While the “Gen Z are killing” conversation is still emerging, we can expect to see it grow as this generation gets older and develops more buying power.

Let’s dive into these initial trends to see what Gen Z are having an impact on.

Gen Z have killed the grind

The biggest subcategory in the Gen Z conversation surrounds work culture: Gen Z are changing when we work, where we work, and what we’re working for.

In a post-pandemic, more flexible world, Gen Z have a unique perspective on what it means to work a corporate job. They’re entering the workforce at a time where working from home was the norm, and now they’re shaking it up. Equally, they want to make a difference with their work, prioritizing feeling valued and making a difference.

We used Brandwatch Consumer Research to see what the wider conversation about Gen Zs and worklife looks like. And chatter is on the up.

In the last year, this conversation has seen a steady increase. People are growing more aware of the differences Zoomers are making as they enter the workforce.

According to WeWork, millennial workers seek security in their jobs. But Gen Z workers seek jobs that will give them opportunities to shape culture and have a social impact. Gen Z even go as far as quitting if their job isn’t meeting expectations. A 2022 survey found 40% of Gen Zs plan to leave their jobs within two years, and just over a third would do so without another job lined up.

Gen Z have killed the grind. They’re opting for a better work-life balance and more meaningful jobs – with this sometimes trumping salary increases or job security.

In 2030, Gen Z will make up 30% of the workforce. Companies need to keep this in mind when deciding their working practices, as Gen Z have different expectations of what it means to be an employee. 

Gone are the days of the rigid 9-5. Instead, Gen Z are working where and when they want – with purpose in mind.

Killing the economy?

According to the social conversation, Gen Z’s money management skills aren’t great: they’re killing their finances. But they’ve had a rough start to their financial lives as adults. And with the cost of living and house prices at an all-time high, it’s not the easiest economic landscape to navigate as a young person.

From cashless payments to online banking, Zoomers have grown up with instant access to their finances. And with instant access comes fewer barriers to purchasing – meaning buying is easier than ever. Stores are basically in their pockets, but this doesn’t necessarily mean they’re making bad money decisions.

According to Forbes, Gen Z are one of the most debt-averse generations yet – but they also scored the lowest when it comes to financial literacy.

That being said, Zoomers have their hopes set high. Gen Z’s biggest goal in 2023 is to increase their income. Almost 70% are saving money, and half have a homeownership-related goal for 2023.

Navigating politics differently

With Gen Z reaching the voting age, they’re bringing a fresh perspective to politics. A survey found that while US Zoomers are less confident than other generations about voting, they’re more likely to support protests. Gen Z are enacting change in different ways.

According to our data, there were over 250k Twitter, Reddit, and Tumblr mentions about how Gen Z is impacting politics last year. That’s a lot. The number one trending topic in this conversation was “young voters,” as people discuss the impact of Gen Zs on recent elections.

It’s also worth paying attention to the demographics within Gen Z, and considering how this might impact politics.

Zoomers are more ethnically and culturally diverse than any generation before them. Around 20% of Gen Z identify themselves as LGBTQ+ and 48% belong to an ethnic minority. This is bound to have an impact on how parties and movements across the globe appeal to this growing demographic.

Brands who market to Gen Z – and even political parties hoping to get their vote – will need to pay attention to these changing trends.

Gen Z are killing it

As with every generation before them, Gen Z are setting new standards for how they navigate the world. From changing how we work to how we enact change in government, Zoomers are moving the goalposts – and companies need to keep up with how this will impact them.