how social media shaped gen z essay

Along with Stanford news and stories, show me:

• Student information
• Faculty/Staff information

We want to provide announcements, events, leadership messages and resources that are relevant to you. Your selection is stored in a browser cookie which you can remove at any time using “Clear all personalization” below.

Generation Z – also known as Gen Z, iGen or postmillennial – are a highly collaborative cohort that cares deeply about others and have a pragmatic attitude about how to address a set of inherited issues like climate change, according to research by Roberta Katz, a senior research scholar at Stanford’s Center for Advanced Study in the Behavioral Sciences (CASBS) .

Roberta Katz (Image credit: Charles Katz)

Since 2017, Katz, along with her co-authors, Sarah Ogilvie, a linguist at the University of Oxford and formerly at Stanford; Jane Shaw, a historian who is the principal of Harris Manchester College at Oxford and was previously dean for Religious Life at Stanford; and Linda Woodhead, a sociologist at King’s College London, collaborated as part of a multi-year CASBS research project to better understand a generation who, born between the mid-1990s to around 2010, grew up with digital tools always at their fingertips.

Their findings are based on some 120 interviews gathered on three college campuses – Stanford University; Foothill College, a community college in Los Altos Hills, California; and Lancaster University, a research university in Lancaster, England. A set of focus groups and two surveys in the U.S. and the U.K. were administered to a representative sample of over 2,000 adults aged between 18 and 25 years old.

Contributing further to the scholar’s understanding of Gen Z was the creation of the “ iGen corpus ,” a 70 million item digital repository of spoken and written language of people aged 16 to 25 years that included transcripts from the researchers’ interviews and focus groups, as well as public data from the social media platforms Twitter, Reddit, Twitch, 4chan and YouTube, as well as memes and copypastas from Facebook and Instagram. Ogilvie, the principal investigator on the corpus research team, along with a team of Stanford student research assistants, applied machine learning algorithms to discover the many ways in which young people today express themselves.

Taken together, the scholars’ research offers a snapshot of who Gen Zers really are, what matters to them and why. Findings from Katz’s and her co-authors’ research are detailed in a new book, Gen Z, Explained: The Art of Living in a Digital Age (University of Chicago Press, 2021).

Here, Katz discusses some of what she and her colleagues learned from their extensive research into how Gen Zers, the most diverse generation yet , experience and understand the world.

Based on your research, can you briefly describe the typical Gen Zer?

In summary, a typical Gen Zer is a self-driver who deeply cares about others, strives for a diverse community, is highly collaborative and social, values flexibility, relevance, authenticity and non-hierarchical leadership, and, while dismayed about inherited issues like climate change, has a pragmatic attitude about the work that has to be done to address those issues.

How has growing up in an internet-connected society shaped how Gen Zers see and experience the world and everyday life?

Internet-related technologies have dramatically changed the speed, scale and scope of human communications, resulting in significant changes in how people work, play, shop, find friends and learn about other people. For Gen Zers living in the United States and Britain (the two places we studied), the “norm” they experienced as children was a world that operated at speed, scale and scope. They developed an early facility with powerful digital tools that allowed them to be self-reliant as well as collaborative. Similarly, because they could learn about people and cultures around the globe from an early age, they developed a greater appreciation for diversity and the importance of finding their own unique identities.

What do people most misunderstand or get wrong about Gen Zers?

For quite a while, people were critical of what they saw as a generation that was too coddled and “soft.” Gen Zers were called “snowflakes” and “unwilling to grow up.” But much of that negative judgment came from a misunderstanding of what it is like to grow up in today’s world when compared with how their elders grew up. As an example, Gen Zers have been criticized as lazy because they don’t have after-school or summer jobs. But many Gen Zers have been earning significant dollars online through a variety of activities, even including product placements on fashion-advice sites. Another example concerns drivers’ licenses: older people, for whom getting a driver’s license was a rite of passage toward adulthood, have criticized Gen Zers who do not rush to take their driver’s tests when they turn 16, but this criticism fails to consider that Gen Zers have no need to drive when they have ready access to ride services like Uber and Lyft.

Do you think Gen Zers get an undeserved bad rap?

Yes, but that is changing. Of late, many people are beginning to appreciate the strength and pragmatism of Gen Zers.

What were you most surprised to learn about Gen Zers?

Our biggest surprise came in response to this interview question: “What type of communication do you like best?” We expected the interviewees to respond with their favorite type of digital communication – e.g., text, email, chat group, DM, FaceTime, Skype, etc. – but instead nearly every single person said their favorite form of communication was “in person.”

As Gen Zers enter the workforce, what would be helpful for other generations to know about their post-millennial colleagues?

For those who are now experiencing Gen Zers in the workplace, my advice is to recognize that these new colleagues are used to working collaboratively and flexibly, with an eye to being efficient in getting the job done. They are pragmatic and value direct communication, authenticity and relevance. They also value self-care. They may be more likely than older people were when they were the age of the Gen Zers to question rules and authority because they are so used to finding what they need on their own. They are not always right; often they don’t know what they need, especially in a new setting, and this is where inter-generational dialogue can be so helpful. Both the older and the younger colleagues can learn from the other, in each case by listening with more respect, appreciation and trust. The older colleague can learn some helpful new ways of getting a job done, while the younger colleague may learn good reasons for why things have long been done in a certain way. Without that dialogue, we’ll have a wasteful tug of war between the past and the future. The goal is for older and younger generations to work together, with openness and trust, to ensure that the wisdom – but not what has become the excess baggage – of the past is not lost to the future.

How has studying Gen Zers changed your own interactions with this generation?

I came to understand that Gen Zers are, on the whole, much better adapted to life in a digital age than those of us who are older and that they can be very frustrated by what appear to them to be outdated and often irrelevant ways of doing things. As one simple example that we cite in the book, an older person would likely assume that any organization needs a set of officers, for that has been the norm in their experience, but a Gen Zer would say, from their lived experience, that there is no need to elect officers (or other leaders) if the group can accomplish its mission through online collaborations that take advantage of the participants’ diverse skills.

In my own interactions with Gen Zers, I am much more likely than I used to be to listen closely to what they say, and to refrain from making a judgment about their ideas, values and behaviors based on an assumption that they are wrong and I am right. They often do things differently, have some different values and have some different ideas about the future than I do, and I have come to appreciate and trust that they often have a new and better approach. Many of us who are older have a different understanding of how the world works, which is rooted in our own early experiences, so it’s easy for us to assume that the world will continue to operate in much the same way going forward and that the young people need to adapt to that older way of living. But the younger people are necessarily future-oriented, and as we all are increasingly coming to appreciate, the digital-age future is quite different from the industrial-age past.

For 13 years, Katz served under Stanford University Presidents John Hennessy and Marc Tessier-Lavigne as the associate vice president for strategic planning. She also served as President Tessier-Lavigne’s interim chief of staff until early 2017. Katz has been deeply involved in the facilitation of a variety of interdisciplinary research initiatives at Stanford, and she is a current member of the CASBS board of directors.

This research was funded by the Knight Foundation.

• Share full article

Advertisement

Supported by

A Generation Zer’s Take on the Social Media Age

By The Learning Network

• May 24, 2018

We are honoring each of the Top 10 winners of our Fifth Annual Student Editorial Contest by publishing an essay a day. You can find them all here .

Below, an essay by Elena Quartararo, age 17.

Adults seem to think the internet is nothing more than a breeding ground for unproductivity and detachment from the “real world,” that social media offers only a platform for cyberbullies and child predators. They mock us for our so-called “addiction,” calling us a self-involved, attention-starved generation. But if you ask any intelligent young person — two adjectives that are not mutually exclusive — they’ll tell you all about what the information superhighway really means to us.

Today’s youth have come of age in an atmosphere where encroaching problems of climate change, global terrorism, economic crises and mass shootings — to name a few — have opened our eyes to the reality we’re living in, the weight of fixing it all resting on our shoulders. But we’ve also grown up in a world where we can type into Google anything we want to learn more about; we can engage with millions of people from all walks of life, come to understand perspectives at every angle. Knowledge is powerful, and we have all that we could want available at our fingertips.

The reality is I follow news pages on my Instagram. I can’t go a day on Twitter without seeing profound statements concerning the political climate. I have discussions with people over gun control and women’s rights based on what I’ve posted on my Snapchat story. Like it or not, social media has given us a way not only to speak out, but to educate ourselves and expand our minds in a way that is unprecedented.

We’ve become the most tolerant and conscious generation to date, with 76 percent of Gen Zers concerned about humanity’s influence on the Earth and 60 percent hoping the job they choose impacts the world. Race, religion, sexuality, gender identity and anything differing from what has so long been deemed normal are all topics we don’t write off, with a revolutionary 37 percent and 21 percent not identifying as 100 percent straight or 100 percent one gender, respectively. We get to experience the world from everyone’s point of view; we’re not limited by the danger of the single story, aren’t held back by our own ignorance.

So, I urge adults to back off, to encourage young people to use the internet to their advantage. Because while it’s easy to understand the mental and emotional drawbacks that can be associated with the cyberworld, this connection to a diverse plethora of information has given us the opportunity to reach our own conclusions about the world, to make our beliefs known, to mobilize in efforts and take a stand — from protests and marches planned by students, to educating others on registering to vote — and it has created a socially and politically aware, opinionated and unafraid youth, who are wholly prepared to change the world.

We are having trouble retrieving the article content.

Please enable JavaScript in your browser settings.

Thank you for your patience while we verify access. If you are in Reader mode please exit and  log into  your Times account, or  subscribe  for all of The Times.

Thank you for your patience while we verify access.

Already a subscriber?  Log in .

Want all of The Times?  Subscribe .

An official website of the United States government

The .gov means it’s official. Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

The site is secure. The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

• Publications
• Account settings

Preview improvements coming to the PMC website in October 2024. Learn More or Try it out now .

• Advanced Search
• Journal List
• Front Psychol

One Social Media, Distinct Habitus: Generation Z's Social Media Uses and Gratifications and the Moderation Effect of Economic Capital

Associated data.

The raw data supporting the conclusions of this article will be made available by the authors, without undue reservation.

This study aims at contributing to literature by investigating characteristics of Generation Z's social media uses and gratifications and the moderation effect of economic capital. Specifically, we employed online survey as the main research method to examine the connections between the young generation cohort's online motivations, social media practices, and economic capital. A total of 221 Chinese Generation Z social media users were recruited in the survey. Results indicated that (1) Generation Zs have different social media engagements depending on whether they were connected for daily routine alternatives or socialization; (2) the young cohorts from upper-mid-income families demonstrated a more instrumental-rational habitus to use social media more frequently as a communicative tool than those from low-income families; and (3) motivations and family income interacted to influence Generation Z's social media practices (e.g., social capital accumulating and exchanging and self-expression). Findings here provide empirical reference to deepened understandings of the interactions between social media and digital generations, and their connections with digital social inequalities.

Introduction

Generation Z (Gen-Z) refers to people born between the mid-1990's and 2009, who grew up with the digital society and view digital technologies as the foundation of their lives (Turner, 2015 ; Dimock, 2019 ). Gen-Z belongs to a larger social media user population that has been conceptualized as the digital natives (Prensky, 2001 ). Digital natives were born and raised in the digital age, and they spend most of their lives surrounded by and using computers, video games, cell phones, and all the other toys and tools of the digital age (Prensky, 2001 ). While the rationality of the conceptualization of digital natives is still in debate, a growing number of research has indicated that the younger generations significantly differ from their predecessors in terms of technology-related perceptions, motivations, and behaviors (Hargittai, 2010 ; Curtis et al., 2019 ; Hu and Cheong, 2021 ).

China has ~300 million Gen-Z and 30 million Gen-Alpha (i.e., those born in 2010–2024) Internet users, constituting 1/3 of China's Internet user population (China Internet Network Information Center, 2021 ). Most (99.2%) of China's internet users are also social media users, and about 1/4 of them spend more than 4 h/day on WeChat, one of China's most popular social media (An, 2021 ; China Internet Network Information Center, 2021 ). Previous studies have discussed from multiple perspectives the predictors, characteristics, mechanisms, and consequences of the social media-user interactions in China (e.g., Sullivan, 2012 ; Wang et al., 2015 ; Chen et al., 2016 ; Gan et al., 2017 ; Li et al., 2019 ). However, what has been relatively understudied is the extent to which Chinese Gen-Zs' social media habitus are associated with their characteristics as being digital natives, as well as how their social media engagements are associated with digital social inequalities (Gentina, 2020 ; Hu and Cheong, 2021 ). In this study, therefore, the main objective is to fill these gaps by examining the characteristics of and differences in social media habitus among Chinese Gen-Z users, as well as exploring how their social media uses and gratifications are associated with economic capital using the Bourdieusian approach (Ignatow and Robinson, 2017 ; Calderon Gomez, 2021 ).

Literature Review

One influential theoretical framework to approach the social media-user interactions is the uses and gratifications theory (U&G), which highlights the importance of individuals' social and psychological needs in shaping their motivations and, consequently, their communicative behaviors (Katz et al., 1973 ; Rubin, 1994 ; Papacharissi and Rubin, 2000 ; Abbas and Mesch, 2015 ). On one hand, previous studies indicated that Gen-Zs differ from their predecessors in many aspects of online motivations, such as being more desired for self-expressing and self-disclosing, online shopping, online enjoyment, memetic engagements, content-generating, and sustainable online behaviors (Hargittai, 2010 ; Turner, 2015 ; PrakashYadav and Rai, 2017 ; Dabija and Lung, 2018 ; Dabija and Bǎbuţ, 2019 ; Viţelar, 2019 ; Andronie et al., 2021 ; Hu and Cheong, 2021 ; Musova et al., 2021 ; Vǎtǎmǎnescu et al., 2021 ). On the other hand, the extent to which social media uses can satisfy Gen-Zs' online motivations depends on their affordances. Social media affordances keep evolving with the development of the technologies and the industry, shifting from a focus on networked communication to the scope of online sociality (Boyd and Ellison, 2007 ; Zhang and Pentina, 2012 ; Van Dijck, 2013 ; Choi et al., 2020 ). There have been discussions on how socialization, as a pivotal social media affordance, plays an important role in satisfying some of Gen-Zs' online motivations (e.g., enhancing social influence and increasing social capital, Shane-Simpson et al., 2018 ; Andronie et al., 2021 ). In this study, we will contribute to the discussions by exploring how Gen-Zs' social media uses, including both socialization and beyond, connect with their online motivations in the Chinese context. Therefore, we propose our first research question.

RQ 1 : What are the relationships between Chinese Gen-Zs' online motivations and social media uses?

Previous studies indicated that individuals' technological engagements are associated with inequalities in their social, economic, and cultural status and life opportunities (Norris, 2001 ; DiMaggio et al., 2004 ; Van Dijk, 2006 ; Zillien and Hargittai, 2009 ; Mossberger et al., 2012 ). In light of the limitations of a functionalist perspective to studying digital social inequalities, scholars introduced the Bourdieusian approach that views technological engagements as occurring in social spaces made up of interrelated fields constraining and shaping each other, with distinctive user habitus and capital (Halford and Savage, 2010 ; Ignatow and Robinson, 2017 ; Hu and Cheong, 2021 ). According to Bourdieu (1984, 1986), habitus is a set of dispositions that structures individuals' practices, and capital refers to socially valued assets (e.g., economic wealth, social relations, and cultural resources) that can influence individuals' status in the system through accumulating and exchanging.

The conceptualizations of habitus and capital contribute to deepened understandings of Gen-Zs' social media uses and gratifications. Social media habitus serves as an embodiment of the interactions between Gen-Zs and their situated socioeconomic context, and it shapes and repeatedly magnifies user disparities in social media practices through machine learning and algorithms (Hu and Cheong, 2021 ; Hopkins, 2022 ; Kliestik et al., 2022a , b ; Nica et al., 2022 ). Capital is another key to understanding the predictors and consequences of Gen-Zs' social media practices (Ignatow and Robinson, 2017 ; Calderon Gomez, 2021 ). Previous research showed significant correlations between economic capital and technology-related habitus, which further connect with digital social inequalities (e.g., Robinson, 2009 ). As for Gen-Z, there is still insufficient knowledge to unpack how the youth from low- and upper-mid-income families would differ in terms of their preference of social media practices, and how economic capital can moderate their social media uses and gratifications. Hence, we propose the second and third research questions.

RQ 2 : What are the differences in social media practices between Gen-Zs from low- and upper-mid-income families?

RQ 3 : How does economic capital moderate Gen-Zs' social media uses and gratifications?

Procedures and Participants

This study employed an online survey for data collection. The questionnaire was adapted from literature and revised based on several pilot studies (van Teijlingen and Hundley, 2002 ). Participants were students from a large public university in Southwestern China. Participants consisted of 221 Chinese Gen-Z social media users (male = 89, female = 132), and aged between 20 and 24 ( M = 22.29, SD = 1.13). Annual family income was coded as low ( n = 96, 43.4%) and upper-mid ( n = 125, 56.6%) using ¥50,001–¥100,000 (≈$7,455–$14,910) as the threshold (China Bureau of Statistics, 2018 ).

Measurements

Online motivations.

Ten items were adapted from literature (e.g., Papacharissi and Rubin, 2000 ; Liu and Li, 2010 ; Turner, 2015 ; China Internet Network Information Center, 2017 ; Andronie et al., 2021 ), and were measured on a 5-point Likert scale (1 = “strongly disagree,” 5 = “strongly agree”). A principal component factor analysis identified two dimensions of the motivations (53% explained variance). Daily routine alternatives were motivations regarding gaining information (0.83), entertainment (0.80), online shopping (0.61), and doing school- and work-related things (0.70); socialization included seeking help (0.78), sharing with others (0.62), developing/maintaining relationships (0.60), and self-promotion (0.74).

Social Media Use

Nineteen items (1–7, 1 = never, 7 = more than three times a day) measured how frequent participants engaged in social media activities. A principal component factor analysis constructed four dimensions (60% explained variance): networked communication (NC) included checking updates (0.76), liking/commenting (0.78), communicating with others (0.67), and checking group-discussion records (0.62); social capital accumulating and exchanging (SCAE) included asking for help (0.74), supporting others (0.77), self-promotion (0.62), and obtaining self-beneficial information (0.63); self-expression (SE) included posting updates (0.69), sharing selfies (0.80), and self-expressing (0.67); news watching (NW) included watching news via social media (0.84).

Demographics

Participants' age, gender, education background, urbanness, and annual family income were collected.

For RQ 1 , we used SEM to explore the relationships between Gen-Zs' online motivations and social media uses, with demographics as covariates. A bootstrapping technique with 5,000 replicates was performed to achieve generalizability beyond the sample. Results indicated that the daily routine alternatives motivation significantly predicted NC and NW, and the socialization motivation was associated with SCAE and SE on social media (see Figure 1 ).

The full model with standardized estimates. * p < 0.05. *** p < 0.001. The solid line represents significant effects. Ninety-five percent confidence intervals are reported within brackets. Model fit statistics: χ 2 = 0.16, df = 1, p = 0.69, CFI = 1.00, TLI = 1.09, RFI = 0.99, NFI = 1.00, RMSEA = 0.00.

For RQ 2 , significant differences in social media practices were observed between low- and upper-mid-income families, when controlling for age, gender, and education background. Gen-Zs from upper-mid-income families used social media for more NC [ F (1,216) = 17.78, p < 0.001] and NW [ F (1,216) = 5.01, p < 0.05] than those from low-income families, whereas two groups did not significantly differ in SCAE and SE on social media.

Regarding, RQ 3 , several hierarchical regressions (block 1 = covariates; block 2 = motivations and income, block 3 = interaction effects) were conducted. For Gen-Zs with the daily routine alternatives motivation, income significantly moderated NC, B = −0.23, β = −1.12, t = −2.67, p < 0.01. For those driven by the socialization motivation, income significantly moderated SCAE ( B = 0.29, β = 1.26, t = 3.12, p < 0.01) and SE ( B = 0.17, β =0.81, t = 1.93, p < 0.05). We used Dawson and Richter's ( 2006 ) approach to probe the interaction effects. As daily routine alternatives motivation became stronger, the low-income participants had a greater increase of their NC on social media (from 4.91 to 5.91) than those with upper-mid-income (from 5.80 to 6.13). When socialization motivation was low, Gen-Zs with more economic capital showed less SCAE ( M low = 6.00, M upper − mid = 5.69) and SE ( M low = 4.32, M upper − mid = 4.23) than those from low-income families; whereas when the richer were strongly motivated to socialize online, they would surpass the poorer in both social media practices (SCAE: M low = 6.23, M upper − mid = 6.78; SE: M low = 4.69, M upper − mid = 5.15).

Results indicated that Chinese Gen-Zs have different social media uses depending on two categories of online motivations: social media as communicative tools and news portals when they are doing their daily routines online; and as platforms for social capital accumulating and exchanging and self-expression during online socialization. The findings are consistent with and extending literature on characteristics of digital natives (e.g., Turner, 2015 ; Viţelar, 2019 ) and indicate different social media uses based on different scenarios. Furthermore, compared to other U&G studies on social media usage (e.g., Turner, 2015 ; PrakashYadav and Rai, 2017 ), our results highlighted an emphasis on social capital throughout social media uses and gratifications, and the integration of social media into daily routines by Chinese Gen-Zs.

Another contribution of this study is that we employed Bourdieusian approach to explore how economic capital influences Gen-Zs' social media uses and gratifications. We observed distinct social media habitus between Gen-Zs from low- and upper-mid-income families: the latter embrace a more instrumental-rational habitus to use social media more frequently as a communicative tool; whereas the former value the importance of online socialization to increase their social capital, but have no more practices in related social media activities. Finally, Gen-Zs from upper-mid-income families take a more conservative stance in SCAE and SE when their socialization motivation is low. This finding is consistent with the literature (e.g., Robinson, 2009 ; Perrin, 2015 ) that a higher income is not necessarily associated with more frequent social media practices.

In this study, we examined Chinese Gen-Zs' social media uses and gratifications and found: (1) daily routine alternatives motivation predicts NC and NW, and socialization motivation is associated with SCAE and SE; (2) Gen-Zs from upper-mid-income families employ a more instrumental-rational habitus to use social media as a communicative tool than those from low-income families; (3) Gen-Zs with higher economic capital tend to be more conservative in SCAE and SE when socialization motivation is low. Applying the Bourdieusian approach to U&G studies, this study highlighted the importance of economic capital in Gen-Z's social media practices: it helps formulate distinct social media habitus that may be repeatedly consolidated by machine learning and algorithms, as well as influences social capital accumulating and exchanging; both may lead to more digital social inequalities among Gen-Zs. Despite the limitations (e.g., sample representativity, inclusiveness of motivations and uses), our findings shed light on future studies on connections between economic capital, social media U&G, and digital social inequalities among and across digital generations.

Data Availability Statement

Author contributions.

QH was in charge of collecting data and writing manuscript. XH did data analysis and reference check. PH did results report and figure. All authors contributed toward the manuscript.

This work was funded by National Social Science Funding of China, Number: 19BXW060.

Conflict of Interest

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Publisher's Note

All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article, or claim that may be made by its manufacturer, is not guaranteed or endorsed by the publisher.

• Abbas R., Mesch G. S. (2015). Cultural values and Facebook use among Palestinian youth in Israel . Comput. Hum. Behav. 48 , 644–653. 10.1016/j.chb.2015.02.031 [ CrossRef ] [ Google Scholar ]
• An S. (2021). China Social Media User Behavior Report , in China New Media Development Report , eds Tang X., Huang C. (Beijing: Social Science Academic Press; ), 244–260. [ Google Scholar ]
• Andronie M., Lǎzǎroiu G., Ştefãnescu R., Ionescu L., Cocoşatu M. (2021). Neuromanagement decision-making and cognitive algorithmic processes in the technological adoption of mobile commerce apps . Oecon. Copernic. 12 , 1033–1062. 10.24136/oc.2021.034 [ CrossRef ] [ Google Scholar ]
• Boyd D. M., Ellison N. B. (2007). Social network sites: definition, history, and scholarship . J. Comput. Med. Commun. 13 , 210–230. 10.1111/j.1083-6101.2007.00393.x [ CrossRef ] [ Google Scholar ]
• Calderon Gomez D. (2021). The third digital divide and Bourdieu: bidirectional conversion of economic, cultural, and social capital to (and from) digital capital among young people in Madrid . New Media Soc. 23 , 2534–2553. 10.1177/1461444820933252 [ CrossRef ] [ Google Scholar ]
• Chen H. T., Chan M., Lee F. L. (2016). Social media use and democratic engagement: a comparative study of Hong Kong, Taiwan, and China . Chin. J. Commun. 9 , 348–366. 10.1080/17544750.2016.1210182 [ CrossRef ] [ Google Scholar ]
• China Bureau of Statistics (2018). Annual Report . Available online at: https://data.stats.gov.cn/easyquery.htm?cn=C01 (accessed March 25, 2022).
• China Internet Network Information Center (2017). Proceedings of the 2016 China Social Media and User Behavior Report . Available online at: http://www.cnnic.cn/hlwfzyj/hlwxzbg/sqbg/201604/P020160722551429454480.pdf (accessed March 25, 2022).
• China Internet Network Information Center (2021). The 48th Internet Report . Available online at: http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/202102/P020210203334633480104.pdf (accessed March 25, 2022).
• Choi S., Williams D., Kim H. (2020). A snap of your true self: how self-presentation and temporal affordance influence self-concept on social media . New Media Soc. 2020 :1461444820977199. 10.1177/1461444820977199 [ CrossRef ] [ Google Scholar ]
• Curtis B. L., Ashford R. D., Magnuson K. I., Ryan-Pettes S. R. (2019). Comparison of smartphone ownership, social media use, and willingness to use digital interventions between generation z and millennials in the treatment of substance use: cross-sectional questionnaire study . J. Med. Internet Res. 21 :e13050. 10.2196/13050 [ PMC free article ] [ PubMed ] [ CrossRef ] [ Google Scholar ]
• Dabija D. C., Bǎbuţ R. (2019). Enhancing apparel store patronage through retailers' attributes and sustainability. A generational approach . Sustainability 11 :4532. 10.3390/su11174532 [ CrossRef ] [ Google Scholar ]
• Dabija D. C., Lung L. (2018). Millennials versus Gen Z: online shopping behaviour in an emerging market , in Griffiths School of Management and IT Annual Conference on Business, Entrepreneurship and Ethics , eds Vǎduva S., Fotea I., Vǎduva L., Wilt R. (Cham: Springer; ), 1–18. 10.1007/978-3-030-17215-2_1 [ CrossRef ] [ Google Scholar ]
• Dawson J. F., Richter A. W. (2006). Probing three-way interactions in moderated multiple regression: development and application of a slope difference test . J. Appl. Psychol. 91 , 917–926. 10.1037/0021-9010.91.4.917 [ PubMed ] [ CrossRef ] [ Google Scholar ]
• DiMaggio P., Hargittai E., Celeste C., Shafer S. (2004). Digital inequality: from unequal access to differentiated use , in Social Inequality , eds Neckerman K. (New York, NY: Russell Sage Foundation; ), 355–400. [ Google Scholar ]
• Dimock M. (2019). Defining generations: where millennials end and generation Z begins . Pew Res. Center 17 , 1–7. Available online at: http://tony-silva.com/eslefl/miscstudent/downloadpagearticles/defgenerations-pew.pdf (accessed March 25, 2022). [ Google Scholar ]
• Gan C., Lee F. L., Li Y. (2017). Social media use, political affect, and participation among university students in urban China . Telemat. Inform. 34 , 936–947. 10.1016/j.tele.2017.04.002 [ CrossRef ] [ Google Scholar ]
• Gentina E. (2020). Generation Z in Asia: a research agenda , in The New Generation Z in Asia: Dynamics, Differences, Digitalisation , eds Gentina E., Parry E. (Bingley: Emerald Publishing Limited; ), 3–19. 10.1108/978-1-80043-220-820201002 [ CrossRef ] [ Google Scholar ]
• Halford S., Savage M. (2010). Reconceptualizing digital social inequality . Infm. Commun. Soc. 13 , 937–955. 10.1080/1369118X.2010.499956 [ CrossRef ] [ Google Scholar ]
• Hargittai E. (2010). Digital na (t) ives? Variation in internet skills and uses among members of the “net generation” . Sociol. Inquiry 80 , 92–113. 10.1111/j.1475-682X.2009.00317.x [ CrossRef ] [ Google Scholar ]
• Hopkins E. (2022). Machine learning tools, algorithms, and techniques . J. Self Gov. Manag. Econ. 10 , 43–55. 10.22381/jsme1012023 [ CrossRef ] [ Google Scholar ]
• Hu Q., Cheong P. H. (2021). Understanding digital generations: social media habitus, memetic engagements, and digital social inequalities in China . Int. J. Commun. 15 , 4503–4524. [ Google Scholar ]
• Ignatow G., Robinson L. (2017). Pierre Bourdieu: theorizing the digital . Inform. Commun. Soc. 20 , 950–966. 10.1080/1369118X.2017.1301519 [ CrossRef ] [ Google Scholar ]
• Katz E., Blumler J. G., Gurevitch M. (1973). Uses and gratifications research . Public Opin. Quart. 37 , 509–523. 10.1086/268109 [ CrossRef ] [ Google Scholar ]
• Kliestik T., Kovalova E., Lǎzǎroiu G. (2022a). Cognitive decision-making algorithms in data-driven retail intelligence: consumer sentiments, choices, and shopping behaviors . J. Self Gov. Manag. Econ. 10 , 30–42. 10.22381/jsme1012022 [ CrossRef ] [ Google Scholar ]
• Kliestik T., Zvarikova K., Lǎzǎroiu G. (2022b). Data-driven machine learning and neural network algorithms in the retailing environment: consumer engagement, experience, and purchase behaviors . Econ. Manag. Finan. Mark. 17 , 57–69. 10.22381/emfm17120224 [ CrossRef ] [ Google Scholar ]
• Li Y., Yang S., Zhang S., Zhang W. (2019). Mobile social media use intention in emergencies among Gen Y in China: an integrative framework of gratifications, task-technology fit, and media dependency . Telemat. Inform. 42 :101244. 10.1016/j.tele.2019.101244 [ CrossRef ] [ Google Scholar ]
• Liu Y., Li H. (2010). Mobile internet diffusion in China: an empirical study . Ind. Manag. Data Syst. 110 , 309–324. 10.1108/02635571011030006 [ CrossRef ] [ Google Scholar ]
• Mossberger K., Tolbert C. J., Hamilton A. (2012). Measuring digital citizenship: mobile access and broadband . Int. J. Commun. 6 , 2492–2528. [ Google Scholar ]
• Musova Z., Musa H., Drugdova J., Lazaroiu G., Alayasa J. (2021). Consumer attitudes towards new circular models in the fashion industry . J. Compet. 13 , 111–128. 10.7441/joc.2021.03.07 [ CrossRef ] [ Google Scholar ]
• Nica E., Sabie O. M., Mascu S., Lutan A. G. (2022). Artificial intelligence decision-making in shopping patterns: consumer values, cognition, and attitudes . Econ. Manag. Finan. Mark. 17 , 31–43. 10.22381/emfm17120222 [ CrossRef ] [ Google Scholar ]
• Norris P. (2001). Digital Divide: Civic Engagement, Information Poverty, and the Internet Worldwide . Cambridge: Cambridge University Press. 10.1017/CBO9781139164887 [ CrossRef ] [ Google Scholar ]
• Papacharissi Z., Rubin A. M. (2000). Predictors of internet use . J. Broadcast. Elect. Media 44 , 175–196. 10.1207/s15506878jobem4402_2 [ CrossRef ] [ Google Scholar ]
• Perrin A. (2015). Social media usage . Pew Res. Center 125 , 52–68. [ Google Scholar ]
• PrakashYadav G., Rai J. (2017). The Generation Z and their social media usage: a review and a research outline . Glob. J. Enterp. Inform. Syst. 9 , 110–116. 10.18311/gjeis/2017/15748 [ CrossRef ] [ Google Scholar ]
• Prensky M. (2001). Digital natives, digital immigrants . Horizon 9 , 1–6. 10.1108/10748120110424816 [ CrossRef ] [ Google Scholar ]
• Robinson L. (2009). A taste for the necessary: A Bourdieuian approach to digital inequality . Infm. Commun. Soc. 12 , 488–507. 10.1080/13691180902857678 [ CrossRef ] [ Google Scholar ]
• Rubin A. M. (1994). Media uses and effects: a uses-and-gratifications perspective , in Media Effects: Advances in Theory and Research , eds Bryant J., Zillmann D. (London: Lawrence Erlbaum Associates, Inc.), 417–436. [ Google Scholar ]
• Shane-Simpson C., Manago A., Gaggi N., Gillespie-Lynch K. (2018). Why do college students prefer Facebook, Twitter, or Instagram? Site affordances, tensions between privacy and self-expression, and implications for social capital . Comput. Hum. Behav. 86 , 276–288. 10.1016/j.chb.2018.04.041 [ CrossRef ] [ Google Scholar ]
• Sullivan J. (2012). A tale of two microblogs in China . Media Cult. Soc. 34 , 773–783. 10.1177/0163443712448951 [ CrossRef ] [ Google Scholar ]
• Turner A. (2015). Generation Z: technology and social interest . J. Indiv. Psychol. 71 , 103–113. 10.1353/jip.2015.0021 [ CrossRef ] [ Google Scholar ]
• Van Dijck J. (2013). The Culture of Connectivity: A Critical History of Social Media . Oxford: Oxford University Press. 10.1093/acprof:oso/9780199970773.001.0001 [ CrossRef ] [ Google Scholar ]
• Van Dijk J. A. (2006). Digital divide research, achievements and shortcomings . Poetics 34 , 221–235. 10.1016/j.poetic.2006.05.004 [ CrossRef ] [ Google Scholar ]
• van Teijlingen E., Hundley V. (2002). The importance of pilot studies . Nurs. Stand. 16 , 33–36. 10.7748/ns2002.06.16.40.33.c3214 [ PubMed ] [ CrossRef ] [ Google Scholar ]
• Vǎtǎmǎnescu E. M., Dabija D. C., Gazzola P., Cegarro-Navarro J. G., Buzzi T. (2021). Before and after the outbreak of covid-19: linking fashion companies' corporate social responsibility approach to consumers' demand for sustainable products . J. Clean. Prod. 321 :128945. 10.1016/j.jclepro.2021.128945 [ CrossRef ] [ Google Scholar ]
• Viţelar A. (2019). Like me: Generation Z and the use of social media for personal branding . Manag. Dyn. Knowl. Econ. 7 , 257–268. 10.25019/MDKE/7.2.07 [ CrossRef ] [ Google Scholar ]
• Wang J. L., Jackson L. A., Wang H. Z., Gaskin J. (2015). Predicting social networking site (SNS) use: personality, attitudes, motivation and internet self-efficacy . Person. Indiv. Differ. 80 , 119–124. 10.1016/j.paid.2015.02.016 [ CrossRef ] [ Google Scholar ]
• Zhang L., Pentina I. (2012). Motivations and usage patterns of Weibo . Cyberpsychol. Behav. Soc. Netw. 15 , 312–317. 10.1089/cyber.2011.0615 [ PubMed ] [ CrossRef ] [ Google Scholar ]
• Zillien N., Hargittai E. (2009). Digital distinction: status-specific types of Internet usage . Soc. Sci. Quart. 90 , 274–291. 10.1111/j.1540-6237.2009.00617.x [ CrossRef ] [ Google Scholar ]

How Gen Z navigates social media platforms and why it matters | The TechTank Podcast

Subscribe to the center for technology innovation newsletter, best of the techtank podcast, samantha lai samantha lai research analyst, center for technology innovation - the brookings institution @_samanthalai_.

October 9, 2023

Gen Z is the most tech-savvy generation yet, so how do Gen Zers navigate the pitfalls of the internet, especially social media? By understanding how Gen Z interacts with the internet, we can gain insights into how to regulate social media platforms and protect users from potential harm.

In this re-issue of one of our most popular podcast episodes published on December 13, 2021, we explore how Gen Z navigates social media platform algorithms and how influencers have used social media to fight back against misinformation and other social injustices with expert New York Times technology reporter, Taylor Lorenz, an affiliate at the Harvard’s Berkman Klein Center for Internet & Society.

You can listen to the episode and subscribe to the  TechTank podcast  on  Apple ,  Spotify , or  Acast .

Related Content

Nicol Turner Lee, Ted Lieu

September 25, 2023

Nicol Turner Lee, Cherilyn Pascoe

September 11, 2023

Darrell M. West, Tom Colvin, Regina Ta

August 28, 2023

, Barry G. Rabe

August 14, 2023

Internet & Telecommunications Social Media Technology Policy & Regulation

Governance Studies

U.S. States and Territories

Center for Technology Innovation

Elaine Kamarck, Darrell M. West

June 5, 2024

Daniel S. Schiff, Kaylyn Jackson Schiff, Natália Bueno

May 30, 2024

Mark MacCarthy

May 23, 2024

• Architecture and Design
• Asian and Pacific Studies
• Business and Economics
• Classical and Ancient Near Eastern Studies
• Computer Sciences
• Cultural Studies
• Engineering
• General Interest
• Geosciences
• Industrial Chemistry
• Islamic and Middle Eastern Studies
• Jewish Studies
• Library and Information Science, Book Studies
• Life Sciences
• Linguistics and Semiotics
• Literary Studies
• Materials Sciences
• Mathematics
• Social Sciences
• Sports and Recreation
• Theology and Religion
• Publish your article
• The role of authors
• Promoting your article
• Abstracting & indexing
• Publishing Ethics
• Why publish with De Gruyter
• How to publish with De Gruyter
• Our book series
• Our subject areas
• Your digital product at De Gruyter
• Contribute to our reference works
• Product information
• Tools & resources
• Product Information
• Promotional Materials
• Orders and Inquiries
• FAQ for Library Suppliers and Book Sellers
• Repository Policy
• Free access policy
• Open Access agreements
• Database portals
• For Authors
• Customer service
• People + Culture
• Journal Management
• How to join us
• Working at De Gruyter
• Mission & Vision
• De Gruyter Foundation
• De Gruyter Ebound
• Our Responsibility
• Partner publishers

Your purchase has been completed. Your documents are now available to view.

Gen Z’s social media use and global communication

Generation Z (Gen Z), also named digital natives, is the first to have been born after the mass-adoption of the Internet, especially the social media. Through all kinds of international digital platforms, Gen Z has more access to a vast number of diverse information than previous generations.

Interconnected on world media platforms, Gen Z has become a generation doing Internet-based communication from a young age. Exposed to global communication platforms, especially global social media platforms, such as Twitter, Facebook, Instagram, YouTube, TikTok etc., how Gen Z’s perceptions and attitudes are shaped by online content from all over the world is important to study.

However, either studies about Gen Z’s online media use and their perceptions of another country or comparative studies across countries are scarce. Furthermore, studies focus on Gen Z’s media use in a global context, especially news consumption, is of vital importance to the understanding of the world.

Our journal, OMGC, made some efforts this year to fill this gap. We organized a preconference at the 2023 Annual conference of the International Communication Association (ICA) in Toronto, Canada. In his keynote speech of our preconference titled, “Zoomers, Millennials, Gen X and Boomers? The News Finds Me Perception as a Media Effect Equalizer and Implications on Global Communication,” Homero Gil de Zuniga proposed a model of media use of young people. He argued that in a social media age, Generation Z, instead of searching for news, rely on “news finds me”. In addition, two panels, “Media Use and Gen Z’s World View” and “Children and News: Lessons Learnt and Future Directions” as well as 14 papers with topics such as the effects of social media use and international news on Gen Z’s world view, politics and Gen Z’s media use, artificial intelligence and Gen Z, digital activism and Gen Z, and cross-generational comparisons were presented at the preconference. See our full preconference program at https://omgc.shisu.edu.cn/8e/63/c12420a167523/page.htm .

This themed issue is compiled from six selected revised manuscripts from the preconference. All authors highlighted the importance of social media in Generation Z’s daily lives.

We begin the issue with Diana Alvarez-Macias, Alfredo Villafranca and Carmen Villafranca’s article, “Identity, migration, and social media: Generation Z in USMCA.” It is a cross-national comparison of high school students who are immigrants, second and third generations of immigrants and natives in three major cities in the three member countries of USMCA – United States, Canada and Mexico. In-depth interviews revealed their social media use influenced their own national identity, perceptions of other countries and their interest in migration. Canadians were rated most positively among youths across the three countries. Youths learned about other countries mostly from social media posts of other fellow migrant youths.

Rik Ray’s article, “online news platforms still matter: Generational news consumption patterns during the 2020 presidential election” explores the Gen Z’s political news consumption using a novel quasi-experimental interrupted time series analysis during the 2020 US presidential election. Based on ComScore’s log data of 30,000 national sampled participants which separate social media and news web sites use, he found that major political events did trigger Gen Z’s online news consumption. Even though Gen Z audiences generally spend more time on social media compared to previous generations, all generations’ social media use decreased rather than increased during election time.

Mara Singer, Chaz Callendar, Xiao Ma and Samuel Tham’s article, “Differences in perceived influencer authenticity: A comparison of Gen Z and Millennials definitions of influencer authenticity during the De-Influencer Movement,” uses the six dimensions of authenticity for social media influencers (SMI) to compare Gen Z and Millennials and found they have different authenticity expectations of SMI: Gen Z considers SMIs as highly knowledgeable and trustworthy friends with whom they can seek advice and opinions, while Millennials see SMIs as a profession that needs to be done in an ethical and transparent manner.

Yijin Li’s article, “Why does Gen Z watch Virtual Streaming VTube Anime Videos with Avatars on Twitch?” explores why video game consoles such as Twitch have become U.S. Gen Z’s favorite platform to watch a special type of online content: live streaming anime videos (mostly Japanese) with only narration and no real person appearance. Using a survey of Reddit users on VTube communities to explore motivations for watching these videos and their gifting behaviors, Li found that companionship, appearance of the avatars, and the personality of VTubers influence viewers’ willingness to watch live streaming and about one-third of the viewers use gifting to express their support of these VTubers.

Zhenyu Zhang’s article, “Para-kin relationship between fans and idols: a qualitative analysis of fans’ motivations for purchasing idol-dolls,” examines how Gen Z mainland Chinese fans assume a mother role of the idol dolls created based on celebrities’ appearances to cover up their romantic fantasies about their idols. These dolls become as a new means for them to express their strong affection for their beloved idols, serving as semiotic identifiers, attracting like-minded fans and gaining community recognition in online communities.

“From the Traditionalists to Gen Z: Conceptualizing Intergenerational Communication and Media Preferences in the USA” by May Hongmei Gao is an article analyzing the features of communication of five generations from the Traditionalists to Gen Z in the USA by semi-structured in-depth interviews with global business leaders and participant observation. The article proposes a revised taxonomy of generations based on a 15-year period and the media preferences of different generations. Her article discusses the implications of understanding generational differences on effective intergenerational communication in organizations.

Our translated featured research outside the Anglosphere is Lisa Bolz’s “Co-writing journalism on TikTok: media legitimacy and edutainment communities,” originally published in French in Quaderni . Her study of British, French, German and US news media on TikTok shows how they become TikTok certified, negotiate their journalistic authority and adapt their content to consolidate their “viewing contract” with target Generation Z by participating in viral trends, publishing videos that affect the lives of young Internet users, or telling information with a humorous angle.

© 2023 the author(s), published by De Gruyter, Berlin/Boston

This work is licensed under the Creative Commons Attribution 4.0 International License.

• X / Twitter

Supplementary Materials

Please login or register with De Gruyter to order this product.

Journal and Issue

Articles in the same issue.

Research on Social Media Use and Generation Z

• First Online: 25 June 2023

Cite this chapter

• Teresa Berenice Treviño Benavides   ORCID: orcid.org/0000-0003-4993-3701 6 ,
• Ana Teresa Alcorta Castro 6 ,
• Sofia Alejandra Garza Marichalar 6 ,
• Mariamiranda Peña Cisneros 6 &
• Elena Catalina Baker Suárez 6  

Part of the book series: SpringerBriefs in Business ((BRIEFSBUSINESS))

1300 Accesses

The present chapter addresses recent research around the topic of social media use and Generation Z. Particularly, the chapter presents some benefits of social media, such as communication, personal brand-building, fun, leisure, among others. However, it is well-known that all benefits of social media come with a price, which are explored within this chapter. For example spreading personal information, privacy and social risks, as well as significant time spent on these platforms, which may lead to social media addiction.

Social media addiction is considered as a form of Internet addiction, as individuals use social media compulsively and excessively which are linked to brain changes. Some effects of social media addiction have been addressed, such as poor mental health, bad performance in academic or work activities, and affecting user’s ability to pay attention to important aspects of their lives. Further, this chapter discusses the Bergen Social Media Addiction Scale (BSMAS), created by Griffiths (Internet addiction: does it really exist? In: Gackenbach J (ed) Psychology and the Internet: intrapersonal, interpersonal and transpersonal applications. Academic, New York, pp 61–75, 1998), which attempts to measure the possibility of developing social media addiction.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

• Available as PDF
• Read on any device
• Instant download
• Own it forever
• Available as EPUB and PDF
• Compact, lightweight edition
• Dispatched in 3 to 5 business days
• Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Alavi, S. (2012). Behavioral addiction versus substance addiction: Correspondence of psychiatric and psychological views . Retrieved from https://www.researchgate.net/publication/225059737_Behavioral_Addiction_versus_Substance_Addiction_Correspondence_of_Psychiatric_and_Psychological_Views

Allagui, I., & Breslow, H. (2016). Social media for public relations: Lessons from four effective cases. Public Relations Review, 42 (1), 20–30. https://doi.org/10.1016/j.pubrev.2015.12.001

Article   Google Scholar  

Bauer, Korunovska, & Spiekermann. (2012). On the value of information – What Facebook users are willing to pay . Retrieved from https://ssrn.com/abstract=2050916

Cetinkaya, L. (2017). The impact of WhatsApp use on success in education process. The International Review of Research in Open and Distance Learning, 18 (7). https://doi.org/10.19173/irrodl.v18i7.3279

DataReportal. (2020). Digital 2020: July global Statshot . Retrieved from https://datareportal.com/reports/digital-2020-july-global-statshot

Davis, R. A. (2001). A cognitive-behavioral model of pathological Internet use. Computers in Human Behavior, 17 (2), 187–195. https://doi.org/10.1016/S0747-5632(00)00041-8

Griffiths, M. (1998). Internet addiction: Does it really exist? In J. Gackenbach (Ed.), Psychology and the Internet: Intrapersonal, interpersonal and transpersonal applications (pp. 61–75). Academic.

Google Scholar  

He, Q., Turel, O., Brevers, D., & Bechara, A. (2017). Excess social media use in normal populations is associated with amygdala-striatal but not with prefrontal morphology. Psychiatry Research. Neuroimaging, 269 , 31–35. Retrieved from: https://www.researchgate.net/publication/319612959_Excess_Social_Media_Use_in_Normal_Populations_is_Associated_with_Amygdala-Striatal_but_not_with_Prefrontal_Morphology

Hou, Y., Xiong, D., Jiang, T., Song, L., & Wang, Q. (2019). Social media addiction: Its impact, mediation, and intervention. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 13 (1). Retrieved from https://cyberpsychology.eu/article/viewFile/11562/10369

Kemp, S. (2020). More than half of the people on earth now use social media . Retrieved from https://datareportal.com/reports/more-than-half-the-world-now-uses-social-media

Kuss, D. J., & Griffiths, M. D. (2011). Online social networking and addiction – A review of the psychological literature. International Journal of Environmental Research and Public Health, 8 (9), 3528–3552.

LaRose, R., Kim, J., & Peng, W. (2010). Social networking: Addictive, compulsive, problematic, or just another media habit? In A networked self (pp. 67–89). Routledge.

Leung, L. (2013). Generational differences in content generation in social media: The roles of the gratifications sought and of narcissism. Computers in Human Behavior, 29 (3), 997–1006. Retrieved from http://www.com.cuhk.edu.hk/ccpos/en/pdf/Generational%20Differences%20&%20Social%20Media.pdf

Leung, H., Pakpour, A. H., Strong, C., Lin, Y. C., Tsai, M. C., Griffiths, M. D., Lin, C. Y., & Chen, I. H. (2020). Measurement invariance across young adults from Hong Kong and Taiwan among three Internet-related addiction scales: Bergen social media addiction scale (BSMAS), smartphone application-based addiction scale (SABAS), and Internet gaming disorder scale-short form (IGDS-SF9) (Study Part A). Addictive Behaviors, 101 , 105969.

Lopatovska, I., & Mokros, H. B. (2008). Willingness to pay and experienced utility as measures of affective value of information objects: Users’ accounts. Information Processing and Management, 44 (1), 92–104. Retrieved from https://www.sciencedirect.com/science/article/abs/pii/S0306457307000374

Masthi, N. N. R., Pruthvi, S., & Mallekavu, P. (2017). A comparative study on social media addiction between public and private high school students of urban Bengaluru, India. Journal of Psychiatry, 18 (2), 206–215. Retrieved from https://www.researchgate.net/profile/Ramesh_N_R/publication/327593727_A_COMPARATIVE_STUDY_ON_SOCIAL_MEDIA_ADDICTION_BETWEEN_PUBLIC_AND_PRIVATE_HIGH_SCHOOL_STUDENTS_OF_URBAN_BENGALURU_INDIA/links/5b98ccf2299bf14ad4d0e7ee/A-COMPARATIVE-STUDY-ON-SOCIAL-MEDIA-ADDICTION-BETWEEN-PUBLIC-AND-PRIVATE-HIGH-SCHOOL-STUDENTS-OF-URBAN-BENGALURU-INDIA.pdf

Moll, A. R., & Odriozola, E. E. (2014). Adicción a las redes sociales y nuevas tecnologías en niños y adolescentes . Ediciones Pirámide. Retrieved from https://books.google.es/books?hl=es&lr=&id=lL2UBQAAQBAJ&oi=fnd&pg=PA1&dq=adicci%C3%B3n+a+redes+sociales&ots=POaSWgoOxb&sig=OvdfNl26EvZDwBYTCRGEyJyGQPs#v=onepage&q=adicci%C3%B3n%20a%20redes%20sociales&f=false

Otu, A. A. (2015). Social media addiction among students of the University of Ghana . Doctoral dissertation. University of Ghana. Retrieved from http://ugspace.ug.edu.gh/bitstream/handle/123456789/21223/Social%20Media%20Addiction%20among%20Students%20of%20the%20University%20of%20Ghana_October%202015.pdf?sequence=1&isAllowed=y

Ramírez, O. (2016). YouTube’s educational possibilities uses . Retrieved from https://www.redalyc.org/pdf/461/46148194036.pdf

Robinson, R. (2021). 7 top social media sites in 2020 . Retrieved from https://spark.adobe.com/make/learn/top-social-media-sites/

Sheldon, P. (2008). The relationship between unwillingness-to-communicate and students’ Facebook use. Journal of Media Psychology: Theories, Methods, and Applications, 20 (2), 67–75. https://doi.org/10.1027/1864-1105.20.2.67

Statista. (2021). Most used social media networks worldwide . Retrieved from https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

Villafuerte Zorrilla, M. C. (2019). Adicción a redes sociales y la conducta psicosocial en adolescentes . Bachelor’s thesis, JIPIJAPA UNESUM. Retrieved from http://repositorio.unesum.edu.ec/bitstream/53000/1649/1/UNESUM-ECUADOR-ENFERMERIA-2019-45.pdf

Vitelar, A. (2019). Like me: Generation Z and the use of social media for personal branding. Management Dynamics in the Knowledge Economy, 7 (2), 257–268.

Young, K. S. (1998). Internet addiction: The emergence of a new clinical disorder. CyberPsychology and Behavior, 1 (3), 237–244. Retrieved from https://bit.ly/3l0W7J9

Parra Sierra, V., Vargas Martínez, J. I., Zamorano González, B., Peña Cárdenas, F., Velázquez Narváez, Y., Ruiz Ramos, L., & Monreal Aranda, O. (2016). Adicción y factores determinantes en el uso problemático del Internet, en una muestra de jóvenes universitarios. Edutec. Revista Electrónica De Tecnología Educativa, (56), a337. https://doi.org/10.21556/edutec.2016.56.741

Download references

Author information

Authors and affiliations.

Department of Management, Universidad de Monterrey, San Pedro Garza García, Nuevo León, Mexico

Teresa Berenice Treviño Benavides, Ana Teresa Alcorta Castro, Sofia Alejandra Garza Marichalar, Mariamiranda Peña Cisneros & Elena Catalina Baker Suárez

You can also search for this author in PubMed   Google Scholar

Rights and permissions

Reprints and permissions

Copyright information

© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

Treviño Benavides, T.B., Alcorta Castro, A.T., Garza Marichalar, S.A., Peña Cisneros, M., Baker Suárez, E.C. (2023). Research on Social Media Use and Generation Z. In: Social Media Addiction in Generation Z Consumers. SpringerBriefs in Business. Springer, Cham. https://doi.org/10.1007/978-3-031-33452-8_2

Download citation

DOI : https://doi.org/10.1007/978-3-031-33452-8_2

Published : 25 June 2023

Publisher Name : Springer, Cham

Print ISBN : 978-3-031-33451-1

Online ISBN : 978-3-031-33452-8

eBook Packages : Behavioral Science and Psychology Behavioral Science and Psychology (R0)

Share this chapter

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Publish with us

Policies and ethics

• Find a journal
• Track your research

• About Us Mission Statement & Submissions
• Current Issue
• Resources For Instructors

Gen Z’s Identity: Shaped by Covid-19 and Social Media

At ten years old, I designed a PowerPoint presentation to persuade my parents to buy me an iPhone and allow me to create an Instagram account. I was desperate to convince them of the necessary part that social media played in a modern fifth-grader’s life. If all my friends had these things, why couldn’t I? My first instinct was to make a PowerPoint to argue my case for social media, as opposed to having a direct conversation with my parents. At age ten, I had already accumulated enough technological prowess to effectively create a presentation as a means of expressing my ideas and making an argument. Unfortunately, my presentation wasn’t nearly as effective as I’d hoped, and I wouldn’t be allowed to get an iPhone or an Instagram until two years later. Looking back, this kind of early technological influence was really an unconscious generational phenomenon, forever marking Generation Z as the children who could make PowerPoints before they could do long division. In this essay, I discuss how both the rise of social media and the Covid-19 crisis have left indelible marks upon this specific age group, and these events have undoubtedly solidified the holistic identity of Generation Z.

In recent discussions concerning the definition of generations, and Generation Z in particular, a controversial issue has been whether generations warrant definition at all. On the one hand, some argue that generations are useful indicators of a certain age period, especially for the purposes of business or marketing and the tracking of societal development. From such a perspective, Alex Williams of The New York Times argues that Generation Z does have a distinct personality. In his article “Move Over, Millennials, Here Comes Generation Z,” Williams cites multiple reasons for this line of argument: the rapid increase in the use of technology, an “obsession with safety,” and an increased pragmatism rather than idealistic optimism (Williams). On the other hand, others argue that defining an entire group of people as a generation is impossible. David Costanza’s article “Can We Please Stop Talking About Generations as if They Are a Thing?” illustrates just this point. In his words, “the science shows that generations are not a thing,” and “the core scientific problem is that the pop press, consultants, and even some academics who are committed to generations don’t focus on the whys” (Costanza). Costanza argues that there is a severe lack of reliable scientific evidence to support any claims that generations are useful methods of characterization. Attempting to define generations has become controversial, as some believe such definitions can provide an accurate and useful characterization of a period while others suggest that they are baseless generalized claims rooted in intuition rather than science.

Though I admit that there may not be much current scientific evidence backing the concept of generational data, I maintain that identifying generations warrants intuition and social instinct over mathematical analysis. Personalities cannot be defined by numbers: they are shaped by experience. Some might object that no experiences can truly shape an entire age group in the same way, as people experience life individually rather than collectively. While this is true, there are certain events–for example, the dawn of the internet, the World Wars, and the Great Depression–that inevitably leave scars on an entire group of people. These scars will invariably have a collective influence over some future attitude, practice, or impression within that age period. My personal view then is that generations can be an incredibly useful tool of characterization, especially when considering the “coming-of-age” events that members of a generation experience together. Generations can reveal the collective identity of an entire age group, as they provide a lens through which one can view the values, ideas, and personality of an era. They allow for inherent understanding and insight between people, a kind of unspoken awareness and appreciation for others who share some of your outlooks and experiences.

Social media and the increased use of the internet have created an entirely new mode of communication within the Generation Z age group. Memes, tweets, text-posts, discussion platforms, and text-lingo all collaborate to form a distinctive method of communication. Show a meme to a member of an older generation, and it will undoubtedly be misunderstood. Show the same meme to a 19-year-old, and it serves as a visual language that communicates ideas in a way unique to Generation Z. Even Generation Z’s use of the hashtag has integrated linguistic meaning with technology. The hashtag is nothing more than a sign to signify the digital content of a certain topic (i.e., #woke, #puppies, and #snow would all correlate to digital content in these subjects). The fact that Generation Z has integrated this technological symbol into vernacular speech exemplifies the extent to which this generation has identified itself through social media.

The language created by this generation’s affiliation with social media acts as a shared skill set for only this generation. This age period has also developed terms to describe new feelings and values that are entirely characteristic to only one generation. Woke , YOLO , bae , boujee , Okurrr , gucci , bruh , yessir , finsta , and yeet are only some examples of the various terms created by this generation to facilitate meaningful expression. These terms have, of course, been made widely available and understandable through the means of social media. Jamie Belinne, author of “Gen Z – The Communication Generation,” argues that “[y]ou can’t possibly keep up unless you live in their world” and “Gen Z has always had [social media], so it’s a way of life” (Belinne). Other generations may try to catch up with Generation Z’s grasp of technology, but no other generation will ever truly understand the language advanced by social media; it is a shared experience exclusive to this age group. On the whole, the widespread use of social media has created a use of language that inherently differentiates this specific age group from any other.

The globalized use of technology and social media has created a generation of youths more well-informed and with more experiences in diversity than prior generations. News is now instantaneous, and information is accessible to any and all age groups with a proficiency in technology. For a rough idea of just how effective social media is at facilitating the spread of news and information, we can look to a Business Insider poll of 1,884 people between the ages of 13 and 21 that found that “[s]ocial media is the top way that Gen Z finds out about what’s going on in the world, with 59% of respondents listing it as a top news source” (Taylor). Fact-checking, staying up-to-date, and participating in spreading awareness for local and worldwide issues are now woke and trendy, and the importance of staying informed is reinforced by social media’s involvement in the spread of information. Rebecca Salinas, an author for The Highlander , also asserts that “Gen-Z has taken advantage of the popularity of social media and are using it as an opportunity to speak out about social injustices” (Salinas). Generation Z is using its technological expertise and inclination for communication to address real issues and spread awareness about social injustices and societal issues.

Generation Z is also shaping up to be the most inherently diverse generation yet, not only in the physical sense but in diversity of opinion and thought. The Pew Research Center, a nonpartisan think tank that specializes in public opinion, demographics, and social issues, reports that “[m]ajorities among Gen Z and the Millennial generation say increasing racial and ethnic diversity in the U.S. is a good thing for society, while older generations are less convinced of this” (Parker et al.). Younger generations are also “more likely to have a positive view of interracial and same-sex marriage than their older counterparts” (Parker et al). The instant spread of information has created an unprecedentedly diverse society. Very few youths today have gone their entire lives without encountering individuals from cultures, religions, or racial and ethnic groups other than their own. This widespread access to information about different cultures, races, and religions is largely due to the modern availability of technology. The internet has allowed Generation Z to develop informed opinions sooner and more accurately than any generation before. According to the Pew Research Center’s study on Generation Z’s political and social beliefs, this generation is “diverse and on track to be the most well-educated generation yet” (Parker et al). With the wealth of information provided by technology, Generation Z has been able to develop diverse opinions, creating a generation of well-informed and information-oriented youths. This trend will likely carry into the generation’s future beliefs, values, and actions, thus shaping its identity for years to come. 

Equally important as social media in Generation Z’s development is the Covid-19 pandemic. The pandemic has ushered in a new wave of youth political activism unprecedented in the 2000s. The crisis has provided the perfect conditions for such a political awakening: isolation-induced leisure time with which the public can focus on social issues, greater use of the global network of social media, and an increased drive to address societal problems. Generation Z has taken this opportunity to further define its political and societal identity. For example, the widespread exposure and execution of the Black Lives Matter (BLM) movement was advanced by the youth’s influence and coordination on social media. In her article “The Covid-19 Generation Divide Between Millennials and Boomers Ignores the Real Problem,” Natasha Lennard articulates this political energy. She writes that the BLM protests “have shown a righteous anger and resolve” in this generation, exposing previously untapped social power and resilience (Lennard). The recent presidential election similarly exposed the boundless political verve of America’s youth, largely due to Generation Z’s vehement opinions on social issues such as racism, climate change, and the handling of the pandemic. Lili Pike, a writer for Vox Media , reported that “[t]he Center for Information and Research on Civic Learning and Engagement (CIRCLE) at Tufts University shows that youth voter turnout (ages 18 to 29) surged by around 8 percent this year compared to 2016,” and roughly “53 percent of eligible youth voters cast votes in this election versus 45 percent in 2016” (Pike). The health crisis created a polarization of political ideals, and such polarization has had a great bearing on the political identity of the youth. Because of the social unrest accentuated by the health crisis, Generation Z has been marked as a generation that desires progress, demands attention, respects diversity, and rebukes ignorance. There was a radical change in the youth’s political awareness between this election and the last, and it is more than reasonable to attribute such a change to the circumstances of the pandemic.

Covid-19 has also had a dramatic impact on the education of Generation Z. With the worldwide closure of schools, the pandemic has seen the dawn of online learning in place of an in-person education. Having to turn the entire education system on its head in the span of a few months has been challenging, and the percent error for such a radical experiment is bound to be high. Current high school and college students are far less likely to receive an education in line with previous standards, resulting in the possibility of an entire generation of young adults cheated out of their full academic potential. In “The Coronavirus Generation Will Use Language Differently,” John McWhorter, a current professor of linguistics at Columbia University, speculates that this generation of students will “be missing the benefits of the more artificial, yet useful aspects of language that, in societies with writing, most students experience mainly in the classroom” (McWhorter). While this may have a more pronounced effect on students in elementary and middle school, there will likely be similar deficits in literary standards of students in higher education due to the disconnected nature of online learning. Linguistically, the increased use of online platforms runs the risk of interrupting the cultivation of elevated communication skills. McWhorter further states that the pandemic will “put a major dent in [students’] capacities in the artifice of formal expression,” arguing that the students affected by online learning will “[embrace] even more than ones before them the picture over the sentence, the short over the extended form” (McWhorter). Students today may be stunted in their ability to articulate past the vernacular of the short, direct, abbreviated speech facilitated by the rise of technology. After months of academic activity being held online, students across the generation will likely feel far more comfortable communicating through a screen rather than face-to-face, and the standard communication skills typically present throughout older generations may be lost on Generation Z. The impact of online learning on Generation Z’s education will be dire, and therefore profound in its impact on the generation’s holistic identity and development.

However, I would also like to raise some objections inspired by my inner skeptic. She feels that I’ve been ignoring a potentially damning flaw in my argument: haven’t major events such as the Covid-19 crisis affected every generation, not only Generation Z? Events as widespread as the current pandemic cannot possibly limit their impact to only one generation. Robert Glazer argues this very point. In “COVID-19 Will Permanently Change the Way Every Generation Lives–Here’s How,” Glazer addresses the elephant in the room, stating, “[w]ith little warning, COVID-19 is changing everything about our lives – changes that are universal across generation[s]” (Glazer). He explains how Covid-19 has affected every generation; even if each generation experiences different effects, the pandemic is still affecting everyone , not merely one age cohort. It follows that events that have been used to identify one generation–9/11 with Millennials, Covid-19 with Generation Z, etc.–are incorrectly attributed to that one age group. These events have indisputably affected every generation alive to experience them, and as such perhaps cannot contribute to the identification of a single generation. While it is true that these events are experienced collectively, it does not necessarily follow that these events did not shape a particular generation. For one, experiencing a pandemic while trying to pursue an education will inevitably affect how Generation Z views the importance of higher education. Having a collective coming-of-age event marks a generation as distinct, different, and unique. It’s true: societal events affect all generations universally. However, generations do provide a general idea of the cultural, linguistic, and ideological values of a certain age group, as each age group has been shaped differently by these shared experiences. These events produce a network of camaraderie for a specific generation, and as such shape generational identities differently.

The rise of social media and the Covid-19 pandemic will undoubtedly serve as identifying, collective experiences for Generation Z. The generation will emerge from the consequences of such events with a more firmly rooted identity. It will have undergone a massive, shared political awakening; such political unrest and urgent desire for societal change are influential experiences that have already altered the identity of this youth. Generation Z will also have experienced a period of extreme political polarization, which will surely affect the political tendencies and cooperative efforts of this generation in the future. This age period will have experienced massive linguistic and educational shifts, resulting in a naturally unique identity of expression and standard of communication. The consequences brought about by the pandemic and the power of social media will change how this generation thinks and behaves in the future, just as past events have done for other generations.

To be able to recognize the differences between your own experiences and another’s and then identify the consequences of such experiences are fundamental skills for creating any significant connection or relationship. Understanding how recent, significant events have changed Generation Z is therefore key to forging connections between this age group and other ones. Whereas members of Generation Z need to understand the communication styles, education, values, and ideas of older generations, these older generations also need to learn about Generation Z and the factors that have influenced its holistic identity. Particularly, they need to understand how both the age of the internet and the Covid-19 health crisis have left irreversible, unique marks upon Generation Z and solidified these young adults as a collective, identifiable generation.

Works Cited

Belinne, Jamie. “Gen Z – The Communication Generation.” NACE Blog, National Association of Colleges and Employers, 23 July 2019, https://community.naceweb.org/blogs/jamie-belinne/2019/07/23/gen-z-the-communication-generation . Accessed 2 Dec 2020.

Costanza, David. “Can We Please Stop Talking About Generations as if They Are a Thing?” Slate: Technology , 13 April 2018, https://slate.com/technology/2018/04/the-evidence-behind-generations-is-lacking.html . Accessed 17 Nov 2020.

Glazer, Robert. “COVID-19 Will Permanently Change the Way Every Generation Lives–Here’s How.” Forbes , 1 April 2020, https://www.forbes.com/sites/robertglazer/2020/04/01/covid-19-will-permanently-change-the-way-every-generation-lives-heres-how/?sh=6ba328a1493b Accessed 9 Dec 2020.

Lennard, Natasha. “The Covid-19 Generation Divide Between Millennials and Boomers Ignores the Real Problem.” The Guardian , Guardian News & Media Limited, 4 June 2020, https://www.theguardian.com/commentisfree/2020/jun/04/how-coronavirus-could-bridge-generational-divides-not-widen-them . Accessed 7 Nov 2020. 

McWhorter, John. “The Coronavirus Generation Will Use Language Differently.” The Atlantic , 10 May 2020, https://www.theatlantic.com/ideas/archive/2020/05/how-coronavirus-generation-will-use-language/611473/ . Accessed 9 Nov 2020.

Parker, Kim, Nikki Graf, and Ruth Igielnik. “Generation Z Looks a Lot Like Millennials on Key Social and Political Issues.” Social and Demographic Trends , Pew Research Center, Published 17 Jan 2019, https://www.pewsocialtrends.org/2019/01/17/generation-z-looks-a-lot-like-millennials-on-key-social-and-political-issues/ . Accessed 2 Dec 2020. 

Pike, Lili. “Why So Many Young People Showed Up on Election Day.” Vox , 7 Nov 2020, https://www.vox.com/2020/11/7/21552248/youth-vote-2020-georgia-biden-covid-19-racism-climate-change . Accessed 9 Nov 2020.

Salinas, Rebecca. “The Politics of Generation Z: How Social Media Has Changed the Way Injustice Is Resolved.” The Highlander , University of California Riverside, 5 Oct 2020, https://www.highlandernews.org/75143/the-politics-of-generation-z-how-social-media-has-changed-the-way-injustice-is-resolved/ . Accessed 18 Feb 2021.

Taylor, Kate. “Instagram Is Gen Z’s Go-to Source of Political News — And It’s Already Having an Impact on the 2020 Election.” Business Insider , 1 July 2019, https://www.businessinsider.com/gen-z-gets-its-political-news-from-instagram-accounts-2019-6 . Accessed 18 Feb 2021.

Williams, Alex. “Move Over, Millennials, Here Comes Generation Z.” The New York Times: Fashion , 18 Sept 2015, https://www.nytimes.com/2015/09/20/fashion/move-over-millennials-here-comes-generation-z.html . Accessed 17 Nov 2020.

Spring 2023

Navigating a world that is designed for the garrulous: an introvert’s experience melissa bautista, tuition costs and financial stress: the struggle for affordability in higher education adrianna chamba, approaches to homelessness isabella espinosa, authentic vs. automated: where a.i. fails makena legault, complete respect louis lopez, the monument to amezquita javier mendez lacomba, teal walls and homemade feta cheese nevila meshi, metco: a solution or sacrifice morgan reilly, reinventing history: exploring bias in texas public school history textbooks olivia storck.

• ©2013 Rhetorikos. All Rights Reserved.

A STUDY EXAMINING THE IMPACT OF SOCIAL MEDIA USE ON GEN-Z WELLBEING

• November 2022

• Presidency University, Bangalore
• This person is not on ResearchGate, or hasn't claimed this research yet.

• HKBK College of Engineering

Discover the world's research

• 25+ million members
• 160+ million publication pages
• 2.3+ billion citations
• Risca Dwiaryanti
• Noah Anburaj Balraj
• Anusree Aravind
• Sangeerthana S

• CURR PSYCHOL

• Steven Dayan

• Naif AlRushaidan
• Saad AlFahhad
• Zadrian Ardi
• Shania Andrisa
• Melanie Morris
• Amanda Moscrip
• Recruit researchers
• Join for free
• Login Email Tip: Most researchers use their institutional email address as their ResearchGate login Password Forgot password? Keep me logged in Log in or Continue with Google Welcome back! Please log in. Email · Hint Tip: Most researchers use their institutional email address as their ResearchGate login Password Forgot password? Keep me logged in Log in or Continue with Google No account? Sign up

• Schedule Strategy Call

Gen Z Social Media: How They Use It and the Content They Want to See

Gen Z is a digitally native generation, immersed in the world of social media. They value and, to a large degree, respect the power of social connectivity, and they embrace the opportunities provided by technology. Generation Z is unmatched when it comes to using social media to connect with friends and family, while seeking community-based and positive content. And they are shaping the future of social media – ever-present on the most popular social media platforms and early adopters of new social platforms. Understanding how Gen Z socials? That’s going to be a critical part of your influencer marketing strategy.

How Gen Z Socials

Let’s take a look at the social media habits of Generation Z and the role social media creators play in influencing their buying decisions.

How Much Time Does Gen Z Spend on Social Media?

The average Gen Zer spends about three hours a day on social media , with more than half of them spending 4 or more hours on social media every single day. While they’re not huge proponents of doom-scrolling, or even of using social as their go-to for work, Gen Zers rely on social media for leisure – using it for entertainment and connection.

Using Social Media as the Great Connector

Generation Z’s relationship with social media goes beyond entertainment and just having something to do. Social media platforms are integral to their daily lives, serving as spaces for self-expression, connection, and information sharing.

They know what’s up when it comes to the latest online trends, from viral challenges to the coolest filters. And they’re all about keeping it real with genuine connections that they initiate, foster, and nurture on social often before transferring those relationships to the physical world.

For Generation Z, social posts aren’t a highlight reel like they were for Millennials. For them, social posts are more akin to a continual stream of consciousness or their train of thought – a connection point.

For Generation Z, social posts aren’t a highlight reel like they were for Millennials. They’re the social media equivalent of their train of thought. Their posts and stories are a window into their lives and passions. They look for authentic and relatable content, valuing transparency and open dialogue.

This generation’s online trends revolve around inclusivity, empowerment, and social activism, as they leverage social media to amplify voices, drive conversations, and champion causes that matter to them.

Gen Z Social Media Platforms: Where They Hang Out and Why

When it comes to their favorite social media platforms, one stands tall above the rest: YouTube. Pew Research reveals that a staggering 95% of Gen Z teens between the ages of 13 – 17 use YouTube, making it the undisputed champion among teenagers. In fact, 19% of teen YouTube users admit to being constantly glued to the platform, which just further cements its significance as a go-to platform for Gen Zers.

Sidebar… YouTube is also a favorite with Gen Xers and Boomers.

But YouTube isn’t the only platform that captures the hearts of Gen Z. According to SproutSocial, 81% of Gen Zers have a fondness for Instagram and YouTube as their preferred social networks of choice. These platforms provide them with an outlet for self-expression, connection with others, and access to a vast array of content.

Instagram, TikTok, and Snapchat are the Hot Spots

When it comes to other popular social media platforms, Instagram steals the spotlight, with 62% of teens claiming to use it regularly. It secures the third position for teens’ most used platform, with Snapchat closely following at 59%. For 15% of teens, Snapchat is their go-to app – they’re basically on it all day long.

Gen Z Is In the Metaverse

Beyond just your run-of-the-mill social media apps, Gen Zers and their older counterparts, Millennials, are the most likely generations to spend time in the metaverse, according to Influencer Marketing Hub . The YouTube Trends Report revealed that socializing with friends and playing games are the most popular activities for Gen Zers when they enter this virtual realm.

So to recap: YouTube reigns supreme, Instagram remains a vibrant hub of self-expression, and the allure of the metaverse beckons. While Gen Z may be skeptical of social media as a trusted news source, they still rely on it daily for updates and connections.

Gen Z Preferred Content Formats

Gen Z has its own unique preferences when it comes to consuming content on social media. That means if you’re looking to engage with this tech-savvy generation, ya gotta know how to reach them on their own terms. So, let’s discover what type of content Gen Z prefers. 

It’s All About Short-Form Video for Generation Z

If there were a single content format that we’d say Gen Z was responsible for popularizing, it would have to be short-form video. Short-form video has taken the digital world by storm, and that whole trend pretty much started with Gen Z on Musical.ly and then TikTok. 

That Time Gen Z Made TikTok the Hot New Thing Everybody Was Doing

TikTok exploded during the pandemic and went from being a short-form video app teens were using to post 15-second dance challenges to being the most downloaded app in history. Seemed like EVERYBODY was on TikTok.

The following year (2021), Instagram launched Reels, a similar short-form video platform very much like TikTok that was [probably] low-key designed to stop the mass exodus from IG to TikTok. Then, like now, TikTok had INSANE reach and engagement while Instagram’s reach and engagement had been dropping drastically for years .

Unlike IGTV which was a separate Instagram app for long-form video content, Reels was an on-platform feature very similar to TikTok that Grammers could use to create, edit and post short-form video. The only major difference was that Instagram’s algorithm worked differently (which we’ll get into in a bit).

Nevertheless, in a very short time, all the major social media platforms were prioritizing short-form video content. Pinterest had Idea Pins; YouTube had Shorts. Even LinkedIn prioritizes short-form video content on mobile.

But that’s how impactful short-form video was and is for both content creators and those of us who are avid video watchers. According to the 2022 YouTube Trends Report, nearly 6 in 10 Gen Zers (59% of them) use short-form video to discover things they later watch in longer versions. These bite-sized videos provide a quick and entertaining way to catch their attention and leave them wanting more.

Gen Z x Podcasts: Audio Is an Important Format for Gen Z, Too

In a world dominated by social media and constant connectivity, Gen Z is always on the hunt for refuge and many take comfort in podcasts. Young listeners are turning to this medium for relaxation, escapism, and staying informed about the latest topics and social issues.

According to the Gen Z Podcast Listener Report   conducted by SXM Media and Edison Research, the number of Gen Z monthly podcast listeners between the ages of 13 and 24 years old (the oldest Gen Zers turn 26 this year, just an FYI) has increased by 57% over the last five years.

Approximately 24 million Gen Zers, or 47% of this demographic, have engaged with podcasts in the past month. Of those who are monthly podcast listeners, 75% listen to a podcast at least once a week.

To put this in perspective, there are about 66 million Gen Zers in the US, give or take. Of the ones who fall between the ages of 13 and 24 years old, 24 million of them listen to podcasts at least once a month, and 18 million of them are weekly podcast listeners.

Let’s break it down further:

• 80%  of 13-17-year-old monthly listeners are also weekly podcast listeners
• 72%  of 18-24-year-old monthly listeners are also weekly podcast listeners

This surge in podcast popularity can be attributed to a couple of different factors, including the trend of celebrities and influencers expanding their audiences and reach by adding podcasts to their content library.

Intimacy + That Personal Touch

Podcasts offer an intimate and personalized experience for Gen Z listeners, unlike other forms of media. Media scholar Henry Jenkins explains that podcasts are designed to be listened to on earbuds, creating a more personal connection between the listener and the content. This intimacy, combined with the focus on the human voice, allows podcasts to serve as a storytelling technique, making listeners feel like they are having a conversation with the hosts. As a result, podcasts provide a unique escape from the overwhelming noise of corporate media dominance.

Are Podcasts a Healthier Alternative to Social Media?

One thing worth noting from the Gen Z Podcast Listener Report is that podcasts offer a welcome contrast to social media in terms of emotional well-being. Over 80% of Gen Z listeners use podcasts for relaxation, escapism, and gaining a better understanding of their own feelings. This is important because a significant number of Gen Zers believe that social media has negatively impacted their emotional well-being. That feeling, unfortunately, is backed by sound science. A report by the McKinsey Health Institute highlights that spending more than two hours a day on social media can have detrimental effects on Gen Z’s mental health.

While the average Gen Zer spends 21 hours a week on social media platforms, of those who listen to podcasts at least weekly, 39% spend five or more hours listening to podcasts per week, and 22% spend 10 or more hours a week listening.

But the tie between social media and podcasts goes a bit further. According to the Gen Z Podcast Listener Report, 44% of podcast listeners 13 to 24 years old discover podcasts on social media, either by seeing something about the podcast in their feeds or through an influencer or someone they follow on social.

That’s not insignificant and just one more reason to focus your efforts on building omnichannel marketing into your influencer marketing strategy .

Do Podcasts Influence Gen Z Spending?

Yep. Podcasts not only provide a respite from social media but also have a tangible impact on Gen Z’s consumer behavior . The Gen Z Podcast Listener Report reveals that four in ten podcast listeners ages 16 and above have made a purchase after hearing a podcast ad, while one in three has asked someone to buy a product for them after hearing it advertised in a podcast. #thatpart

So, if you’re wondering if podcast influencer marketing and podcast marketing are effective methods of reaching Gen Z…  yes.

Visual Elements Matter

Overlays, visual effects, and stylized content should be a top priority. These eye-catching elements have proven to be marketing gold for both influencers and brands alike. They add a touch of creativity and make the content more engaging, attracting the attention of Gen Z and leaving a lasting impression.

And the Quirkier the Better

Both Gen Z and millennials have a particular affinity for quirky, quick, and high-quality content. They enjoy content that stands out from the crowd, captures their imagination, and provides a unique perspective.

So, if you want to connect with Gen Z, don’t be afraid to infuse your content with a dash of quirkiness and ensure it’s easily digestible.

How Gen Z Stays Up on Current Events

This Generation values staying informed, and not just grabbing a bunch of intel, but also being able to leverage it to share or impact outcomes.  So, it makes sense that Gen Z would turn to social media for news. While social media plays a crucial role in the lives of Gen Z, their trust in it as a news source is somewhat shaky 🤨.

Interestingly, despite the prominence of online news outlets, 60% of Gen Z still place their trust in newspapers (believe it or not).  And they consider social media the least reliable news source, followed by podcasts and cable news networks.

If they don’t consider it reliable, how is social media still a primary go-to for news? The answer is simple – UGC. While the narratives published by larger media outlets tend to elicit a side eye, a lot of breaking news now comes by way of eyewitness accounts that people post to their social feeds.

A good example of this is ATLSCOOP, an Instagram account that classifies itself as a community ( 👈🏽 important, right? Because of who the audience is), not a publisher.

And much of the content that ends up in their feed is user-generated content from IG users who are finding situations and breaking news out in the community, posting pics or videos, and tagging @atlscoop in their posts.

Gen Z Content Themes

When it comes to social media content, Gen Z has their finger on the pulse of what’s trending and what captures their attention. This influential generation embraces a wide range of themes and trends that reflect their diverse interests and desires. Let’s explore the fascinating world of Gen Z’s social media content preferences and discover what makes them tick.

The Big Chill

You would think youth would automatically be about high energy, a fast pace, and quick pivots. But the math on that just ain’t mathin’.  In fact, the opposite is true. Gen Z teens and young adults are more thoughtful and slower to act. They value comfort, peace, and chill mode.

Check this out:

• 83% of Gen Zers have sought solace in soothing content on YouTube, using it as a way to relax and cope with the pressures of life. From ASMR videos to calming nature scenes, they turn to social media to find moments of tranquility amidst the chaos.
• A staggering 90% of them have watched videos that transport them to a different place. Whether it’s virtual travel experiences, immersive storytelling, or vicarious adventures, Gen Z craves content that allows them to explore new worlds without leaving the comfort of their screens. These videos provide an escape from reality and fuel their thirst for discovery and curiosity.
• 69% of Gen Z say they return to creators or content that feels comforting to them.

Horror Content

Perhaps the other extreme is true as well in that 53% of them are drawn to online horror content, showcasing their fascination with the macabre. Whether it’s creepy stories, eerie videos, or spine-chilling experiences, they find excitement in exploring the darker side of the internet. So, if you’re looking to captivate Gen Z, don’t shy away from embracing the spooky and supernatural.

Online Community-Building Adventures: From Fandoms to Fashion Trends

Gen Z is all about embracing their passions and expressing their support for their favorite people and things. The majority of Gen Zers – a whopping 61% of them – proudly describe themselves as HUGE fans of one thing or another. Whether it’s a favorite band, an iconic TV show, or a talented creator, they wholeheartedly invest themselves in their fandoms.

Now, let’s step into the metaverse, where socializing with friends and playing games reign supreme. These two experiences have emerged as the most popular activities within virtual realms. Gen Zers gather with their friends, both old and new, to engage in lively conversations, explore virtual environments, and embark on gaming adventures together.

The metaverse has become a digital hangout where communities flourish, bonds deepen, and shared memories are created. What’s the metaverse, you ask? It’s like a digital wonderland where virtual and real worlds collide. Picture yourself exploring immersive virtual environments, attending virtual events, and interacting with avatars. Gen Zers are drawn to this cutting-edge concept, where the possibilities are endless and the adventures are boundless. 

Let’s play some games! According to YPulse, a whopping 88% of Gen Zers and 70% of Millennials regularly engage in gaming. Whether it’s console games, mobile apps, or online multiplayer adventures, gaming has become a significant part of their online lives. They immerse themselves in captivating storylines, conquer virtual challenges, and connect with friends through shared gaming experiences.

Fashion is another powerful thread that weaves Gen Z’s online communities together. A striking 60% of Gen Zers say they can replicate any fashion trend… on a budget. They’re savvy shoppers who have grown up during a time of economic uncertainty. So they know how to find affordable alternatives to popular trends and create their own unique styles.

Individuality is also an important theme, but for the content they consume and for the content they create. From thrift store finds to DIY fashion projects, they embrace their individuality and showcase their creativity through their outfits, ideas, and talents. Online platforms become their runway, where they can inspire and be inspired by fellow fashion, gaming, farming, music, (fill in your hobbies here) enthusiasts. 

Comfort Zones

Now, let’s talk about what keeps Gen Z coming back for more. A staggering 69% of them say they return to creators or content that feels comforting to them. Whether it’s heartwarming stories, relatable experiences, or familiar faces, they seek comfort and authenticity. 

And a Chance to Have Their Say

When Gen Zers land on your posts or websites, they want to do something. They want to tap, swipe, and click their way through the experience. Younger customers crave interactivity and engagement. So, make sure your content provides opportunities for them to take action and be a part of the journey. Whether it’s polls, quizzes, or interactive videos, give them the chance to participate and make their mark.

Gen Z x Social Media – a Distinctive Combination

The generation representative of young adults has pivoted away from many of the behaviors marketers have grown to recognize as pretty standard as it relates to young people and how they use social media. Gone are the days of painstakingly curated feeds and putting every purchase to a vote within your social network. Gen Z social media preferences and behaviors center around authenticity, individuality, and connection.

Instagram is the new phone number. The socially-driven algorithms that power Stories and DMs allow Gen Zers to rely on social media to build relationships that extend beyond the digital world. They are conscientious about engaging with content that promotes self-awareness, fairness, and relaxation. They’re about their grind, but only as a means of securing their financial futures, not for the bragging rights. The point is this – if you’re going to be successful reaching Generation Z on social media, you’re gonna need to know how to do it. An we can help.

Ready to 🐇-hole on all things Gen Z? Check out Gen Z catalog. 👀

Meet Generation Z: Characteristics and Values of America’s Most Diverse Generation

What Makes Them Buy: The Gen Z Spending Habits To Know in 2023

What makes them buy: gen x moms + gen z teens, gen z influencers with mad sway around the world.

Struggling to come up with creative concepts for your influencer campaign?

We have strategists for that sorta thing.

Let’s avoid those basic-looking product placement posts. They generally don't convert anyway. Our campaign strategists work with our sales team + your in-house team to dream up multiple creative, fun, on-brand concepts for your influencer campaign. This way, your campaign not only reaches a bunch of people and gets engagement, you also end up with a catalog of really, REALLy great visuals to reuse across your own branded channels. (And you can download those suckers right from your campaign dashboard on our platform.)

Influencer Partnerships: The Agency’s Technical Guide to Choosing the Right Influencers

The Price of Influence: How To Set Your Influencer Marketing Budget

Influencer Marketing for Crowdfunding: How It Works

What Is Crypto Influencer Marketing and Does it Work?

The Marketer’s Guide to YouTube Features

How To Use Pinterest Marketing To Power Your Influencer Strategy

Awareness or Conversions?

There are times you’ll NEED an awareness campaign. Launching, rebranding or trying to grab customers from a competitor? Go with awareness. Need help deciding?

Set Up a Strategy Call

10 of Our Favorite Funny Influencers

The Marketer’s Guide to Working with Mega-Influencers and Celebrities

Get tactical tips deliver to your inbox every other week

• Subscribe Today

The Shelf | 2055 Piedmont Rd NE, Atlanta 30324 | © 2012-2024 Shelf, Inc 

Ready to run your next campaign?

Make me famous

I want clicks

Modal Header

How Social Media Shaped Gen Z In The Recent Years

Link Copied

Share on Facebook

Share on Twitter

Share on LinkedIn

Social Media Fever!

In the present era, where social media is so popular, it has taken over our lives. The most impacted group is Gen Z, who were born between 1995 and 2012. Our relationships with one another, as well as how we express ourselves to others, have radically changed. The impact of social media on Gen Z has led to having different perceptions and ideas of their bodies and of themselves. In a survey conducted by the Royal Society for Public Health (RSPH) in the UK, young people between the ages of 14 and 24 reported that 70% of them felt self-conscious about their appearance after viewing flawless photos on social media. This blog will help you understand how social media shaped Gen Z in the last few years, affecting Generation Z's self-image and body-image.

How Social Media Shaped Gen Z in the Recent Years

They have taken over as the main demographic on the majority of social media sites which is how social media shaped Gen Z over the years. This is because they were raised by digital nerds. Their life, including their social interactions, mental health, and sense of self-worth, have been significantly impacted. It's crucial to comprehend how social media shaped Gen Z. We may use this information to address present problems and take full benefit of social media. It is equally important to understand the social media habits of Gen Z's to better the approach and understand how social media shaped Gen Z in recent years. Let's take a look at the impact of social media on self-esteem and body image:

1. Idealized Beauty Standards

Examining how social media shaped Gen Z  talks a lot about Idealized beauty standards that have long been a cause for worry, but with the rise of social media, the temptation to adhere to them has grown stronger and more harmful, especially for the young-adult generation. Social media platforms are flooded with pictures of idealized beauty, from models with faultless bodies to influencers with perfectly contoured features. Let's examine what impact os social media on Gen Z we can see here in terms of their well-being:

1. Feelings of inadequacy

The impact of social media on self-esteem and body image through flawless images of influencers can contribute to feelings of inadequacy in most people. According to research by the National Eating Disorders Association, 70% of American teen girls think social media shapes their conception of the "ideal" body type. Exaggerated beauty standards promoting society’s stereotype of certain body shapes have been related in studies to disordered eating, depressive symptoms, anxiety, and a negative perception of body image among Gen Z. This projects a negative impact of social media on Gen Z.

2. Heightened social media use may be the culprit

According to the study, Gen Z users who spend more than two hours each day on social media are more likely to lead to Gen Z body image issues. The relationship between Gen Z and social media is quite complex.

3. Filters and masks

Exaggerated beauty standards impact Gen Z's self-image in a number of ways, most notably by the usage of filters and editing tools on social media. One way how social media shaped Gen Z is through the introduction of filters and editing tools. These tools may seem innocent ways to enhance how someone looks, although it has impacted a lot of GenZ body image issues within this generation.

4. Impact of Social Media on GenZ

Social media platforms are saturated with images of beautifully toned faces, bodies, and skin. Exaggerated and stereotypical beauty standards have increased as a result, which could result in an impact of social media on Gen Z. These pictures set the stereotype that impacts people's perceptions of what beauty should be like leaving them with low self-esteem and feelings of inadequacy.

2. Filters and Editing

The impact of social media on Gen Z and the issues regarding self-image and body image has been greatly influenced. The use of filters and editing tools on social media platforms displays how social media shaped Gen Z. In a survey conducted by the National Eating Disorders Association, 42% of participants said that looking at filtered or manipulated photographs on social media made them feel worse about their own appearance. Check out our interactive visual web story on the 5 Ways to Use Social Media for Education to learn how to harness this power for good.

1. Ease of use

Users may easily alter their appearance in photos and videos due to the unending list of photo editing applications and 'beauty filters' on well-known social media platforms like Instagram and Snapchat. They can then portray a different version of themselves to their followers in order to feed their body-image issues as a never-ending struggle between Gen Z and social media.

2. False beauty standards

While these tools might be enjoyable and amusing, they also have the potential to instill in young people false beauty standards and expectations as a major impact of social media on Gen Z. Users in Generation Z might feel under pressure to modify their images to meet these idealized beauty standards with zero flaws. This all falls under the ‘negative effects of social media on Gen Z’.

3. False perceptions

Photos on social media frequently show people who don't look anything like they do in real life which is how social media affects Gen Z. Users may utilize this to their advantage as they compete to offer the greatest image of themselves online, which may add to a culture of comparison and competitiveness.

4. Beauty standards

Additionally, the usage of filters and editing tools might support unfavorable assumptions about what constitutes attractiveness, such as the notion that lighter skin and smaller noses are more attractive. For those who do not conform to these limited standards of beauty, this can be very harmful because it makes them feel even more alone and insecure. Beauty standards have affected how social media shaped Gen Z.

3. Comparing Oneself to Others

Gen Z and Social media have made it simpler than ever to compare oneself to others, which can be harmful to one's self-image and body image. Comparison is a normal human urge. Social media comparisons might have a negative impact on Gen Z in particular, however.

1. Idealized displays of one’s life

People usually display their best selves on social media, highlighting their accomplishments, vacations, relationships, and physical appearances. It can be simple for Gen Z to feel inferior or uneasy by comparing themselves to these idealized portrayals of others since this is how social media shaped Gen Z for years. A survey by Girlguiding UK reported that 57% of girls between the ages of 11 and 21 felt that social media influencers influenced their definition of beauty.

2. Social media feeds

Social media shaped Gen Z by using their algorithms to frequently encourage this comparison attitude by displaying material to users that matches their choices and interests. Users are therefore likely to view more content they have previously interacted with, such as postings from users with comparable body shapes or physical characteristics..

The relationship social media and Gen Z share may therefore experience pressure to live up to these irrational beauty standards, which can result in a negative self-image and even the emergence of eating disorders. It's critical to understand that everyone is unique and attractive, despite the ideals and images that are frequently promoted on social media.

4. Cyberbullying

Another important aspect that significantly adds to the negative effects of social media on Gen Z's self-esteem and body image is cyberbullying. Mean comments, threats, gossip, and even phony accounts set up to harass someone are just a few examples of the various ways that cyberbullying may manifest. 37% of respondents between the ages of 12 and 20 who participated in Ditch the Label's annual bullying survey said they had encountered online body shaming.

1. Online criticism

A young person's self-esteem can be damaged by repeated exposure to criticism and unfavorable comments. This results in emotions of insecurity, anxiety, and melancholy. Many people harass others out of jealousy or feelings of complexity due to their success, notoriety, and accomplishments as a significant impact on Gen Z. According to research by the Cyberbullying Research Center, 33.8% of teenagers who had been the target of cyberbullying said it was caused by their looks or perception of their bodies.

2. Mental health

Cyberbullying has been linked in studies to a variety of Gen Z’s mental health issues. According to studies, Gen Z who experience cyberbullying are more likely to experience depression, anxiety, suicidal ideation, and self-harm. According to a survey by the anti-bullying organization Ditch the Label, more than half of young people between the ages of 12 and 20 have experienced cyberbullying, with appearance serving as the main justification for the abuse. One way how social media shaped Gen Z is the by-product of cyberbullying. This has major repercussions, as indicated by the fact that over 40% of respondents said they had experienced anxiety or sadness as a result.

In order to defeat cyberbullying and its impacts, it is essential to give young people a safe and encouraging online space. This can be done by putting anti-bullying policies in place on social media sites, helping people who have been bullied, and educating kids about appropriate online conduct. Promoting positive body image and self-esteem is also essential rather than endorsing unrealistic beauty standards.

Explore The Most Affordable Student Accommodations Near You

Book through amber today!

5. Negative Effects on Gen Z’s Mental Health

Anxiety, despair, and low self-esteem have all been linked to the harmful impact of social media on Gen Z’s mental health, particularly in Gen Z. According to studies, using social media can cause thoughts of social comparison, which can result in unfavorable sensations and a lowered sense of self-worth.

Social media may worsen feelings of loneliness and social isolation in addition to body image issues. Despite the platforms' stated aim of encouraging connections and communities, research shows that how social media shaped Gen Z can result in loneliness and isolation. This is due to the fact that connections made through social media frequently lack the richness and depth of in-person conversations.

Gen Z VS Other Generations

Let us take a look at the factual stuff about genZ and social media:

1. In comparison to previous generations, a higher percentage of Gen Z respondents in the majority of the countries surveyed believe they are in poorer mental, social, and spiritual health. (Globally, 1 in 7 baby boomers and 1 in 4 Gen Z respondents say their mental health has gotten worse in the last three years.)

2. In comparison to male Gen Zs, female Gen Zs were almost twice as likely to report having poor mental health ( 21% versus 13%, respectively). One can see the patterns of how social media shaped Gen Z.

3. More than any other generation, Millennials, and Gen Z believe that there have been negative effects of social media on Gen Z. A negative relationship between screen time and psychological well-being has been shown in studies of young adults who use social media, meaning that the more screen time you spend, the worse your well-being gets.

4. The negative effects of social media on Gen Z tend to be more susceptible. It is among Gen Zs who spend more than two hours per day on social media and Gen Zs with poor mental health are particularly vulnerable.

How are People of Different Generations Using Social Media?

1. The majority of people utilize social media in some capacity. Across all age groups, more than 75% of respondents said they use and check social media sites for at least 10 minutes each day.

2. More than one-third of Gen Z respondents claim to use social networking sites for more than two hours every day. Although Gen Zers spend the most time online passively, this chronic usage is how social media shaped Gen Z. Millennials are the most active social media users, with 32% claiming to post once or more per day.

3. According to a study, passive social media use (such as scrolling) over time has been linked to declines in subjective well-being.

4. The popularity of video based social media platforms has increased dramatically among the Gen Z. 34% Gen Z use TikTok for video content while Youtube stands at 24%, Google at 19%, and Instagram at 17%.

Positive Aspects of Technology Use

We all are very much aware of how Gen Z is shaping the future of technology , but do read about the positive aspect of the relationship between Gen Z and social media below:

1. Improvement in mental health: The use of social media can improve Gen Z’s mental health. All respondents, regardless of generation, stated that social media can increase their sense of community and allow them to express themselves more freely. This is how most envisioned how social media shaped Gen Z.

2. Accessibility: Access to medical resources can also be made easier by technology. Even those who live in remote places or have limited access to transportation can receive therapy and support groups with the help of digital Gen Z’s mental health initiatives.

3 . Online health services: Social media and Gen Z go hand-in-hand with online mental health services. Compared to Gen X and baby boomers, who reported using digital mental health programs at a rate of 30% each, 47% of Gen Z respondents said the same.

4. Digital health tools: Mental health can benefit from digital health tools. Across all generations, four out of five respondents said that participating in online programs for Gen Z’s mental health had improved their well-being. This is how social media shaped Gen Z in terms of mental health.

Overall, social media can offer a variety of advantages and opportunities, but it's crucial to be mindful of any possible harm it may do to Gen Z’s mental health, especially for members of Generation Z who are developing in a world where social media is pervasive. Prioritizing self-care and mental health is crucial, as is using social media with a critical eye. Keeping an eye out on how social media shaped Gen Z can provide valuable lessons on how to harness it in the future. Of course, Gen Z habits differ from other groups, Read about Gen Z vs Millenials to know more about these differences. Mark Zuckerberg has ownership over major social media outlets such as WhatsApp and Facebook. Read all about his life's journey via this virtual guide on decoding student entrepreneur Mark Zuckerberg .

Frequently Asked Questions

How can we avoid the negative effects of social media on gen z, how does social media impact on gen z, how can parents help reduce the impact of social media on gen z, which generation is the most affected by social media, what are the self image issues of gen z.

Your ideal student home & a flight ticket awaits

Follow us on :

Related Posts

The 10 Best Extracurricular Activities for Students

20 Top Beauty Micro-Influencers You Wanna Work With In 2024

Top 12 Food Influencers in 2024

Planning to Study Abroad ?

Your ideal student accommodation is a few steps away! Please fill in your details below so we can find you a new home!

We have got your response

amber © 2024. All rights reserved.

4.8/5 on Trustpilot

Rated as "Excellent" • 4800+ Reviews by students

Rated as "Excellent" • 4800+ Reviews by Students

Sofia's Civic Issue Blog

Ethical dilemmas in our everyday technologies

How the Smartphone and Social Media Have Shaped Gen Z

Generation Z, born from 1995 to 2012 and often referred to as iGeneration, has grown up with an abundance of new technology. Just the iPhone for example, has had far reaching impacts on today’s adolescents. In a 2017 survey conducted on 5,000 teens, more than three out of four owned an iPhone. While having a technology savvy generation does seem to present benefits, many are against the changes that the smartphone has brought to our way of life. In recent years, Gen Z has been criticized for its lack of social skills and inability to make meaningful human connections. In one article by the Atlantic, the author even pointed out that smartphones and technology have “destroyed” this new generation. On top of its apparent strain on relationships, the increased use of iPhone in concordance with social media has shown an increase in the risk for depression and ultimately, suicide. Has how we communicate in the digital age really changed for the worse? In addition, how do we approach the concerns that many people, parents especially, face over “screen time”?

A common concern about smartphone usage is how it affects sociability. One side argues that the use of smartphones, social media, and our all too often immersion into our devices is affecting our real world relationships. The amount of time that we spend on our phones, from browsing the web to mindlessly scrolling through Instagram is cutting into the time we spent interacting with the people around us and even causes anxiety. Much of the problem stems from the idea of gaining “social capital”, or the benefit we gain from interacting with others. According to psychologists, there are two ways to do this: either artificially through outlets like Facebook or Instagram where we can be friends with hundreds of near strangers, or true bonding with others in real life. It’s important to note that these “virtual relationships” often cannot provide the amount of emotional support that a “real-life” friend would. One study found that emotional support displayed virtually is about one-sixth as effective as empathy provided in the real world. Therefore, this stance expresses that virtual connections are no substitute for real-life friends.

On the other hand, many argue that Gen Z is simply participating in a new form of communication, just as effective and as fulfilling socially, but drastically different than the world has seen before. One argument for this position is that people are now able to stay connected to friends that they would have drifted apart from later in life. For example, whether we’d like to or not, we now have the option to keep up with high school classmates and have the opportunity to reach out to them in ways that we couldn’t before. More meaningful perhaps is the ability to connect with distant relatives over social media or webchat. In addition, users can interact and share opinions with others through social media, thus increasing their awareness of the world around them. Having the opportunity to interact with people from diverse backgrounds is something previous generations missed out on as adolescents, but something that Gen Z now experiences and benefits from. All of these aspects are in fact contributing to the increased political activism and engagement that Gen Z displays, along with contributing to a culture of greater acceptance in the future.

A recent study has shown that eighth graders who heavily use social media are at 27% of a greater risk for depression than kids their age who use social media less, playing sports or even just doing homework instead. The effects of social media on mental health are hard to ignore, and down the road, we still don’t know what the lasting effects are as Gen Z grows into adulthood. However, is the utilization of technology worth condemning altogether? I believe it’s not, but I also believe there is a healthy balance that should be recognized. It’s unrealistic to expect that a teenager will simply restrict their technology and social media usage on their own, so it’s important that young people have a role model to look up to. For example, meal times with the family should be kept phone-free and focused on personal conversations. These might be pretty big expectations to have, but I fear that the mental health crisis Gen Z is currently facing will only augment as smartphones and social media continue to be focal points in our lives. Low self-esteem, sleep-deprivation, depression and cyberbullying have all been effects of increased social media usage, but when used properly our smartphones can be one of our greatest tools. We can use our phones and social media to rally the world with us in a movement, to increase awareness of important issues, and to keep in touch with loved ones. As a result, I have to disagree with the writer of the Atlantic article, who said that smartphones have destroyed a generation. Generation Z is far from total self-destruction, in fact, there are ways that smartphones and social media can affect change in the world that we never before thought possible.

https://www.wsj.com/articles/is-technology-making-people-less-sociable-1431093491

https://www.theatlantic.com/magazine/archive/2017/09/has-the-smartphone-destroyed-a-generation/534198/

https://www.cbsnews.com/news/social-media-fuels-a-change-in-generations-with-the-rise-of-gen-z/

4 thoughts on “How the Smartphone and Social Media Have Shaped Gen Z”

I agree that smartphones have allowed people to connect, bring awareness to issues, and ignite change in a rapid and powerful way, however, the effect they have on adolescent mental health makes me question their appropriateness for teenage population. Like you pointed out in your writing, when used properly, smartphones are great, but how likely is it that young people will use them properly?

Connection can be great – loneliness is a risk factor for depression so it could be argued that young people who frequently communicate with their friends may be more socially and emotionally healthy. However, there’s a documented difference in mental health outcomes for kids who engage in social interaction in-person versus those who do so from behind a screen – “kids [in a research study] who spent low amounts of time engaged in in-person social interaction, but high amounts of time on social media, were the most likely to be depressed” (Heid). Contrary to popular belief, the depression and other mental health issues that stem from smartphone use are not exclusively the product of cyberbullying. Nina Langton, a 16-year-old girl who attempted suicide from depression that was in part a product of social media, “was never ‘targeted’ [online]” like her some of her peers (Heid). Rather, Langton misused social media as a way to compare herself to others and lower her self-esteem which fueled the development of an eating disorder and intensified preexisting body image challenges (Heid).

We can’t point fingers at smartphones or social media as the direct causes of mental health challenges among the adolescent population, but an over-connected world where kids are constantly engaging online rather than face-to-face doesn’t help. There is a documented correlation between teenage smartphone use and the prevalence of mental health conditions, and while there is not enough research to determine causation, this trend is definitely something that needs to be further investigated. I don’t think it would be reasonable or possible to truly “limit” teenage smartphone use outside of a classroom setting, however, with trends that raise mental health concerns, it is imperative that adults remain attuned to this population and aware of the risks so they can address issues as they arise. Generation Z is not “destroyed,” but rather vulnerable because of hyper-connectedness.

Source: http://time.com/4974863/kids-smartphones-depression/

Hello Sofia! Thank you for sharing and choosing this topic of Generation Z to talk about. Personally, I find the concepts of social media, smartphones and their impact on modern-day adolescents to be something that’s fascinating and relevant to us. With the advent of better and better technology, there has most definitely been a rising trend of social media and digital life in modern society. In fact, according to the United States Health and Human Services department, approximately 73 percent of teens have possession of a smartphone. Of those that do have mobile devices, 94 percent of them browse internet daily and 71 percent of teens have access to more than one social media site. Considering the United States population, these are some astounding statistics of the prevalence of social media, smartphones and digital life in general in our current culture. I think you did a really great job illustrating the pros and cons of social media as an agent that can both help and cause harm in the modern-day age. Though there has comparatively not been as much research on this subject, there is a definite correlation between social media usage and lower mental health among teens. This correlation, however, may not represent a causation and simply be a result of socially awkward and depressed people accessing social media more frequently than those who aren’t. While the concept of social media makes “socializing” easy and convenient, it does so at the cost of genuineness. People who are on social media a lot often do so at the expense of reduced face to face interactions (as you mentioned) and less experience with the real world. Oftentimes, social media aspects such as cyberbullying and hyper-focus on superficial concepts (ie likes) in turn can lead to lower self-confidence, anxiety, and depression. From personal experience, it’s not uncommon now to go to a party, then awkwardly stand around while browsing your phone trying to think of a good conversation topic. At the same time, social media has done an incredible job in keeping people from around the world and states connected with each other. With messaging and communicational apps such as Skype, Wechat, snapchat and Google Hangouts, it’s easier than ever to maintain long-term relationships and contact with people you’ve grown close to. What would normally be a “goodbye” for many graduating students (college and high school) has now become a “see you later” as they now have the means to maintain contact through video chat and text messaging. Oftentimes, this long-term contact can even help bring communities together by organizing meeting times where people are able to rendezvous face to face. In addition, modern day “video games” have evolved similarly not only as an entertainment industry but also as a social concept. Games such as League of Legends, Dota, and Overwatch have since incorporated a means for real players to interact with each other both in game and outside of the game. It’s not uncommon for many friends to connect and socialize their love of a game and even voice chat together while playing said game. In fact, there are whole communities and intricate “jargons” built around integrating knowledge and playstyles for individual games.

Sources: https://www.psycom.net/social-media-teen-mental-health

https://www.hhs.gov/ash/oah/news/e-updates/february-2016-teens-social-media-use/index.html

http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/pi_2015-04-09_teensandtech_06/

Thanks for sharing this with us. One thing that you pointed out that I find to be particularly interesting is that children who spend a large amount of time on social media and a short amount of time engaging in social interactions are found to be the most depressed group of children. This made me wonder how children who spend large amounts of time on social media AND interacting with others face to face compare.

I remember reading about a study a few years ago that measured the amount of eye contact each age group demonstrated in a conversation. Generation Z demonstrated far and away the least amount of eye contact, and researchers attributed this to the fact that we are so used to looking down at our phones that we have forgotten to look up every once in awhile.

Phone addiction was actually added to the list of mental health disorders a few years ago, citing evidence of depression caused by social media and “too much screen time.” CNN even cited nomophobia (No Mobile Phone Phobia) here ( https://www.cnn.com/2017/11/30/health/smartphone-addiction-study/index.html ). The same article includes a quiz to test to see if you are, in fact, a part of the 50% of teenagers that claim to be addicted to their phones. The Pew Research Institute even stated that 94% of smartphone users refused to leave their house without their phone ( http://www.pewinternet.org/2015/08/26/chapter-1-always-on-connectivity/ ).

Cell phone use in itself is not a problem, but anything in excess is. I recently downloaded an app on my phone called “Moment” that tracks the number of times that I pick up my phone in a day, the amount of time I spend on my phone, and how much sleep I get… and the results have been horrifying. Because of this, I have been working harder to put my phone down and enjoy my surroundings.

fuck you stupid ho

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

• PIR Center’s history
• PIR Center Virtual Museum 
• Feedback on PIR Center’s work
• PIR Anniversaries
• PIR Center Experts
• PIR Center Staff
• PIR Center Advisory Board
• PIR Center Executive Board
• Vladimir Orlov
• PIR Center Expertise for Media
• Future of the NPT & Russia’s Interests
• Arms Control and Scenarios of Nuclear Disarmament
• Rebuilding the Russian-American Dialogue on Global Security
• Iranian Nuclear Program: Russia’s Interests
• Assessing Prospects for Establishing WMD-Free Zone in the Middle East
• Oral History of Nuclear Nonproliferation: Voices from Russia
• Global Security: New Ideas for Russian Foreign & Security Policy
• Towards a New European Security Agenda
• Prospects for Cooperation between Russia and the Gulf States on Global Security and High Technologies
• Prospects for Cooperation between Russia and Sub-Saharan Africa on Global Security and High Technologies
• International Information Security, Cyber Threats, and Impact of Emerging Technologies
• BRICS Potential for Global Peace and Security
• Global Internet Governance and International Information Security Program
• Perspectives for Russia-ASEAN cooperation in strategic spheres
• Cybersecurity of Critical Nuclear Infrastructure
• Security in Central Asia and Russia
• Global Internet Governance and International Information Security
• International Security Index iSi
• Sustainable Partnership with Russia Group
• Arms control and ways toward nuclear disarmament
• The Future of the Global Partnership Program and Russia-US Cooperation in Nuclear Security
• Reform of the Russian Armed Forces: Assessing the Developments
• Prospects for the Arms Trade Treaty
• Russia-Ukraine: Shaping Common Views on European Security Architecture
• About Education & Training Program
• International School on Global Security
• International Dual Degree M.A. Program
• Internship Program
• Cooperation with Universities
• Midweek Brainstorming Sessions
• The International Timerbaev Nuclear Debates & Amb. Timerbaev's Scientific Archive
• Ten-Year Global Plan on Promoting Disarmament and Nonproliferation Education: 2018-2027
• Archived projects
• Security Index
• PIR Press News
• Yaderny Kontrol (Nuclear Control) E-Bulletin
• PIR Library Book Series
• White Papers
• Our publications
• About the platform
• Online Courses
• Video Journal
• Nuclear Nonproliferation Textbook (Digital Edition)
• Infographics
• Community News
• About Community
• Areas of activity with Community
• Open Collar

Generation Z Engagement in Politics: Preferences and Perspectives

Scholars and academics have explored the unique characteristics, values, and perspectives associated with different generational cohorts for thousands of years. By doing so, they have deepened our understanding of how generational differences can shape society and influence its trajectory over time [1] . Before delving into the differences between age brackets, it is essential to define the word “generation”. In essence, a generation refers to a group of individuals who were born around the same time and grew up in similar surroundings. These individuals within the same birth cohort tend to display similar traits, values, and preferences throughout their lifetime.

The study of differences between and among generations has been known since the times of ancient Greek philosophers such as Plato [2] . In the 19th century, Giuseppe Ferrari, who wrote Teoria dei Periodi Politici, observed that every 30 years a new set of leaders take over the government, bringing new ideas and perspectives that differ from their predecessors [3] . One of the causes of sociological change is human biology. Just as the cells in our bodies constantly change over time, so too do a society’s norms and ideologies [4] . The 19th-century French philosopher August Comte observed that the evolution of society is driven by the process of generational turnover. Each successive generation introduces new ideas, practices, and values and thus play a vital role in shaping the culture [5] .

In the 20th century, prominent Hungarian intellectual Karl Mannheim advanced the theory that each generation learns from the traditions and norms of the society and ancestors that preceded them. In a series of essays, Mannheim observed that as new generations mature and become more involved in society, they begin to develop unique perspectives, ideas, values, and behaviors, which they carry with them through their lifetime [6] . As older generations die off, these new ideas and practices shape a new society. More recently, American political scientist Ronald Inglehart’s work in the 1970s provided an example of how generational differences manifest in society. Inglehart found that in contrast to the pre-World War II generation in Western Europe, who placed great importance on security and political order, the post-war generation tended to prioritize self-expression and freedom. This shift in attitude was eventually reflected in broader societal changes that liberalized Western democracies [7] .

Today, one in five Americans belong to the cohort known as Generation Z, Gen Z, Zoomers, iGeneration, centennials, post-millennials, or Homelanders. This demographic, the largest in the world today [8] , usually describes anyone born between 1997 and 2012, although precise birth year is not as important as other socio-economic factors in defining the group [9] . Gen Z are characterized as being digitally savvy, racially diverse, and socially aware. According to the global web index, Gen Z spends more time on social media than “millennials” — those born from the early 1980s to the late 1990s [10] . Furthermore, Gen Z is particularly drawn to visual content over written content as social media encourages them to share their perspectives, and pictures and video translate better to a wider audience. As more Gen Zers come of voting age, they will have more electoral influence [11] , and they will most likely use the digital space to communicate their opinions on politics, including foreign policy. This article seeks to understand the perspective of Gen Z regarding foreign policy, and specifically their attitudes toward global issues.

The Digital Dilemma: The Effects of Tech on Gen Z

Gen Z has witnessed the emergence of tremendous technological change, which has impacted society. The emergence of social media platforms such as Facebook and Friendster in the early 2000s represented the beginning of an important shift in society. They have helped individuals connect regardless of their religion and cultural or geographical location, and allowed members of Gen Z to share their thoughts and ideas with a global audience. There remains, however, a lack of debate about the benefits and drawbacks of social media on a societal scale.

Technology allows people to communicate more quickly in case of accidents or disaster, and can be utilized to raise awareness of social issues. In Abu Dhabi, for example, the police department uses Instagram to promote safe driving practices [12] . Yet, technology also has a dark side. Powerful people such as businessmen and politicians can use social media to shape public opinion, and recently concerns have been raised about the negative impact of social media on individuals [13] . The addictive nature of digital media has led to an increase in inactivity, which brings with it a variety of health concerns such as obesity. The bombardment of imagery on minds that are not yet fully developed has also led to psychological issues such as anxiety and depression [14] .

Global Politics and the “Solidarity Generation”  

Those born between 1997 and 2012 have witnessed a number of global events such as the emergence of the blockchain market and the rise of Artificial Intelligence. The reaction to the global Covid-19 pandemic severely impacted the global economy, which had a direct impact on Gen Z. Many experienced lay-offs, wage cuts, and other socio-economic challenges [15] . As a result of their experiences, members of Gen Z are likely to bring a new perspective to the role of government in addressing both domestic and global issues. Social justice and climate change are expected to be particular focuses of Gen Z, who have been characterized as a “solidarity generation” because of their inclination to join with like-minded people who share their values and ideals [16] . A 2017 global study of 20 nations and a 2021 study that surveyed 45 countries showed that climate change was the most significant issue of concern among the younger generation [17] .

One of the possible reasons for Gen Z’s focus on climate change and human rights rather than the global power competition, is that the United States has reigned as the dominant global player, with only China recently posing any kind of threat to their hegemony. Almost half of Gen Z prioritize climate change as a major threat compared to only 12% who believe countering China is a major concern [18] . A significant proportion of this cohort expressed a preference for a cooperative approach to China rather than embracing a new Cold War paradigm. Moreover, seven in 10 Zoomers believe that the U.S.’s military engagements in Iraq and Afghanistan were ill-advised and have had negative repercussions, as have the country’s policies regarding the Syrian civil war and Iran. The prevailing sentiment among Gen Z, who are characterized by extensive global connectivity, demonstrates a propensity for embracing collaborative foreign policies instead of aligning themselves with specific major political actors [19] .

Some policy makers might stereotype Gen Z as being distracted by the digital world and therefore less concerned about national security issues; however, this cohort exhibits a level of voting engagement approximately 20% higher than that shown by the previous generation, according to the Census Burea [20] . The Brookings Institution, a liberal American think tank, reached a similar conclusion about Gen Z’s level of political engagement after one of their seminars featuring expert policy makers discovered that 50% of the cohort they surveyed believed an increase in the national debt over the next three years could be a major problem in the future [21] .

In the United Kingdom, some of Gen Z’s formative years were spent during the Labour Party’s 13-year reign, from Tony Blair’s landslide victory in 1997 [22]  to Gordon Brown’s historic  91-seat loss that led to his resignation in 2010 [23] . It can be argued that these political events have influenced this cohort’s political views and that — especially in the aftermath of Brexit — many have a tendency to align themselves more closely with the Labor Party. They believe that social welfare should be prioritized, and that the government’s role is to redistribute wealth, even if that means an increase in taxes [24] .

In the Middle East, the so-called “Arab Spring” in 2011 had a profound impact on the political outlook of Gen Z. After a Tunisian fruit vendor set himself on fire in protest of President Zine El Abidine Ben Ali’s policies, widespread protests erupted that forced Ben Ali to resign on January 14, 2011. Eleven years later, a survey found that individuals from the Zoomer cohort, who matured in the aftermath of the turmoil, tend to perceive the era of Ben Ali as being relatively tranquil and prosperous. Conversely, the millennial generation, who were old enough to actually participate in the revolution, tends to believe the opposite [25] .

Given their large demographic representation, Gen Z is poised to play a pivotal role in shaping the future of government and individual rights. Many of these individuals have not yet fully matured in the realms of politics and foreign affairs, making it premature to pass definitive judgments on their beliefs and actions, but a few trends are already beginning to emerge.

Naturally, the interests of each cohort within this generation are influenced by their specific domestic needs. However, Gen Z tends to be driven by shared global values and thus issues such as climate change remain high on their agenda. The experiences of Gen Z, particularly their encounters with the Covid-19 pandemic and the challenges of low employment, have exerted a profound impact on their perspectives. Consequently, it is highly likely that they will want to focus on strengthening social affairs.          

[1]  Troksa, Lauren M. The Study of Generations: A Timeless Notion within a Contemporary Context. Undergraduate Honors Thesis. Boulder: University of Colorado, 2016. — 95 p. URL:  http://bitly.ws/J2Iz

[2]  Ibid.

[3]  Ferrari, Giuseppe. Teoria dei Periodi Politici. Milan: Hoepli, 1874. — 620 p. URL:  http://bitly.ws/Ku6L ; Delli Carpini, Michael X. Age and History: Generations and Sociopolitical Change // Political Learning in Adulthood: A Sourcebook of Theory and Research / Edited by Roberta S. Sigel. Chicago: University of Chicago Press, 1989. P. 11-55. URL: http://bitly.ws/J2Pn

[4]  Ibid.    

[5]  Origin and Use of Generational Theories // Are Generational Categories Meaningful Distinctions for Workforce Management. Washington, DC: The National Academies Press, 2020. URL:  https://doi.org/10.17226/25796

[6]  Ibid.

[7]  De Witte, Hans. Ideological Orientation and Values // Encyclopedia of Applied Psychology / Edited by Charles D. Spielberger.  Amsterdam: Elsevier, 2004. P. 249-258. URL:  https://doi.org/10.1016/B0-12-657410-3/00693-0

[8]  Branka. Generation Z Statistics – 2023 // TrueList. URL:  http://bitly.ws/J9eB

[9]  Age Range by Generation // Beresford Research. URL:  http://bitly.ws/Bbto

[10]  Branka. Generation Z Statistics – 2023 // TrueList. URL:  http://bitly.ws/J9eB

[11]  Barnett, Samuel; Thompson, Natalie; Alkoutami, Sandy. How Gen Z Will Shake Up Foreign Policy // Carnegie Endowment for International Peace. December 3, 2020. URL:  http://bitly.ws/JrCC

[12]  Abu Dhabi Police Launched Online Awareness Campaign // Gulf News. July 13, 2013. URL:  http://bitly.ws/JrHo

[13]  Ghosh, Dipayan. Are We Entering a New Era of Social Media Regulation? // Harvard Business Review. January 14, 2021. URL:  http://bitly.ws/JrIB

[14]  Sharma, Manu; Kaushal, Deepak; Joshi, Sudhanshu. Adverse Effect of Social Media on Generation Z User’s Behavior: Government Information Support as a Moderating Variable // Journal of Retailing and Consumer Services. № 72. May 2023. URL:  https://doi.org/10.1016/j.jretconser.2023.103256

[15]  Sajuria, Javier. Generation Z and Political Participation: A Comparative Analysis with Previous Generations // Politics and Governance. Vol. 7. № 4. 2019. P. 192-201.

[16]  Kelly, Diann Cameron. Inspiring Gen Z Voters to Participate in Voting and Volunteering // Advances in Applied Sociology. Vol. 13. № 1. 2023. P. 43-46. URL: https://doi.org/10.4236/aasoci.2023.131004

[17]  Ibid.

[18]  Barnett, Samuel; Thompson, Natalie; Alkoutami, Sandy. How Gen Z Will Shake Up Foreign Policy // Carnegie Endowment for International Peace. December 3, 2020. URL:  http://bitly.ws/JrCC

[19]  Ibid.

[20]  Ibid.

[21]  Gray, Gordon. The Politically Active Generations: Millennials, Gen Z Care About the Debt — and More // American Action Forum. February 7, 2020. URL:  http://bitly.ws/JrEG

[22]  The Labor Party won the 1997 general election by the largest majority of seats since 1945. See General Election Results // UK Parliament. May 1, 1997. URL:  http://bitly.ws/CTtu

[23]  In 2010, the Labor Party leader Gordon Brown stepped down, which paved the way for the Conservatives to return to power. See Booth, Robert. Gordon Brown Resigns // The Guardian. May 11, 2010. URL:  http://bitly.ws/CTvC

[24] Generation Z – Do They Exist and and What Influences Them? //  Ipsos. January 19, 2023. URL:  http://bitly.ws/JrGo

[25]  Boussen, Zied. Youth Perceptions of Politics in the Post-2011 Tunisia: Giving the Floor to Millennials and Gen Z // Arab Reform Initiative. May 25, 2022. URL:  http://bitly.ws/JrGZ

Key words: Modern Technology, Global Security

• Resources /
• Research Report /

How the online ecosystem shapes Gen Z digital natives

March 4, 2020

• Facebook link
• Twitter link
• LinkedIn link
• Student Success and Experience
• Digital Marketing and Communications
• Parent and Community Engagement

Generation Z students are the first true digital natives. These students grew up in the age of the smart personal device and accessible internet connectivity. Participation in the digital ecosystem has almost always been expected—if not required.

Gen Z has never had a question they couldn’t Google. They are accustomed to algorithms filtering their online world based on their interests. They expect tracking through digital cookies that autocomplete forms or targets them with ads for a jacket they browsed recently. Media has always been social and communication instantaneous, with teens sending more than 3,000 text messages monthly .

Gen Z’s eight-second window to be captivated by new content reflects the break-neck pace of the digital world. Colleges and universities who fail to adapt to the impacts of this force will struggle to serve Gen Z students.

As with any innovation, the digital ecosystem has benefits and risks: for example, the internet fosters community-building, innovation, and creativity, but can also spread misinformation or encourage toxic behavior.

Impacts of the digital ecosystem

How does this force impact Student Affairs? EAB research revealed some common impacts across a variety of colleges and universities:

• Students disengage from large volumes of information and need more directive and personalized ways to navigate campus resources.
• Students increasingly expect 24/7 service and one-stop-shop information hubs, both online and in person.
• Students and their families expect that most administrative transactions are completed online.
• Students expect that if they tell one campus staff person about their concern or situation, the next administrator they talk to will have that same information.
• There is a growing need for students to partake in online conduct and media literacy training.
• Online polarization is intensifying conduct issues, magnifying the visibility and range of flashpoints .

Maximize counseling center operations and efficiency

Guidance to meet the surge of demand put on counseling centers

Top challenges for student affairs

Today’s digital ecosystem has made personalization and on-demand service the norm. Student affairs leaders are challenged to adapt to these expectations with limited resources while balancing the needs of a workforce already subject to intense burn out. Investing in tech-based solutions takes time and money, and leaders hesitate to invest in something that may be quickly outdated or not resonate with digital natives. Some leaders are taking incremental steps in making their offerings more easily accessible and navigable through digital and in-person one-stop-shops . Others are making strategic investments in on-demand and tech-enhanced services, like 24/7 counseling center text messaging, phone hotlines, or AI chat bots that help student navigate resources.

Campus climate issues are made more complex in a hyper-connected digital age. Campus flashpoints are on the rise , requiring more attention from student affairs leaders to coordinate institutional response, stop the spread of misinformation, and mitigate damage to the campus community. Leaders struggle to make progress on mid- and long-term priorities as they jump from one crisis to the next.

Beyond student affairs: The impact of the digital ecosystem across campus

The digital ecosystem brings a wave of disruption to every corner of campus. We asked EAB experts to share how this force impacts the whole institution. Here are some of their top insights:

Academic affairs

Instructors deliver more rapid and frequent feedback on academic progress to engage students accustomed to the instantaneous feedback of texting and social media.

Enrollment management

Colleges and universities harness data analytics to personalize student recruitment tactics and messages.

Information technology

Good data governance is critical as institutions balance privacy requirements with students’ expectations for online and personalized services.

Impact of Gen Z’s mindset on campus

How cost-consciousness informs gen z’s higher ed expectations.

Gen Z culture of cost-consciousness has made this generation consider total cost of attendance very important to their college choice.

How Gen Z’s demand for radical transparency and authenticity impacts higher ed leaders

Gen Z values emphasizing transparency and authenticity means they expect more information and input on institutional decisions. Meeting students’ expectations for transparency and access to decision-makers requires more dedicated time from top leaders across the institution.

How Gen Z’s multifaceted diversity changes higher ed’s approach to equity and inclusion

Students expect to see their Gen Z demographics reflected in higher ed staff, programs, services, curriculum, and fellow students. Leaders must remove barriers to equity and include diverse identities in the classroom and the curriculum.

How Gen Z’s intensifying demand for mental health care affects campus resources

Institutions must develop campus-wide strategies to promote gen z mental health as the volume and severity of mental health issues continues to rise.

Harness the power of social media for effective climate crisis management

Here’s how to leverage the potential of sophisticated social media monitoring for a variety of strategic uses, including crisis management., it appears you already have an account registered with us. please login below or reset your password..

Remember me

Reset Password Cancel

• Create an account
• Learn more about partnership

Social media’s impact on Gen Z’s well-being

Gen Z is the first generation to grow up with social media as an inherent part of their lives. In fact, their love of social media has been coined a “digital opioid” by some experts, with one study suggesting that Gen Z teens spend an average of 9 hours on their phones each day; more time than eating or sleeping. It’s no surprise that for a lot of Gen Z smartphones are considered as important as food and shelter.

While the previous generation of young people grew up with personal computers in the home, Gen Z is the first generation to grow up with easy access to devices with internet access and social media — in fact, they do not have memories of a time before smartphones and social media.

Gen Z have used social media since they were young children, meaning that for many of them, social media is just “the way things are done”. But what impact is social media having on their mental health and well-being?

Study sheds light on social media’s impact on Gen Z

According to an ExpressVPN study , social media metrics (such as likes, comments, followers) have a profound impact on Gen Z’s well-being.

The researchers surveyed 1,500 Americans aged 16-24 to find out what impact social media has had on their lives. What they found was alarming.

• 61% of Gen Z say the number of likes they receive directly effects their self-esteem.
• 47% say they delete posts that don’t get enough likes.
• 86% admitted social media has a direct impact on their happiness.

An interesting find is that Gen Z feels less anxiety when there are fewer visible metrics. When asked about Instagram & Facebook’s hidden likes feature, 62% said it helped decrease anxiety, while 70% said it helped make posting more enjoyable and authentic.

So it seems social media companies are now starting to go in the right direction, but there’s still a lot more work that needs to be done. How can we help Gen Z manage these metrics and create a space where they can share authentically, without letting those numbers impact their mental health? How can we let Gen Z enjoy social media as just another aspect of life — not something that has the power to define who they are as an individual?

So many parents and educators are afraid to talk about social media with Gen Z, but it’s time we do something to help them navigate this new world, because the reality is that the way Gen Z uses social media will create a lasting impact on our society for years to come.

Share this:

• Renewable Energy
• Artificial Intelligence
• 3D Printing
• Financial Glossary

What is Gen Z?

Gen Z is currently the second-youngest generation, with millennials before and Generation Alpha after. Like every generation, Gen Z’s behaviors are shaped by how they grew up. Young people today have come of age in the shadow of climate doom, pandemic lockdowns, and fears of economic collapse. The first Gen Zers were born when the internet had just achieved widespread use. They’re called “ digital natives ”—the first generation to grow up with the internet as a part of daily life. The generation spans a wide range: the oldest Gen Zers have jobs and mortgages, while the youngest are still preteens. Globally, Gen Z is growing fast: Gen Zers will make up a quarter of the population  of the Asia–Pacific region by 2025. Read on to understand what makes Gen Z tick.

Learn more about our Growth, Marketing & Sales Practice .

What is a generation?

Get to know and directly engage with senior mckinsey experts on gen z..

Anita Balchandani is a senior partner in McKinsey’s London office; Erica Coe is a partner in the Atlanta office; Kana Enomoto is a senior knowledge expert and associate partner in the Washington, DC, office; Tracy Francis is a senior partner in the São Paulo office; and Jennifer Schmidt is a senior partner in the Minneapolis office.

No doubt you’re already familiar with the concept of generation within families. Your grandparents, parents, children, and children’s children all make up a distinct generation in relation to you. But each of them also belongs to a diffuse category of their peers, grouped together based on when they were born and what they experience during their lives. Social scientists have studied generations—in theory and more practically—for millennia. More recently, thinkers like August Comte have argued that generational change is the engine behind social change. More specifically, each generation entering into a new life stage at more or less the same time is the pulse that creates the history of a society.

Specific major-scale events can also shape the outlook of a generation and are often reflected in how they’re named. The Lost Generation, for example, is named for the malaise and disillusionment experienced by people who lived through World War I. Later, the Greatest Generation was named for the heroic sacrifice many made during World War II. Their children, born soon after the war ended, are called baby boomers; their outlook, in turn, was colored by the Vietnam War and the social upheavals of the 1960s. More recently, millennials’ worldviews have been shaped by the September 11 attacks and the proliferation of the internet.

Of course, these are generalizations: every so-called generation comprises a multitude of unique individuals with their own opinions, values, behaviors, and plans for the future. Some social scientists even believe that the practice of studying generations can obfuscate what motivates people on an individual level. Generational theory should be understood with this caveat, and used only as a way of thinking about society, rather than the gospel truth.

What is unique about Gen Z?

While there are substantive differences within the cohort known as Gen Z, there are a few commonalities its members share .

As the first real digital natives, Gen Zers—speaking generally—are extremely online . Gen Zers are known for working, shopping, dating, and making friends online; in Asia, Gen Zers spend six or more hours per day on their phones .

Digital natives often turn to the internet when looking for any kind of information, including news and reviews prior to making a purchase . They flit between sites, apps, and social media feeds , each one forming a different part of their online ecosystem. Having grown up with social media, Gen Zers curate their online selves  more carefully than those in prior generations have, and they are more likely to turn to trends of anonymity, more personalized feeds, and a smaller online presence, even as they voraciously consume media online .

Video-sharing social media sites have seen a meteoric rise as Gen Z comes of age. TikTok currently rules trends, feelings, and culture for Gen Zers, who make up 60 percent of the app’s one billion-plus users . Gen Zers flock to corners of the internet where they can discuss their passions and interests with those who share them—from gaming  to K-pop —bonding with both people they know in real life and ones they’ve only met online.

Gen Z also faces an unprecedented behavioral health crisis: US Gen Zers surveyed by McKinsey report the least positive outlook and the highest prevalence of mental illness  of any generation, and European respondents report struggling with self-stigma. This pessimism is fueled by growing global unrest , wars and disruptions , financial crises , and educational interruptions due to the COVID-19 pandemic . Feelings of “climate anxiety” are also widely reported : many Gen Zers report that they think about the fate of the planet on a daily basis.

They are already seeing decreased economic opportunity  and don’t assume a social safety net will be there to catch them as pensions shrink, saving for retirement gets more difficult , and the older population grows . Already, 58 percent of Gen Zers in a recent McKinsey survey reported not having a basic social need met —the largest percentage by far of any generation.

But Gen Zers also report a more nuanced perspective around the stigma of mental illness than other generations. European Gen Zers seem less inclined to discriminate against people with mental illness ( although they do stigmatize themselves ).

Introducing McKinsey Explainers : Direct answers to complex questions

However, Gen Z is also generally known for its idealism —they’re part of a new wave of “ inclusive consumers ” and socially progressive dreamers. Generally speaking, Gen Zers believe in doing their part to help stop the intensification of climate change  and to establish greater equity for all. More than any other generation, Gen Z collectively demands purpose and accountability , the creation of more opportunities for people of diverse and underrepresented backgrounds , and rigorous sustainable and green practices .

Learn more about McKinsey’s Retail , Healthcare , and Sustainability  Practices, and check out our Diversity and Inclusion collection .

How are Gen Zers different from millennials?

Those on the cusp of Gen Z and millennial—people who were born shortly before the turn of the millennium—are sometimes referred to as “Zillennials” or “Zennials.” That includes older Gen Zers who’ve been in the workforce for a few years and young millennials who identify more with Gen Z.

However, Gen Z generally has its own formative experiences distinct from those of most millennials . Here are some ways American Gen Zers differ from their older counterparts :

• They are generally more pragmatic , with both complicated idealism and worries for the future. Gen Zers dream of personal career fulfillment but expect economic struggles.
• They have less positive life outlooks , with lower levels of emotional and social well-being than older generations.
• They are more interested in belonging to an inclusive, supportive community .
• They are more individualistic, with a stronger sense  of personal expression.
• They are more politically and socially active , advocating for what they believe on social media.

What are Gen Z’s values?

Gen Zers generally have strong values related to racial justice  and sustainability . Mobilizations like the Global Climate March, led by Gen Z activist Greta Thunberg, thrive on the activism of young people.

Climate change is one of the issues  Gen Zers care about most. They frequently call for reform on personal, public, and global scales to prevent future catastrophe. Many Gen Zers describe themselves as environmentally conscious, and the majority of Gen Z expects to see sustainability commitments  from companies and organizations.

Gen Z is also living in a time marked by rapidly rising inflation  and financial woes. Rising student loan debt  also plagues many members of this generation.

What are Gen Z fashion trends?

Gen Z loves expressive clothes, wants to stand out rather than fit in , and has an ever-changing style —what was in a month ago might already be out today. Their trend-chasing habits are supported by fast-fashion retailers supplying accessible ways to switch it up. One Gen Z staple shop, Chinese fast-fashion giant Shein, adds 6,000 new products to its website per day . This may seem at odds with the generation’s values of sustainability, but the speed at which Gen Z trends change and their desire for unique style can sometimes overcome their eco-scruples.

Gen Zers also love thrifting and vintage styles—which are much more in line with their calls for circular fashion . Both ’90s and y2k-style clothes have seen a major comeback, including fast-fashion dupes and clothes dug out of closets and thrift stores. Fashion resale has experienced massive growth  thanks to Gen Z resellers and influencers, and it’s normal for a Gen Z wardrobe to be a mix of cheap fast fashion and treasured vintage pieces.

Learn more about McKinsey’s Retail Practice .

What do Gen Z shoppers want?

The internet has changed retail forever and shaped the tastes of digital natives. Here’s how:

• Consumption is about access rather than ownership —Gen Zers subscribe to streaming platforms instead of buying films or music. This trend extends even to services like car shares or luxury-clothing rentals.
• Gen Zers accept their tastes might change, and they are more likely to spend on experiences that enrich their day-to-day lives  than millennials, who are more likely to splurge on luxury.
• Members of this generation care about ease of use: mobile pay, app-based services, and simple online transactions are important, and brands have found major success by restructuring to suit Gen Z tastes .
• Gen Zers like brick-and-mortar stores more than millennials do but still want a great online shopping experience . Some brands have even found success through online-first launches , often supported by Gen Z consumers.
• Ads are everywhere; Gen Zers experience brands “ at every moment ” as they move through their digital and physical worlds.

And as a generation committed to its values, Gen Z expects the same of its retailers—Gen Zers often choose brands that have a strong story or purpose , as well as those committed to green practices . In one McKinsey study, 73 percent of Gen Z reported trying to purchase from companies they consider ethical, and nine out of ten believe  that companies have a responsibility to address environmental and social issues . However, they can tell when a brand is just paying lip service and isn’t backing up diversity  or sustainability claims with real change.

Many Gen Zers throughout Asia see the internet as the first place to go  when researching new products to purchase; in the United States, 40 percent of Gen Zers admit to being influenced online , often by the brands featured in the videos they watch. Members filter a lot of information, from influencers, family, and friends, to decide where and how they want to spend .

For more in-depth exploration of these topics, see McKinsey’s Generation Z collection . Learn more about Gen Z insights by subscribing to our newsletter —and check out entry-level job opportunities if you’re interested in working at McKinsey.

Articles referenced include:

• “ The Gen Z Equation ,” June 26, 2023, McKinsey Quarterly Five Fifty
• “ Heat waves, the war in Ukraine, and stigma: Gen Z’s perspectives on mental health ,” September 27, 2022, Lea Arora, Erica Coe , Martin Dewhurst, and Kana Enomoto
• “ Addressing the unprecedented behavioral-health challenges facing Generation Z ,” January 14, 2022, Erica Coe , Jenny Cordina , Kana Enomoto , Raelyn Jacobson , Sharon Mei, and Nikhil Seshan
• “ Giving Gen Z customers what they want: A conversation with by.U ,” November 11, 2021, Edward Ying, Trio Lumbantoruan, and Andrew Roth
• “ Gen Z and the Latin American consumer today, ” December 10, 2020, Tracy Francis  and Fernanda Hoefel
• “ How Gen Z and millennials are shaping the future of US retail ,” September 28, 2020, Bo Finneman  and Emma Spagnuolo
• “ Meet Generation Z: Shaping the future of shopping ,” August 4, 2020, Bo Finneman  and Emma Spagnuolo
• “ The young and the restless: Generation Z in America ,” March 20, 2020, Shruti Bhargava, Bo Finneman , Jennifer Schmidt , and Emma Spagnuolo
• “ Asia’s Generation Z comes of age ,” March 17, 2020, Thomas Rüdiger Smith and Naomi Yamakawa
• “ The influence of ‘woke’ consumers on fashion ,” February 12, 2019, Imran Amed, Anita Balchandani , Marco Beltrami, Achim Berg, Saskia Hedrich, and Felix Rölkens
• “‘ True Gen’: Generation Z and its implications for companies ,” November 12, 2018, Tracy Francis  and  Fernanda Hoefel

Want to know more about Gen Z?

Related articles.

How does Gen Z see its place in the working world? With trepidation

Addressing the unprecedented behavioral-health challenges facing Generation Z

Heat waves, the war in Ukraine, and stigma: Gen Z’s perspectives on mental health

INDUSTRY NEWS

Social Media is Changing Gen Z’s Career Aspirations

• Home  / 
• Blog  / 
• Social Media is Chan...

The past few years brought about major shifts in our society, from working and learning at home to consuming more content than ever before. One of the most significant shifts however, is students’ perception of higher education. A recent survey done by Snapchat showed that 47% of US students who had defined paths are now re-assessing their options and about half of today’s Gen Zs and Millennials want a non-traditional career path, compared to less than a quarter of Gen Xs and Boomers. 

Today we’ll take a look at why this shift is happening, how influencers and creators are adding to this shift, what types of career paths the younger generation is looking for, and how brands can capitalize on this information.

The Perception of Higher Education is Changing

Historically, the path that has been laid out to students for lifelong success is this: graduate high school, go to a 4-year university, get a degree, and enter the corporate workforce. And while this path is necessary for a laundry list of career paths (i.e medical professionals, lawyers, scientists, etc) there are career paths out there that do not require higher education in the traditional sense.

Many young students have shifted their perspective on what a “desirable” job is, with many of them looking to take a more non-traditional route. This can mean a few things. Maybe higher education isn’t a viable option from a monetary standpoint, perhaps they want to start an entrepreneurial venture, some are looking to go into a creative field that isn’t necessarily taught well through higher education, maybe they want to freelance, or school may just not be for them. Whatever the reason, the shift is happening and influencers and creators alike are playing a role in how young students view higher education and the workforce.

Creators are Adding to This Shift

For many Gen Zs the internet has been an integral part of their lives. This generation grew up online, watching YouTube, consuming content, and following their favorite influencers with a very close eye. A 2018 study showed that becoming a social media star was the fourth most popular career aspiration for Gen Z, ranking well above actor or pop star. With this heavy focus on influencers and creators, many young people will learn how to create and edit content and amass large followings before they even think about applying to college.

Not only are creators showing young people that content creation is a viable career, but they are also proving that it is a fruitful career. Many of today’s youngest and biggest internet stars are too young to have even thought about college yet they are out earning even the most educated professionals. Ryan’s World , a YouTube channel for children aged 2-6, featuring 10-year-old Ryan Kaji and his siblings has over 30.7 million subscribers. The family recently launched Ryan’s Toys, a line of toys with Walmart, and have raked in $30M alone from the product line on top of being one of YouTubes highest paid creators. 

Similarly, the D’Amelio family has built a multimillion dollar family business out of their daughter Charli’s TikTok stardom. Charli is too young to even think about college and her sister Dixie decided to forgo college and move to Los Angeles with her family to pursue her music career. In making these decisions the family was able to build multiple businesses off of their social media success and in turn built profitable careers for their children.

Influencers have a very important role in guiding the daily lives of Gen Z, they are without a doubt the celebrities of this generation so it’s no surprise that young people look at this as a desirable career path. It’s also important to note that smaller creators are making great money too. Because of all of the monetization options out there smaller creators are earning money from ads, brand partnerships, affiliate marketing, selling their content, and even with their own courses or brands. 

What Other Factors Play a Role?

Money + Time

The first factor to consider is the price of higher education. The average cost of a 4 year degree in 2021 in the United States is $43,775 at private colleges, $28,238 for out-of-state students at public schools and $11,631 for state residents at public colleges, according to a recent survey . In addition, the earning potential in certain fields is capped, traditional careers require strict 40 hour weeks, and work-life balance is nonexistent.

The younger generation is beginning to push back against this format and seek out career paths that allow them to have more balance and flexibility in their life. Earlier this year the below TikTok went viral, almost as a Gen Z anthem.

The World of Freelance 

The freelance world is another huge factor that is at play here, and saw significant increases in the past few years. Younger generations likely know someone who picked up freelancing as a side hustle and turned it into a full time career, many of which are self taught. Gen Z attitudes toward work are driving a change in the perception of what it means to have a career. It is estimated that the number of freelance workers in the United States will increase from 65 million in 2020 to 90 million in 2028.

Alex Fasulo, who is well known on TikTok as @alexfasulobix , openly shares about her journey as a freelance writer on Fiverr. She joined the site in 2015 and began charging $5 per writing gig. Now almost 7 years later Alex is consistently making six figures on the platform and bringing in an average of $37,000 per month. She shares her journey on TikTok, giving her audience advice on how to do the same, best practices for working with clients, and the benefits of working as a freelancer.

Online Education Options

The last factor, and maybe most overlooked, is that there is education happening all over social media and via education focused brands. We’ve talked a lot recently about Fin-Influencers , or influencers who create content around financial topics. Those creators are sharing skills that are easily applicable and allow young people to make money from home. There are also a multitude of brands that bring education to their customers in one place like Masterclass and Skill Share. These platforms allow you to take classes and learn an array of topics and skills from the comfort of your home and on your own time. 

Education platforms can sometimes be costly, but let’s not forget the OG learning and tutorial platform, YouTube. So many creators share content around teaching their audience a skill or topic and the amount of information is endless.

So What Careers are Students Pursuing?

Creator/Influencer

The recurring theme here is that influencers and creators are having a huge impact on our society. More young people are creating social media accounts and posting regularly in hopes of pursuing careers as influencers, whether that is on YouTube, Instagram, or TikTok. A report from Morning Consult found that about 86% of young Americans surveyed said they’re willing to try out influencing on their social media platforms, 12% of young people said they already considered themselves one, and another 20% of young people said they know an influencer personally.

Entrepreneur

If the Covid-19 pandemic has taught Gen Z anything it’s that the shift to working from home isn’t going anywhere. This concept is fueling the younger generation’s desire to to start their own businesses and build a career for themselves. Gen Z is without a doubt the most entrepreneurial generation in history, a recent study found that 54% of Gen Zers want to start their own company, 89% have considered an education path that looks different than college, and 77% of people in grades 5 through 12 want to be their own boss. Whether they want to build a brand or create a freelance business, Gen Z is going to be the generation of entrepreneurs. 

Brands, Take Note.

There is a huge message in here for brands: pay attention to the younger generation. For one, education brands have a huge opportunity here to support students in learning the way they want to learn. Making sure that you have learning materials available to help young people learn the topics and skills that they are looking for is vital.

If your brand typically targets college students specifically or reaches your audience on college campuses, it might be time to freshen up your strategy. It’s going to be key to not alienate parts of your target audience simply because they aren’t going the traditional schooling route. 

For non education brands, messaging is everything. It’s important to stay informed on how the younger generations are approaching life as you think about how to best reach them. Knowing that a good portion of Gen Z isn’t looking to pursue classic education and career paths will allow you to tailor messaging the speaks to them and makes them feel heard. 

We’re Here to Help

Reach out to us at [email protected] if you are an education brand looking to expand your influencer marketing or if you are a brand curious about refining your messaging to reach this audience more effectively.

SUGGESTED ARTICLES

B2B INFLUENCERS

Why LinkedIn’s Push To Short-Form Video Matters

Hootsuite tests linkedin influencer campaign, hubspot’s stunty ncaa b2b influencer campaign.

• Auxiliaries
• Brackets & Wires
• Instruments
• Accessories
• Office Design
• Patient Products
• Practice Equipment
• Practice Software
• Aligner Treatment
• Brackets and Wires
• Digital Workflow
• Patient Hygiene
• Sleep Disordered Breathing
• Continuing Education
• Financial Management
• Information Technology
• Patient Relations
• Practice Profiles
• Staff Issues
• White Papers
• Edition Archive

Select Page

Study Shows How Social Media Shapes Gen Z Values

Nov 29, 2022 | Marketing and Promotion | 0 |

A new study shows how social media shapes the societal values of Gen Z and Millennial generations compared to their older counterparts.

Millennials and Gen Z are using social media like TikTok for more than viral dance videos but for career planning, news, culture, values, and information, according to new data from The Harris Poll Thought Leadership Practice .

The study also shows that while they look for their friends on Instagram, they only trust some things they see.

The Harris Poll Thought Leadership Practice designs creative research for leading brands, allowing them to address cultural trends proactively. The new project examines changing societal values and how they play out in social media.

“If you think TikTok is just about viral dances, you’d be mistaken. Young people are turning to it for deeper purposes, like gathering information, building community, and cultivating equity,” said Abbey Lunney, co-founder of The Harris Poll Thought Leadership Practice. “We see a giant shift happening in social media away from surface-level likes, hyper-edited photos towards spaces for authenticity and discovery.”

The group’s study identifies 5 shifts in social media, with a central theme of Gen Z and Millennials wanting something tangible from their online interactions.

• Gen Z Aren’t Looking for Friend Updates, They Are Leaning Into The Algorithm. Gen Z doesn’t turn to social media to see updates from their friends; instead, they turn to social media to be informed, entertained, and direct messages. For example, Gen Z says their feed is filled mostly with personalized content that the platform thinks I’ll like (62%), and a majority agree that algorithms have increased the content they want to consume and be entertained by (65%). This is in contrast to Baby Boomers and Gen X, whose social media feeds consist mainly of updates from friends/people they follow (66% and 57%, respectively).
• TikTok is the new Google. For Gen Z, TikTok is the center of gravity regarding search and education. TikTok is the first platform Gen Z uses to search for culturally relevant content (34%), beating YouTube (24%), Google (19%), and Instagram (17%). This is in contrast to older generations, including Millennials, where Google continues to be the first platform users turn towards (Boomers 57%, Gen X 47%, Millennials 40%).
• TikTok is an Undercover Learning Engine. Most of Gen Z reports regularly turning to TikTok to learn something (63%). The things they are learning about go beyond food, fashion, and music to include career planning (37%), small/local business (36%), politics (28%), social structures/DEI (27%), and even STEM categories (20%). This is critical as 81% of Gen Z and Millennials say that ongoing education is core to their ability to create financial stability.
• Reality, not superficiality. Four out of five (80%) Gen Zers and Millennials believe most lifestyles on social media are fake or overly perfected, and almost three-quarters (73%) would like to see proof that people are living the way they claim on social media. Large shares of those generations want social media to validate the information shared on its platforms (39%) and don’t want filtered images and content on social media (24%).
• Social media isn’t just youth culture, it’s all culture. Among Americans of all ages, 85% say social media isn’t just for young people. Moreover, 78% of Gen Z and Millennials say they have learned a lot from content created by people older than them. A surprising two-thirds (66%) of Gen Z and Millennials say they love watching videos of senior citizens.

The study also offers insight into the reasons behind these shifts in values. Pressure from those concerns, Lunney said, is creating distinct generational values, and for Gen Z and Millennials, it influences how they navigate the future:

• Learning as a source of stability. They believe ongoing education is central to their ability to have financial security.
• Fluidity as a source of expression . More than three out of four (77%) say being able to express different versions of themselves is essential.
• Equity as a source of growth. They believe racial and gender equity helps individual, economic, and societal growth (Gen Z, 78%; Millennials, 82%)

The desire to create and utilize these services, Lunney said, will drive the internet toward a more 3D and immersive environment. Three-quarters of Gen Z and Millennials expect the future of art to be assisted and accelerated by artificial intelligence, and 67% are interested in using AI creative-based tools.

The Harris Poll Thought Leadership Practice believes there will be a change to everything from advertisements to immersive search and online personas.

“Today’s stacked crises are creating movement toward changing generational values,” said Lunney. “Today it’s rewiring social. Tomorrow, it’s redefining social.”

Photo  174068179  ©  Mirko Vitali  |  Dreams t ime.com

Related Posts

Respond Quickly When You See a Warning Sign

December 12, 2019

Lights! Camera! Action!

May 29, 2013

How AI Is Transforming Orthodontic Marketing

February 12, 2024

Why You Should Write a Book

March 19, 2020

Recent Posts

She's a 27-year-old electrician — and she makes $200,000 a year off social-media posts about her job

• Lexis Czumak-Abreu is a full-time electrician who highlights her work on social media.
• She has about 2.2 million social-media followers and makes $200,000 a year from her content.
• More Gen Z Americans are opting for trade jobs over traditional college degrees.

Lexis Czumak-Abreu graduated from college with a premed degree but decided it wasn't a good fit for her.

Instead of taking another job in healthcare or a science-related field, Czumak-Abreu became a full-time electrician, she told Business Insider last month.

Since 2022, she's amassed about 2.2 million followers on TikTok, Instagram, and Facebook, who watch her lug heavy gear and fix masses of wires — all part of the day-to-day duties of her job as an electrician.

The big money doesn't come from her employer: Czumak-Abreu makes $200,000 a year from her social-media pages, including from brand deals with companies, she told The Wall Street Journal. The average electrician makes about $70,000 a year in New York state, and the average social-media influencer makes about $58,000, according to ZipRecruiter data .

Despite the money she makes on social media, Czumak-Abreu decided not to cut her hours working for an electrical-servicing company, telling the Journal she wants her employer to know she's a reliable employee. And working fewer hours would give her less material to post about since the bulk of her feed follows her life as an electrician.

Related stories

She said that she films and edits all her videos herself and spends her lunch breaks and nights editing footage.

"There are definitely weeks when I crash and get completely overloaded," she told the Journal.

@lexi_abreu Replacing the second 250a blown up breaker due to loose connections. Not sure if this was from initial install or lack of preventive maintenance at this place but while the switch gear was off I made sure all the connections were tight. Also paying an electrician to check tightness of lugs is a lot cheaper than paying for a huge breaker to be replaced… js lol #electrician #femaleelectrician #lextheelectrician ♬ original sound - LextheElectrician

"Unlike in an office job where you go to the same building daily, I work somewhere different every day. I experience different things and see different people every day," Czumak-Abreu previously told BI.

The interest in trade work comes as more Gen Z Americans weigh the pros and cons of a four-year college degree.

The cost of attending university is outpacing the rate of inflation , leaving young people to take out student loans that could weigh on them far after graduation. And a college degree, even in top fields, no longer guarantees a path to a lucrative starter job . Only one in four Americans think it's very important to have a college degree for a high-paying job, a Pew Research survey of 5,000 US adults released last month found.

Because of the time and money it takes to get a conventional degree, more young people are ditching diplomas for tool belts . The National Student Clearinghouse reported that enrollment in vocational-focused community colleges rose about 16% last year — its highest level since the educational nonprofit began tracking the data in 2018.

Elaina Farnsworth, a cofounder of SkillFusion, a credentialing program for electric-vehicle technicians, told BI last month that she noticed a significant increase in Gen Z workers applying for her program.

Watch: Nearly 50,000 tech workers have been laid off — but there's a hack to avoid layoffs

• Main content