW...
6 6 % o f G e n Z u s e
t e c h n o l o g y t o
m o n i t o r t h e i r l i f e
( e . g . f i t b i t )
Source: State of the Youth Nation, April
2019, n=1036
Research has found that by offering a
personalised experience online, 49% of
consumers spontaneously bought
something.
4

G E N Z W I L L C H A N G E T H E W O R L D V O L . 3
Personal data will
become the new
global currency
The future isn’t about using data to
sell more products and services, the
future is about using personal data as
a way to buy products and services.
These companies have already
created Personal Data Exchanges to
help people monetise their personal
data.
In the future, people may swap their
date of birth for an ad free version of
an app and as we already know how
valuable personal data is, it's just a
matter of when transacting with
personal data will go mainstream.
How will you use personal data in
your organisation?
5

G E N Z UW NI L L I KC EHL Y A NC GO E UTP HL IE N GW O R L D V O L . 3
Gen Z will change
the way we trust
People talk about
trust being at an all
time low and you just
have to look at official
sources like the
Edelmen Trust Index
to see that that 6 in 10
Britons believe that
the government
doesn't listen to
people like them.
And if you look at Gen
Z, the picture gets
worse.
We now live in a fact
checking age with
sites like Snopes.com
helping the public
check whether the
content they see,
read and hear is true.
DID YOU KNOW...
6 7 % o f G e n Z s a y t h e i r t r u s t
i n t h e g o v e r n m e n t i s a t a n a l l
t i m e l o w
Source: State of the Youth Nation, June 2019, n=1034
6

G E N Z W I L L C H A N G E T H E W O R L D V O L . 3
But it's not that
simple...
In the future, transparency
will be even more key
Fake news (i.e. someone making a
claim that something is false) is one
thing. A game of he said, she said.
What's more worrying is that we have
Deep Fakes – where words and actions
can be manipulated – so you can’t
believe what’s in front of your eyes.
Will Gen Z's starting point be
distrust?
And if the starting point is
distrust, what does that mean for
our faith in brands?
How will you prove the validity of
what you are communicating?
7

G E N Z W I L L C H A N G E T H E W O R L D V O L . 2
G E N Z W I L L C H A N G E T H E W O R L D V O L . 3
Gen Z will change the ways we think
about our minds and bodies
Gen Z carry with them a sense of being
vulnerable. There’s been lots of
discussion in the media about an
epidemic of mental health issues
affecting the young.
Gen Z have pivoted from the 'body
beautiful' to 'strong not skinny' –
refocusing heir attention to wellness
and self-care.
They are taking a more holistic view of
their health, appreciating the
interconnectedness of the body and
mind.
DID YOU KNOW...
1 in 4
o f G e n Z p r a c t i s e
m i n d f u l n e s s /
m e d i t a t e w e e k l y
Source: State of the Youth Nation
February 2019, n=1034
8

G E N Z W I L L C H A N G E T H E W O R L D V O L . 3
Gen Z are not afraid of turning to
technology to optimise their health
Project Underskin is a concept from
the creators of FitBit which involves
the implantation of a digital tattoo
that acts like an Apple Watch. It lights
up in different patterns to display realtime
biometric data and acts as an
identity key for your digital life.
However, there will always be new
cosmetic procedures and new medical
advances. For example, genetic
modification has only just begun...
Will Gen Z ever be satisfied that they
have reached optimum health or will
they keep striving for more?
9

G E N Z W I L L C H A N G E T H E W O R L D V O L . 3
Gen Z will change how we
bring purpose to our lives
A large part of how we bring purpose
to our lives comes from our education
and employment.
More young people than ever, as a
proportion of the population, are
getting a university education. In the
UK alone, it has increased from around
18% in 1970 to nearly 50% now.
Employability is consistently cited as
the second most important reason for
going to university and proving
employability is now key to every
universities' marketing strategy.
DID YOU KNOW...
E m p l o y a b i l i t y i s
t h e s e c o n d m o s t
i m p o r t a n t r e a s o n f o r
g o i n g t o u n i v e r s i t y
Source: Undergraduate Success Tracker
1

But what will the role of education be
when AI will be able to do everything any
person has ever done?
A survey of experts at an AI conference
predicted that AI will be able to
perform any intellectual task a human
can by 2050.
This will redefine the jobs landscape,
potentially eradicating many traditional
entry level jobs for young people and
hitting many established careers and
professions like accounting, medicine
and law.
Gen Z will be a self-taught generation -
adapting to gain skills like imagination,
passion and resilience that by and large
aren't taught in school, colleges or
universities and will equip them for the
future.
How will you prepare for a generation
with new skills to bring to the workplace?
The only way out? Adaption.
The current education system will no
longer be fit for purpose if
employability isn’t our end goal.
1

G E N Z W I L L C H A N G E T H E W O R L D V O L . 3
Want to
learn more?
Book a demo
A State of the Youth Nation subscription helps leading
brands make better youth market decisions.
Our tracking product will equip you with the tools to
better engage with young people, and put the drivers that
shape their worlds at the heart of your team's youth
market decisions.
Annual subscription gives you instant access to:
Latest Gen Z insights - Be better prepared with the
most up-to-date tracking data (nat rep)
Regular webinars - Who is Gen Z? How to get cut
through? What drives loyalty? Best practice 101
Gen Z and your business - We will deliver an actionorientated
insight deck to inspire change.
1

G E N Z W I L L C H A N G E T H E W O R L D V O L . 3
Subscribe today
and save on your
research budget
Find out more:
youth.practice@savanta.com
Book a demo
1

SAVANTA.COM