ViacomCBS, parent company of MTV, has released a study, Youth Decoded, which it says is a first-of-its-kind comprehensive global study that provides a foundational understanding of Gen Z and the youth experience today.
Many aspects of teen life are timeless and familiar across generations. However, the digital world has transformed the way today’s young adults communicate and see the world, making them pioneers of a new teenage experience.
Youth Decoded analyses the first truly digital-native generation, those who were born between 1997 and 2012, covering topics including stress, loneliness and mental health; privacy and safety concerns; the ever-changing impact of technology and the evolving concept of work.
Key takeaways include:
Tech is the Lens Through which they See the World. Gen Z is one of the most educated generations ever. And their appetite for knowledge, coupled with their fluency in technology is opening up new worlds.
The Digital World is Increasing Feelings of Stress and Loneliness. Even though Gen Z is constantly connected through social media and technology, youth today still struggle to build deeper connections, and feel stress is magnified by a constantly “on” digital world.
Social Media Causes Gen Z to Feel “Always On”, leading to:
Thanks in part to the digital era, stress is a global epidemic, as:
When coping with stress, digital unwinding and creativity using tech are important, as:
Gen Z Takes Calculated Risks. When it comes to technology, finance and social life, young people today are more in-tune with the real-world risks that are present in everyday life, with nearly 90 per cent describing themselves as cautious.
Data Privacy and Online Caution
The Experiential is Championed Over the Material. Despite the rise of social media influencers and YouTube “swag” unboxing videos, young people still value experiences and see value in traveling the world – not just viewing it through their screens at home.
Top Sources of Happiness Include Other People
Forging New Futures: The combination of being well educated and switched on to technology is making Gen Z a forward-thinking, future-focused generation. To ensure success, this demographic is redefining the concept of work, as it’s viewed as more than just a paycheck for most.
A new entrepreneurial spirit is emerging among Gen Z
When it comes to job satisfaction, soft values are prized over cash
But Gen Z still understands the importance of money
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