Research conducted by Rian Weinstein, Steph Strickland, Gretta Kissell, Zineb Jaoudat, and Kate Graham
- Gen Z’s Love-Hate Relationship with Social Media
2023 has brought an unsurprising underscore of Gen Z’s massive media appetite. We found 94% of Gen Z respondents engage on social media daily; 80% of these respondents consume social media more often than they consume food.
Gen Z is starting to feel the negative impacts of this time online. 80% of respondents say they feel neutral or negative in their experience, with 30% of these respondents referencing social media’s impact on their mental health and well-being for this sentiment.
Will social media become our lifelong lover or toxic ex? Read the full study to get our take.
- How Gen Z Embraces Circular Economies
Everyday items that decorate our lives used to be separated by cultures and continents. Now, everything is mass produced, cheap, and disposable. Our relationship with products has been historically linear, but the future is circular.
We found roughly half of our respondents were familiar with the term ‘circularity,’ but 97% had engaged with activities like thrifting, recycling, and repairing items that fall under the circular model.
“Instead of constantly buying new clothes, most of my clothes are thrifted. If an [item] isn’t any good (torn, or just not good anymore), I cut it into pieces, and it is turned into a rag that can be used around the house instead of buying cleaning cloths.” – Gen Z Respondent
Take a look at our well-rounded take on the circular economy.
- How Is Gen Z Disrupting Corporate Social Responsibility?
In 2023, brands made a lot of promises.
Promises for carbon neutrality, promises to set net-zero goals, and promises that you shouldn’t feel bad buying their products. With so much noise about being green, Gen Z has been approaching brands embracing the S-word (a.k.a. sustainability) with confusion and skepticism.
Only 1.9% of respondents find that brands claiming to be sustainable are ‘very trustworthy,’ compared to 52.4% of respondents that find it to be ‘somewhat trustworthy.’ Very few of us are putting all of our trust in brands making these claims. The majority of us approach these claims with some trust and some skepticism.
Now, COP28 is officially underway, and young people are demanding a seat at the table. A study by KPMG found 95% of Gen Z respondents (between 18-24) wanted to be more involved in sustainability-related decisions. Yet, only 28% felt they were being heard by leadership on net zero and sustainability issues.
To learn more about how to navigate this skepticism with effectiveness, check out our take.
- What’s the Tea with ChatGPT?
When AI pioneer Geoff Hinton quit Google this May to express concerns about AI growth, it felt like a scene straight out of a supervillain movie. But, in this case, we still have to decide who’s the bad guy.
We know young people are using this technology. When we checked in with The Receipt, our global network of 9,000+ Gen Zers, we found that 72% of respondents have used ChatGPT — with nearly 1 in 5 in this group using it at least daily.
Those using the service go to it most commonly for work tasks (38%), for getting questions answered (20%), or just for fun (13%).
To get all the gossip on ChatGPT, check out our (human-generated) piece.
- Does College Still Feel Worth It to Gen Z?
A couple of months ago, we all started back up on paying off our student loans after the COVID-19 pause, without the help of Biden’s proposed student loan forgiveness that was struck down by SCOTUS.
Nearly 80% of our Gen Z respondents are currently in or planning to attend college, with a focus on career development and networking opportunities. Gen Z is really leaning into the “who you know” of the professional world and see college as the pathway to building their network.
Yet, 24% of adults nationally say student debt is their biggest financial regret (Bankrate). TLDR: We are going to college but are stressed about the cost to make it through.
Read more about our take on whether college is worth it to Gen Z here.
- Co-Creating the Future of Work with Gen Z
By 2025, Gen Z will make up nearly a third of the workforce, and companies are reckoning with how to prepare for the next generation of employees.
In a collaboration between JUV Consulting and Marketers That Matter, a group of top CMOs and marketing leaders from American Eagle Outfitters, Autodesk, Cadillac, Chime, Chipotle Mexican Grill, DoorDash, e.l.f. Beauty, HP Inc., Kellogg’s, Nike, PepsiCo, Pinterest, and Spotify were brought together to discuss just that. We also tapped into our Receipt network of over 9,000 global Gen Z’ers to share their story.
We found that Gen Z’ers are feeling insecure in their careers and are lacking the mentorship and coaching needed to make them more confident. Gen Z’ers also want to feel connected to their work, both in values and in working culture.
Steph Strickland is the Director of Research at JUV Consulting and currently lives in Boston, Massachusetts. At the age of 22 (aka her Taylor Swift year), she is working toward her Master’s in Media Science from Boston University. Steph is known for getting way too excited about well-organized spreadsheets (…it’s just so satisfying…) and will use her inquisitive nature to incorrectly guess your zodiac sign. Her favorite part of the job is connecting the science of data with the art of storytelling to spark something transformational.