Khaberni - Generation Z, also known as iGen or the Post-Millennial Generation, born between 1998 and 2016, grew up in a constantly connected digital environment, unfamiliar with a life without the internet, smartphones, social media, and search engines.
This environment provided them with rapid access to information and interaction with multiple cultures from an early age, helping them develop adaptation skills to social, economic, and technological changes in a way unprecedented compared to previous generations.
Researcher Roberta Katz from Stanford University, who has spent years studying this generation, demonstrated that Generation Z is self-reliant and makes use of technology in learning, problem-solving, and social communication. Her research included over 120 interviews across three campuses in the United States and the United Kingdom, alongside focus groups and surveys covering more than 2,000 youths aged 18 to 25.
The iGen Archive, which includes 70 million digital items such as interviews, focus groups, and content published on platforms like Twitter, Reddit, YouTube, Facebook, and Instagram, contributed to studying the digital expression styles of youth, including memes, interactive videos, and the use of artificial intelligence to analyze digital communication styles.
Research indicates that Generation Z's interests are not confined only to the digital world; they strive to balance between the digital and the real world, valuing hands-on experience, continuous learning, and the development of advanced social and professional skills, with growing social, economic, and political awareness.
Physical and Mental Health
Healthcare is of great importance to Generation Z, with about 90% of youths between 18 and 24 years old considering access to healthcare a fundamental right. Their interest extends to affordability and quality of services, including reproductive care. Upon reaching the age of independence from their parents' health insurance plans, many start investing in private coverage through Medicaid or the Affordable Care Act, and explore insurance options independently.
Mental health also poses a clear challenge; 2022 reports showed that half of the American youth between 18 and 29 suffer from constant or recurring anxiety, while the rates of depression and anxiety problems reach 86% and 83% respectively, which is higher compared to previous generations. Generation Z participates in digital support groups, uses apps like Calm and Headspace, and prefers open discussions about mental health to break the stigma associated with depression and anxiety.
In addition, many youths develop practical strategies for stress management, including meditation, exercise, group workshops, and connecting with counselors online. This increased focus on mental health reflects their recognition of environmental and social impacts on their well-being, and their efforts to find practical solutions to adapt to daily stresses.
Higher Education and Skill Development
Higher education is a priority for Generation Z, as most of them view obtaining a university education as important for achieving their future goals. However, about half of the students ready to enter college face financial constraints, and this problem intensifies among youth from African origins.
This generation prefers flexible and personalized education methods, and responds well to hands-on, interactive, and technological experiences, especially following the COVID-19 pandemic and subsequent changes in traditional educational methods. They benefit from digital learning platforms like Coursera, Udemy, Khan Academy, and LinkedIn Learning, blending academic education with practical skills required in the job market.
They also show a readiness to try non-traditional educational paths, including experiential learning, interactive projects, and vocational training programs combined with digital skills. Many of them seek continuous online learning and develop advanced technical skills such as programming, digital marketing, content design, and e-business management.
Economic Security and Entrepreneurship
The financial situation is a continuous concern, as jobs, income, debts, living costs, and housing stability are linked to Generation Z's level of anxiety. By 2025, about 64% of young people reported that financial resources pose a barrier to achieving their future goals. This generation was also influenced by their families' experiences during the 2008 economic recession, making them more cautious about financial planning and early investment.
Many young people rely on new ways to earn income, such as small businesses, e-commerce, freelancing, and creating digital content on platforms like YouTube and TikTok, as well as trading on platforms like Etsy and Shopify. They tend to save early and invest in buying homes, planning for retirement, and diversifying income sources, reflecting their awareness of the changing economy and the need to adapt to ongoing financial challenges.
Interest in Social Issues
Civic engagement is a fundamental part of Generation Z's life, demonstrated in electoral activism, digital campaigns, and social initiatives across digital platforms to influence policies and societal issues such as climate change, healthcare, racial justice, and rising living costs.
Racial justice is a focal point of interest, with about half of the generation striving to enhance inclusion and ethnic and cultural equality, while keeping up with developments in LGBTQ+ community rights. Environmental concerns are shown through their demands for policies to mitigate climate change, adopting sustainable behavioral practices, and supporting companies that offer environmental solutions.
Gun violence represents a direct threat, especially with the recurrence of school shootings. Generation Z links this phenomenon to mental health, participates in raising societal awareness, and devises practical solutions, focusing on supporting the most affected groups such as minority youths and fragile communities.
Digital Technology Evolution
Generation Z extensively uses technology in education, work, social communication, and economic and political participation. Most of them had a mobile phone before the age of 18, facilitating access to information and quick decision-making. The iGen Archive shows that young people seamlessly integrate the digital and real worlds, using memes, interactive videos, and digital content for self-expression and participation in social and political activities.
They also use technology to acquire new skills, develop their projects, and manage their finances, continuously adapting to digital education tools and professional platforms like LinkedIn, to expand learning and work opportunities, and develop time management and resource management skills.
Consumption Behavior and Values
Generation Z possesses a specific consumption awareness based on four main elements: authenticity, individuality, value and values, and the ability to transition smoothly between the digital and real worlds. They prefer dealing with transparent brands that are aligned with their values, and are interested in purchasing from companies that support environmental and social issues, preferring short, direct digital experiences away from the traditional long and complex methods.
Generation Z uses platforms like TikTok, Pinterest, YouTube, and Instagram to evaluate products, follow experiences, and participate in digital content. They select products based on credibility and quality, ensuring support for companies that align with their environmental and social interests, and prefer digital experiences that are short and straightforward, avoiding traditional lengthy and complex methods.
How do we deal with Generation Z?
Understanding Generation Z requires recognizing the environment they grew up in, one that combined the digital and real, while acknowledging the psychological, economic, and social challenges they face. The generation relies on technology in their daily lives, but values sincerity and transparency, preferring institutions that allow them to express themselves freely.
Flexibility in education, work, and social life is essential, with involving them in decisions affecting their lives to enhance responsibility. Although accustomed to the digital world, direct real communication remains important for building social skills and human relationships. Dealing with Generation Z requires balancing their digital experiences and past experiences, guiding them in a practical way that supports their community participation, informed decision-making, and adaptation to health, environmental, and educational issues in a realistic and objective manner.
It's also important to consider their differing interests and experiences based on cultural and social backgrounds, offering opportunities for hands-on learning and interactive projects, while supporting initiatives that integrate digital and social values. This allows them to develop leadership skills, make decisions, and solve complex problems independently, benefiting from the experiences of previous generations without being tied to traditional methods.
