Brands
A Brand's Guide to Gen Z Men and Women
Report summary
Despite some demographic similarities, Gen Z men and women have distinct consumer profiles.
As more and more Gen Zers age into adulthood, the cohort’s men and women are displaying increasingly unique tastes — from how and where they spend their time to what motivates them to make purchases or engage in certain behaviors. Brands must remain aware of such distinctions to appeal to these culture-driving consumers appropriately.
Key Takeaways
- Across genders, tech companies dominate discourse. Roughly half of the top 20 buzziest brands for Gen Z men and women most frequently operate in the technology sector.
- Gen Z men are consuming notably more news than their female counterparts. While Gen Z men and women underindex on news consumption relative to all U.S. adults, the former are outpacing the latter on engagement with most news sources.
- Gaming is an especially big part of Gen Z men’s lives. Large majorities of Gen Z men report playing console (77%) and computer (67%) games at least once weekly — each much higher than the shares of Gen Z women who say the same.
Highlights from this report
On social, TikTok and Pinterest are much more popular among Gen Z women, while text-based apps like Reddit and X attract a larger portion of Gen Z men.
When it comes to streaming, Gen Z women’s streaming levels are generally somewhat higher than those of their male counterparts, except in the case of Apple TV+ and Twitch.tv, the latter of which reflects Gen Z men’s outsized interest in gaming.
Gen Z men and women have distinct platform preferences across social media and streaming
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Methodology
Morning Consult audience data comes from Morning Consult Intelligence. The platform helps you understand your audience, brand, competitors and market in a way traditional research companies can’t. Learn more here.
The surveys that make up this dataset were conducted in the first half of 2024, from January 1 through June 30.
For every brand tracked in the Total Buzz brand rankings, survey respondents were asked, “Over the past two weeks, have you seen, heard or read something positive or negative about this brand?” Total Buzz rankings were determined by summing the share of respondents who said they had recently seen, read or heard something about a brand — whether positive or negative. Each score is rounded to the hundredth decimal. Note: Data shown is rebased by those who reported being aware of each brand.
About the author
Ellyn Briggs is a brands analyst on the Industry Intelligence team, where she conducts research, authors analyst notes and advises brand and marketing leaders on how to apply insights to make better business decisions. Prior to joining Morning Consult, Ellyn worked as a market researcher and brand strategist in both agency and in-house settings. She graduated from American University with a bachelor’s degree in finance. For speaking opportunities and booking requests, please email [email protected].
