Brands
The Forces Shaping Gen Z: Friends, Fitness and Finances
Report summary
Despite commanding attention and heavily influencing all parts of the cultural zeitgeist, Gen Z is at a crossroads. Conventional wisdom says they should be entering the next phase of their lives, but the reality is that many feel stuck in all sorts of contexts — from community-building and financial independence to physical and mental health.
Better understanding this sense of agita permeating Gen Z is crucial for any brand looking to cater to them. And those best positioned to do so are the ones that enable young people to feel a stronger sense of confidence about the world and foster connections with their peers.
Based on a survey of 1,000 Gen Z respondents between the ages of 13 and 27, this report provides insight into how the generation thinks about their ability to form friendships and nurture interests, how they feel mentally and physically, and their sense of their own consumption habits.
Key Takeaways
- There's a big gender divide among Gen Z: Gen Z women are more likely to feel anxious and lonely, be less confident about their finances, and are less happy with their appearance than Gen Z men.
- Gen Zers want to connect but are struggling to do so: While happy with their current friendships, the group feels lonelier than the average U.S. adult and has difficulty forming new, meaningful connections.
- A generation of doomspenders: Gen Zers feel bleak about their financial futures (and women much more so than men), but they also report overshopping and going into debt over it too.
- Fandom offers a bright spot: Sizable shares consider themselves “die-hard” fans of something, and their unique taste for nostalgia and horror comes through in their favorite franchises.
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Highlights from this report
There’s a big Gen Z gender gap on anxiety — women are much more likely to feel anxious
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Methodology
The research in this report draws from several sources:
- Data featured throughout is from one survey fielded Dec. 3 -11, 2024, among a representative sample of 1,000 Gen Zers between the ages of 13-27, with a weighted margin of error of +/-3 percentage points, and another fielded Dec. 3-9, 2024, among a representative sample of 2,206 U.S. adults, with a weighted margin of error of +/-2 percentage points. Both survey interviews were conducted online, and the data were weighted to approximate a target sample of U.S. adults and a target sample of Gen Zers ages 13-27 based on age, race/ethnicity, gender, educational attainment and region.
- Consumer spending data featured on page 16 draws from a survey conducted monthly, among a representative sample of 2,200 U.S. adults. Data is collected during the first week of each month, with all questions pertaining to the previous month.
About the authors
Amy He leads Industry Analysis at Morning Consult. Prior to joining Morning Consult, Amy served as the executive editor at eMarketer, and was a China reporter for many years. She graduated from New York University with a bachelor’s degree in journalism and East Asian studies. For speaking opportunities and booking requests, please email [email protected].
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].
