Gen Z Will Change the World (Vol.1) eBook

An eBook series that reveals how young people are effecting change in the world.

An eBook series that reveals how young people are effecting change in the world.


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<strong>Gen</strong> Z <strong>Will</strong><br />

<strong>Change</strong> <strong>the</strong> <strong>World</strong><br />

<strong>eBook</strong> Series <strong>Vol.1</strong> / 3<br />


m a k e b e t t e r d e c i s i o n s

G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />

Who are <strong>Gen</strong> Z<br />

in 2021?<br />

We describe <strong>Gen</strong> Z as <strong>the</strong> generation<br />

of young people born from 1995<br />

onwards.<br />

As of today (2021) <strong>the</strong> oldest are<br />

currently 26 years old.<br />


G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />

No o<strong>the</strong>r research agency<br />

knows more about <strong>Gen</strong> Z<br />

Our bespoke research is informed by<br />

exclusive tracking data from <strong>the</strong> UK's<br />

leading <strong>Gen</strong> Z insight tracker, State of<br />

<strong>the</strong> Youth Nation.<br />

This <strong>eBook</strong> provides <strong>the</strong> stories and<br />

patterns that have emerged from our<br />

tracking data to reveal how <strong>Gen</strong> Z love<br />

to spend <strong>the</strong>ir free time. Read on to<br />

learn how <strong>Gen</strong> Z are effecting change<br />

and how you can use this insight to<br />

shape your marketing strategy.<br />

Savanta was born when eight best-in-class agencies, all specialists<br />

in <strong>the</strong>ir fields, joined forces to offer big agency benefits, while<br />

retaining a refreshingly boutique mindset.<br />

Since conception, we’ve expanded our sector expertise by adding<br />

more agencies to our family.<br />

The result? A full range of integrated intelligence services at global<br />

scale, married to deep sector, issue and methodological expertise,<br />

delivered with an entrepreneurial spirit and client-first mindset.<br />

All to help our clients. Make Better Decisions.<br />


G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />

What's covered in<br />

this <strong>eBook</strong>...<br />

<strong>Gen</strong> Z will change:<br />

The way we view gender identity<br />

Our footprint on <strong>the</strong> planet<br />

How we influence<br />


G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />

<strong>Gen</strong> Z will change <strong>the</strong> way we<br />

view gender identity<br />

Young people are questioning <strong>the</strong>ir<br />

identity, reclaiming labels and rejecting<br />

<strong>the</strong> status quo to make <strong>the</strong> world more<br />

fair and equal.<br />

56 %<br />

DID YOU KNOW...<br />

5 6 % o f y o u n g m e n<br />

a g e d 1 6 - 2 5 d o n o t<br />

f e e l p r e s s u r e t o<br />

c o n f o r m t o a<br />

m a s c u l i n e<br />

s t e r e o t y p e<br />

Source: State of <strong>the</strong> Youth Nation, Nov<br />

2017, n=489<br />


G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />

<strong>Gen</strong>der identity<br />

<strong>Gen</strong> Z want to tell <strong>the</strong>ir own story, and<br />

forward-thinking brands are making<br />

this possible – for example; Unilever<br />

antiperspirant, Axe or Lynx, Broadly’s<br />

or see recent non-binary and<br />

transgender stock photo collection<br />

which aimed to normalise <strong>the</strong> use of<br />

<strong>the</strong>se photos and broaden identity<br />

representation.<br />

This is bigger than gender, sexuality,<br />

race, weight or disability.<br />

This is about recognising that <strong>the</strong><br />

standard list that says who you are<br />

and what you can be doesn't work for<br />

young people anymore.<br />

W i l l g e n d e r a s w e<br />

k n o w i t b e o u t d a t e d<br />

o r e x p a n d e d ?<br />


1<br />

G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />

<strong>Gen</strong> Z will change our<br />

footprint on <strong>the</strong> planet<br />

The first UK youth climate strike<br />

occurred in February 2019, where over<br />

15,000 schoolchildren took to <strong>the</strong><br />

streets calling for political action to<br />

address climate change.<br />

Climate change is steadily increasing<br />

in importance for young people.<br />

For you, what are <strong>the</strong> most<br />

important political issues? –<br />

Climate <strong>Change</strong><br />

49%<br />

13%<br />

Sep 15 Jun 20<br />

Source: State of <strong>the</strong> Youth Nation, June 2018, n=467<br />



Our footprint<br />

There are increasing<br />

numbers of brands<br />

with <strong>Gen</strong> Z appeal<br />

who are putting <strong>the</strong><br />

mission to reduce<br />

<strong>the</strong>ir environmental<br />

impact at <strong>the</strong> heart of<br />

<strong>the</strong>ir businesses.<br />

For example, ASOS<br />

with <strong>the</strong>ir recycled<br />

'easy on your<br />

conscious' denim and<br />

IKEA who are<br />

promoting sustainable<br />

forestry practices.<br />

<strong>Gen</strong> Z see<br />

<strong>the</strong>mselves as<br />

guardians of <strong>the</strong><br />

planet. Going forward<br />

<strong>Gen</strong> Z will be<br />

increasingly calling<br />

on businesses to<br />

prioritise preservation<br />

over profit.<br />

How will your<br />

organisation promote<br />

preservation above<br />

profit?<br />


G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />

<strong>Gen</strong> Z will change<br />

how we influence<br />

Influencer marketing is <strong>the</strong> new<br />

darling of <strong>the</strong> marketing mix and it<br />

works because of its impact on<br />

purchasing behaviour.<br />

40 % DID YOU KNOW...<br />

4 0 % o f G e n Z s a y<br />

t h a t t h e i r f a v o u r i t e<br />

Y o u T u b e r<br />

u n d e r s t a n d s t h e m<br />

b e t t e r t h a n t h e i r<br />

o w n f r i e n d s<br />

Source: Google<br />


G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />

Influencer marketing<br />

Despite its impact, last year was a<br />

difficult year for <strong>the</strong> fledgling and<br />

unregulated influencer industry. We<br />

saw influencers having to be more<br />

transparent about sponsored posts<br />

and <strong>the</strong> notorious FYRE festival fail<br />

called into question how brands use<br />

influencers to pay for an illusion.<br />

With most youth marketing strategies now<br />

anchored on influencer marketing, <strong>the</strong> key<br />

to it’s success will be retaining <strong>the</strong><br />

au<strong>the</strong>nticity of <strong>the</strong> 'talent'.<br />

What would we do without influencer<br />

marketing?<br />

And, in a speech last summer,<br />

Unilever’s CMO Keith Weed called on<br />

<strong>the</strong> influencer ecosystem to “rebuild<br />

trust before it’s gone for ever”.<br />


G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />

Want to<br />

learn more?<br />

Book a demo<br />

A State of <strong>the</strong> Youth Nation subscription helps leading<br />

brands make better youth market decisions.<br />

Our tracking product will equip you with <strong>the</strong> tools to<br />

better engage with young people, and put <strong>the</strong> drivers that<br />

shape <strong>the</strong>ir worlds at <strong>the</strong> heart of your team's youth<br />

market decisions.<br />

Annual subscription gives you instant access to:<br />

Latest <strong>Gen</strong> Z insights - Be better prepared with <strong>the</strong><br />

most up-to-date tracking data (nat rep)<br />

Regular webinars - Who is <strong>Gen</strong> Z? How to get cut<br />

through? What drives loyalty? Best practice 101<br />

<strong>Gen</strong> Z and your business - We will deliver an actionorientated<br />

insight deck to inspire change.<br />


G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />

Subscribe today<br />

and save on your<br />

research budget<br />

<br />

Find out more:<br />

research@youthsight.com<br />

Book a demo<br />


Savanta is a full-service global market research and data insight<br />

company that helps busisnesses make better decisions.<br />

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New York<br />

Amsterdam<br />

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London<br />

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