The Rise of Gen-Z

02 July, 2024

The Rise of Gen-Z

In the ever-evolving landscape of demographics, Generation Z, born between the mid-1990s and early 2010s, has emerged as a formidable force; shaping culture, technology and society.

As of 2023, Gen Z accounts for 15% of the UK population. This generation grew up with rapid digital changes experiencing the boom of smartphones, wearables and virtual assistants, among other disruptive tech.

Often characterised by their digital nativism, progressive outlook and entrepreneurial spirit, Gen Z is set to redefine norms, challenge conventions and lead us into a new era of innovation and influence.


Cultural influence:  

With their unlimited access to information and diverse perspectives via the internet, social media and other digital platforms, they are catalysts for social change and advocates for inclusivity, sustainability and social justice.

They have strong opinions about the world they live in and they are not afraid to voice them. Having grown up surrounded by diversity, they are challenging traditional social structures and are committed to diversity and inclusion even if it doesn’t directly affect them.

Gen Z's cultural impact is profound and far-reaching.


Digital nomads:

Being the first generation growing up in this hugely digitalised landscape, Gen Z is inherently tech-savvy and adept at navigating the digital change. They are early adopters of emerging technologies and are driving innovation across various sectors, from artificial intelligence and blockchain to augmented reality and renewable energy.

These digital nomads make faster and more informed decisions about their purchases which has created a higher level of brand engagement than ever before.


Educational paradigm shift:

Gen Z's approach to education is vastly different from previous generations. They value experiential learning, personalisation and real-world applicability over traditional classroom settings. As such, they are challenging the conventional education system and demanding reforms that cater to their diverse learning styles and interests.

Online learning platforms, remote work and project-based learning are becoming increasingly popular among Gen Z students, reflecting their desire for flexibility, autonomy and practical skills development.


Consumer behaviour and brand engagement:

To fully understand Gen Z, it is vital to consider the global events that have shaped their worldview. This generation has lived through numerous economic crises, the rise of the internet, climate change and the COVID-19 pandemic. All these factors affect their expectations of brands.

They prioritise authenticity, sustainability and social responsibility when making purchasing decisions and are more likely to support brands that align with their values and beliefs.


As the first generation to grow up in a world connected online, they are massively influenced by the digital world. According to research from Mintel, 98% of Gen Z use social media, with many turning to TikTok to research products before purchasing online.

Gen Z's reliance on social media and peer recommendations has transformed marketing strategies, emphasising the importance of influencer marketing, user-generated content and authentic brand storytelling in engaging this demographic.



Recruitment Entrepreneur, (2024)

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