Gen Z will change the world (Vol.1)

STATE OF THE YOUTH NATION
Gen Z Will
Change the World
eBook Series Vol.1 / 3
Originally produced by YouthSight*
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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
Who are Gen Z
in 2021?
We describe Gen Z as the generation
of young people born from 1995
onwards.
As of today (2021) the oldest are
currently 26 years old.
*This eBook was originally produced
by the YouthSight team - who are
now part of Savanta
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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
No other research agency
knows more about Gen Z
Our bespoke research is informed by
exclusive tracking data from the UK's
leading Gen Z insight tracker, State of
the Youth Nation.
This eBook provides the stories and
patterns that have emerged from our
tracking data to reveal how Gen Z love
to spend their free time. Read on to
learn how Gen Z are effecting change
and how you can use this insight to
shape your marketing strategy.
Savanta was born when eight best-in-class agencies, all specialists
in their fields, joined forces to offer big agency benefits, while
retaining a refreshingly boutique mindset.
Since conception, we’ve expanded our sector expertise by adding
more agencies to our family.
The result? A full range of integrated intelligence services at global
scale, married to deep sector, issue and methodological expertise,
delivered with an entrepreneurial spirit and client-first mindset.
All to help our clients. Make Better Decisions.
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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
What's covered in
this eBook...
Gen Z will change:
The way we view gender identity
Our footprint on the planet
How we influence
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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
Gen Z will change the way we
view gender identity
Young people are questioning their
identity, reclaiming labels and rejecting
the status quo to make the world more
fair and equal.
56 %
DID YOU KNOW...
5 6 % o f y o u n g m e n
a g e d 1 6 - 2 5 d o n o t
f e e l p r e s s u r e t o
c o n f o r m t o a
m a s c u l i n e
s t e r e o t y p e
Source: State of the Youth Nation, Nov
2017, n=489
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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
Gender identity
Gen Z want to tell their own story, and
forward-thinking brands are making
this possible – for example; Unilever
antiperspirant, Axe or Lynx, Broadly’s
or see recent non-binary and
transgender stock photo collection
which aimed to normalise the use of
these photos and broaden identity
representation.
This is bigger than gender, sexuality,
race, weight or disability.
This is about recognising that the
standard list that says who you are
and what you can be doesn't work for
young people anymore.
W i l l g e n d e r a s w e
k n o w i t b e o u t d a t e d
o r e x p a n d e d ?
5

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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
Gen Z will change our
footprint on the planet
The first UK youth climate strike
occurred in February 2019, where over
15,000 schoolchildren took to the
streets calling for political action to
address climate change.
Climate change is steadily increasing
in importance for young people.
For you, what are the most
important political issues? –
Climate Change
49%
13%
Sep 15 Jun 20
Source: State of the Youth Nation, June 2018, n=467
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G E N Z UW NI L L I KC EHL Y A NC GO E UTP HL IE N GW O R L D V O L . 1
Our footprint
There are increasing
numbers of brands
with Gen Z appeal
who are putting the
mission to reduce
their environmental
impact at the heart of
their businesses.
For example, ASOS
with their recycled
'easy on your
conscious' denim and
IKEA who are
promoting sustainable
forestry practices.
Gen Z see
themselves as
guardians of the
planet. Going forward
Gen Z will be
increasingly calling
on businesses to
prioritise preservation
over profit.
How will your
organisation promote
preservation above
profit?
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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
Gen Z will change
how we influence
Influencer marketing is the new
darling of the marketing mix and it
works because of its impact on
purchasing behaviour.
40 % DID YOU KNOW...
4 0 % o f G e n Z s a y
t h a t t h e i r f a v o u r i t e
Y o u T u b e r
u n d e r s t a n d s t h e m
b e t t e r t h a n t h e i r
o w n f r i e n d s
Source: Google
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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
Influencer marketing
Despite its impact, last year was a
difficult year for the fledgling and
unregulated influencer industry. We
saw influencers having to be more
transparent about sponsored posts
and the notorious FYRE festival fail
called into question how brands use
influencers to pay for an illusion.
With most youth marketing strategies now
anchored on influencer marketing, the key
to it’s success will be retaining the
authenticity of the 'talent'.
What would we do without influencer
marketing?
And, in a speech last summer,
Unilever’s CMO Keith Weed called on
the influencer ecosystem to “rebuild
trust before it’s gone for ever”.
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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
Want to
learn more?
Book a demo
A State of the Youth Nation subscription helps leading
brands make better youth market decisions.
Our tracking product will equip you with the tools to
better engage with young people, and put the drivers that
shape their worlds at the heart of your team's youth
market decisions.
Annual subscription gives you instant access to:
Latest Gen Z insights - Be better prepared with the
most up-to-date tracking data (nat rep)
Regular webinars - Who is Gen Z? How to get cut
through? What drives loyalty? Best practice 101
Gen Z and your business - We will deliver an actionorientated
insight deck to inspire change.
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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
Subscribe today
and save on your
research budget
Find out more:
youth.practice@savanta.com
Book a demo
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