“They want wider society to reflect the positive democratic potential the Internet has unlocked,” says the founder of Beatfreeks agency Anisa Morridadi about Generation Z in a report published in March 2021.

In the report Institutions of the Future, Beatfreeks is defined as “an engagement and insight agency with a growing community of young creatives.” To determine the core values of Gen Z, also recognised as Zoomers, this agency conducted research on 1,803 participants aged between sixteen to twenty-five and based within the UK.

People born in 1995 or 1996 to 2010 or 2011 belong to Gen Z’s squad. The most significant difference between the young and older generations is that Generation Z usually spends more time on social media. According to Beatfreeks, currently, 99 per cent of the people in the UK, aged between sixteen to twenty-four, are involved in social media.

Obviously, most often, the young generation spends online-time by catching up to the latest trends and having conversations with peers.However, some Zoomers are building their online careers, which often leads to more valuable benefits, such as highly advanced tech skills and a deeper understanding of the power of advertising and public relations.

Younger people view social media as a portal of opportunities that helps bring up social issues and spread ideas also personal creations globally. Besides, 98 per cent of participants actually are concerned about the worldwide problems.

Those who tend to mock the shopping decisions of Gen Z should change their minds. Beatfreeks found out that 50 per cent of respondents see quality as a priority in purchasing. 87 per cent of the young people care about the brand’s ethics, including concern of cruelty-free products or if the company has gender bias when buying their supplies.

Moreover, 95 per cent of respondents said that organisations should engage in social problems.

According to a report, the top ten preferable brands of the young people are Nike, ASOS, Apple, Lush, Adidas, Vans, Lucy&Yak, Dr Martens, Primark and H&M.

When it comes to career aspirations, 44 per cent of Zoomers want to “do something they love,” 14 per cent want to keep a balance between work and life. Only 20 per cent revealed that they are driven by money.

The report Institutions of the Future conducted by the Beatfreeks proves that Gen Z makes thoughtful decisions lead by a genuine concern about the world’s future. For young people, social media is a tool to share thoughts and ideas, establish a career, and inspire others to make positive changes globally.  

The featured image belongs to Austin Distel on Unsplash