Generation Z is stepping into adulthood during a tumultuous decade in which we are seeing a growing climate crisis, increased economic and political unrest, and a global pandemic. But rather than deterring this group, these changes are proving to be a catalyst for Gen Z and the change they want to see in the world.

Wunderman Thompson Intelligence’s Generation Z: Building a Better Normal report explores how the demographic is taking advantage of a dramatic world shift and rewriting traditional identity narratives, moulding new metrics for success and reshaping the boundaries of consumption – all in the pursuit of building a better normal.

The report draws on interviews with 1,000 US-based 16-24- year-olds carried out in October 2020, as well as global insights from the same age group gathered throughout the year, to reveal Generation Z’s views on careers, identity, community, activism and brands.

Self-belief, pragmatism and optimism motivate this generation to work towards a better tomorrow, and they’re aware they cannot achieve this alone. Gen Zers are turning to companies and influential figures to help shape positive change – demanding ethics, transparency and a new set of values. “Do better” is at the heart of their mission and 85% of them believe brands should be about more than just profit. Meanwhile, 80% believe brands should help make people’s lives better.

Wunderman Thompson Intelligence's report builds on initial research from 2015, where even then it found that this age group was growing up during a tough period and learning from the mistakes of older generations. Fast-forward to 2020 and times are even tougher, with a global pandemic and new socio-economic norms being introduced. However, the same maturity, passions and global awareness continue to drive this generation to pursue a better world. As the first true digitally native generation, Gen Z has been able to find and create like-minded communities, work collectively to find solutions to big problems and challenge the outdated status quo.

Download Generation Z: Building a Better Normal to find out more about how the pandemic has impacted Gen Z’ers and what the opportunities are for brands