Generation Z (born approximately 1997–2012) is the first truly digital generation and stands out for a number of social, technological and behavioral characteristics. The most basic are the following: The main characteristics of Gen Z 1) Digital-native from birth They grew up with smartphones, social media and the internet as "second nature". They have high digital fluency, multitasking, information consumption speed. Video-first culture: TikTok, Reels, YouTube. 2) Search for authenticity They easily recognize "fake" or marketing that is not sincere. They want brands with values, not just products. They prefer real content, UGC, creators with real personality. 3) High social consciousness Equality, diversity, mental health, environment. Less conventional than previous generations. They support causes and expect the same from companies/organizations. 4) Practical and financially cautious They grew up amid economic uncertainty. They appreciate value-for-money, but also functional design. They compare, they look for reviews, they look at price transparency. 5) Desire for autonomy & flexibility They want flexible work and life balance. They avoid strict hierarchies. They prefer project-based jobs and side hustles. 6) Emphasis on mental health More open to talking about stress, burnout, self-care. They expect a supportive environment at school, work, society. 7) Little tolerance for waiting They are used to instant information, same-day delivery, real-time feedback. They prefer quick, visual, condensed forms of information. 8) Very multicultural & diverse generation The most diverse generation to date. They accept different cultures, identities, ways of life. Their identity is fluid, not fixed or "closed".
07 December 2025, 08:00
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What are the key characteristics of Gen Z?
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