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

One of us, and we’re not saying whom (clue 👴🏽) wrote a hilarious message on the family WhatsApp linking to a story in The Daily Mail. The article claimed that more than half of Gen Z would not pick up the phone when their parents called, to which the daughter of the joint newsletter writer in question replied: “Luckily we are in the other half”. The son has maintained phone silence. Which makes the parent’s point.

But, but, but . . .

This newsletter is nothing if not a place to debunk lazy parent thinking - and open up fresh perspectives on what we think we know about the next generation of consumers.

So, we were fascinated by this piece (£) in the Wall Street Journal that suggests that young people want to stay hyper-connected to their parents and are using location apps such as the US Life360 to do so.

Some reasons why:

• High levels of anxiety among young people - I need my parents on hand

• The constant overload of frightening news on social media (do follow The News Movement for useful news with a different tone)

• The fact that parents can know where we are because of the hi-tech world we live in (Apple FindMy, Google location sharing, Snap Find My Friends), so it’s better that they do rather than they don’t

As we said last week, there is nothing more annoying than going to a link in a newsletter and finding it is for subscribers only (of course you should pay for great journalism, but you can’t have access to everything, we get it). Luckily enough our favourite content site, The Hustle, has covered the issue in its podcast which is well worth a listen.

Parent update alert. The son of one of us (👴🏽) has just messaged to say that WhatsApp is “for old people”. Which has ruined at least one of our weekends.

Where Gen Z isn’t spending its money . . .

Is on real-world tipping - for meals, for a trip to the hair salon, that awks moment when even buying a coffee involves adding a few cents or pence. This report reveals it is a dying habit and says that Gen Z is the worst generation of tippers. Instead, the next generation are more likely to spend on hobbies and activities that benefit them in the here and now. Travelling, experiences and entertainment are a priority, and spending is often used to improve mental wellness, maintain low stress levels and create a balanced lifestyle. According to this study from Intuit, a “soft saving” trend is emerging for young people, as 3 in 4 Gen Zers think fulfilled living is more important than money in the bank.

. . . and where it is

Something Gen Z is spending more on? Dupes (that is, products that are a copy or ‘duplicate’ of an original, higher end item). This article explores the way Gen Z prioritises affordability and aesthetics over authenticity, especially when it comes to making a place their own with furniture. For interiors, recreating a Pinterest board is the goal, which is usually achieved via affordable dupes (like IKEA or Wayfair versions of mid-century furniture rather than antique pieces from the period). Influencers proudly link to where these dupes are sourced - it’s Gen Z’s way of keeping it stylish, yet cheap. And it’s created quite a conversation.

AI helps not hinders. . .

More research is emerging to show us that Gen Z isn’t afraid of AI, and is utilising platforms like ChatGPT to enhance work productivity. A study showed that individuals who used ChatGPT completed tasks 25% faster than those who didn’t, and the results of workers using ChatGPT were 40% better than those who refrained from using it. Gen Z knows that AI is the future - and they are using it to their benefit.

. . . and so does this list of brands

The latest Ad Age-Harris Poll (£) is here, which ranks brands by how much their “equity” changed with Gen Z during the third quarter of 2023. Big names to watch: Ritz (as in crackers, who knew?), Barbie (of course), and Dolby.

And finally…

53%

…of Gen Z podcast listeners in the UK say they’ve learned more about a community they’re not directly part of by listening to a podcast. Podcasts are good for broadening horizons! And luckily we have a new one of our very own - Noted - and you can listen to it right here. Great chat about the world around you.

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

Our Top 5 News List

The top stories young people cared about this week, from our audience team and newsroom debates.