Hello everyone and welcome to our newsletter on all things Gen Z.

🎉🎉🎉🎉🎉

The trusty Get to Know team are on a train from Cornwall to London in the southern UK. The train journey is well known as one of the most beautiful in the country.

We rest our case.

We were at The Eden Project for the amazing event that is Anthropy, a place for constructive conversations and action on the issues that are affecting us all. We know that there are lots of “talking shops” around the world but this one does feel different. There is an “emerging leaders” group of 100 people who influence our debates, and we loved the focus on the next generation as the engine of change for the 21st century.

We have regularly heard talk of the “poly-crisis”, but we think there is a better way to consider the swirling mass of events that we are navigating, whether that is the appalling events in Israel-Gaza, the urgent need for action on our warming climate or how we navigate the opportunity and risks of generative artificial intelligence. The world is actually “poly-centric”, with different ideas coming from different places and points of view, some amazing and positive, some painful and intractable. It is not all from the “western gaze”.

All of us in the Get to Know tribe understand that the POV of the next generation of citizens and consumers is one of the most important. We heard time and again at Anthropy that businesses, NGOs and other groups that get that are the ones that will flourish.

It’s not just Gen Z loving TikTok. . .

So do several budding Democrat politicians who are using the platform as part of their campaign strategy. Take Cheyenne Hunt, a 26-year-old, first time candidate with over 91,000 followers. She’s a big advocate for the platform, despite the US government’s concerns about the company’s security issues. Biden steers clear of the platform, as does most of the party. We think they might be missing a key campaigning tool.

. . . and wanting more from their TV

You might assume that young people want to watch scenes of sex and romance on TV, but this study highlights that teens and adolescents want less sex on screen and more portrayals of platonic relationships and friendships. With many Gen Zers experiencing loneliness, friendship, rather than sex, is their way to combat isolation. Young people want the media to reflect this phenomenon, rather than prioritising depictions of explosive and dramatic teenage romances like HBO’s Euphoria.

To return to a recurring theme. . .

A viral TikTok of a young woman sobbing about the harsh reality of 9-5 life (time spent commuting, trying to fit in cooking, social lives and laundry - and having little time to yourself) has exposed varying viewpoints on the work/life balance topic. As outlined in this FT article, (£) there’s the Boomer-style, stiff upper lip ‘get on with it’ approach (👴🏽), then there’s the desire from younger generations to share their mental health challenges and question the status quo (👩🏻). Which side are you on?

. . . and a lasting trend

Have you noticed Gen Z selfies looking a bit different from older peoples? That’ll be the (ultra wide) 0.5x lens! The photo comes out a bit distorted, a little rough around the edges and is used to snap daily activities like walking down the street or hanging with friends. This article argues that the .5 has a more ‘real’ vibe than “1x” photos - and (top tip alert) it could also be an easy way for brands to connect with Gen Z.

And finally…

90%

…of young people feel frustrated with dating apps, according to research. “The apps are algorithmic doom barrels,” says Dylan Freeman-Grist, a 29-year-old living in Toronto, Canada.

We’re off to lazily swipe left and right in our doomed search for True. Love.

Have a good weekend everyone.

How can we help?

In my many travels and conversations, I’m increasingly talking to CEOs, executives and civil society leaders wanting to better understand the next generation of consumers and the next generation of employees. Gen Z is putting pressure on us all to transform in fascinating ways, and many of us are asking questions about how to cater for younger workers and future proof our organisations.

If this sounds like you, we’d be keen to have a chat and see if TNM can help. From our own content production to work we have done, for example, with The Oliver Wyman Forum, we have a raft of insights and data which can support you. We work closely with a number of global organisations – helping with high-impact story-telling, digital media, internal communications, through to employee benefits, HR and working structures.

Email me direct and all of us at TNM look forward to speaking further.

Kamal Ahmed
Editor-in-Chief and Co-founder
The News Movement

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