New Study Reveals Struggles and Desires of Gen Z: Digitally Connected Yet Deeply Lonely

Global experiential agency Momentum Worldwide shares the release of its latest research focused on Generation Z (gen z). As a generation shaped by a digital upbringing and unique societal challenges, gen z is on track to make up over a quarter (27%) of the workforce by 2025. The report provides insights into their behaviours as consumers and their desire for authentic connections in an increasingly digital world.

Exploratory and Adventurous: gen z is eager to explore new experiences and make their mark on the world, with 55% expressing excitement about what life has to offer.

Digitally Connected but Lonely: Despite being the most connected generation, with instant communication at their fingertips, 73% of gen z struggles with feelings of loneliness.

Digital Dependency: Raised in the era of social media and messaging apps, 75% of gen z'ers agree they have no choice but to embrace technology. Brands must keep in mind that not everything works, and not everything sticks. Technology must not just elevate their experiences, but also align with the values of gen z.

Desire for Authenticity: Unlike older generations who might find connection in physical 'third spaces' such as bars, restaurants and museums, gen z seeks shared interests and opportunities to create meaningful memories together. 58% are looking for someone to share memories with, and 53% are looking for someone to talk to about things they love.

Inclusive, Yet They Value Exclusivity: As much as they value inclusivity, they equally value exclusivity. When it comes to brands, gen z is looking for unique, personalized experiences, with 45% agreeing that an experience is enjoyable only if it is available to a select few. 

"Our research reveals the complexities and unique characteristics of gen z," said Lisa Gramling, SVP, research innovations and intelligence, NA, at Momentum Worldwide. "As a generation defined by their digital upbringing, they face a conflict of being constantly connected yet feeling extremely lonely. Understanding these nuances is crucial for brands aiming to engage with gen z in meaningful and authentic ways."

Gen z has grown up in a dynamic and often erratic world, marked by the widespread adoption of smartphones, racial unrest and the onset of a global pandemic. These experiences have really shaped their perspectives and behaviours, making them a distinct group with specific needs and desires.

For brands looking to effectively engage with gen z, the research highlights their need for meaningful connections and the importance of being thoughtful and authentic. By celebrating their diverse identities, brands can earn their trust and advocacy.

Check out the report here.