Gen Z : Decoding The Disrupters

An article by Jasravee Kaur Chandra

Gen Z, born between the late 1990s and early 2010s, has a distinct life vision that sets them apart from previous generations. Their approach to life is shaped by experiences, technological advancements, and a rapidly changing world.

I. The 7 Codes of Gen Z: Unpacking Their DNA

  1. Hedonism with a Purpose, Seeking Self-Actualization Through Experiences: What might appear as self-indulgence is actually a commitment to self-actualization. Gen Z seeks pleasure not for its own sake, but as part of a broader quest for personal growth and fulfilment. Their hedonism is informed by self-awareness and exposure to diverse experiences, blending enjoyment with meaningful self-discovery.
  2. Overwhelmed Yet Unbreakable, navigating a Chaotic World: Hyperconnected and constantly bombarded with information about global crises, Gen Z is acutely aware of the world’s challenges. This unfiltered view, coupled with the pressure to maintain curated online personas, leads to heightened stress and anxiety. However, this generation also shows remarkable resilience, developing coping mechanisms to navigate their complex reality.
  3. Real Over Filtered: Craving authenticity, Gen Z values being real and interacting with genuine, unfiltered content. They are wary of superficiality and seek honesty in their relationships and media consumption. This desire for authenticity serves as a therapeutic counterbalance to the pressures of modern life.
  4. Global Citizens, Local Hearts: Gen Z’s consciousness is inclusive and borderless, embracing diverse cultures through music, movies, and social media. They share and consume content globally, creating a sense of community that transcends geographic boundaries. This cultural collaboration fosters a unique, interconnected worldview.
  5. Minimalism Meets Sustainability: Environmentally conscious, Gen Z prioritizes experiences over material possessions. They are willing to spend less on goods and more on activities that enrich their lives while minimizing their environmental footprint. This minimalist approach reflects a deep commitment to sustainability.
  6. Changemakers, Not Bystanders: Gen Z is deeply engaged with global issues and eager to be change agents. They use their voices to advocate for social justice, climate action, and other causes they believe in. This proactive stance is a defining characteristic of their collective identity.
  7. Self-Made, Not Spoon-Fed: Driven by a desire for personal growth, Gen Z focuses on building diverse skills and experiences. They prioritize their own development before committing to others, striving to become well-rounded individuals. This is seen as essential for navigating an uncertain future.

These seven codes illustrate Gen Z’s distinctive approach to life, characterized by a blend of hedonism, resilience, authenticity, cultural inclusivity, sustainability, activism, and individualism.

Key Characteristics of Gen Z’s Life Vision & Differences from Parents, Gen X:

“My ideal life includes Financial Freedom, good combination of liquid cash and a great investment portfolio. Mental health, physical health and being strong. Travelling at will and learning, studying and growing” – First jobber, Gen Z
The life vision of Gen Z is distinctively different from previous generations. Key patterns include the following.

  • Well-being Wins: Mental and physical health are paramount. Unlike their parents, who might have emphasized stability and job security, Gen Z places a higher value on personal fulfilment and happiness.
  • Experiences over Excess: While there are material aspirations, Gen Z values experiences like travel, personal growth, and quality time with loved ones. This emphasis on experiences reflects a shift from the material-centric goals of previous generations.
  • Passion-Projects, over Pay checks: Many in Gen Z aspire to careers that align with their passions, such as art and entrepreneurship, marking a departure from traditional job expectations. They seek meaningful and personally fulfilling work rather than just a stable income.
  • Unique Paths to Success, absence of conventional narratives: Gen Z’s goals often transcend materialistic gains. Examples include desires for a “fat passport” indicating a love for travel, or ambitions to open a shelter for dogs, showcasing their drive for purpose-driven and fulfilling pursuits.
  • Celebration of Diversity: Gen Z is radically inclusive, celebrating diversity and fluidity in identity, unlike their parents who often adhered to more definitive identities and traditional roles.
  • No Need to Rebel: With a friendly and open upbringing, Gen Z does not feel the same need to rebel against prescriptive and more rigid parenting styles that characterized the upbringing of Generation X.
  • Financial Independence: Gen Z aspires to hustle early and retire at will, contrasting with their parents’ focus on job security and stability.

Success for Gen Z is comprehensive, involving emotional well-being, physical health, and a harmonious balance between professional and personal life. They are less constrained by traditional benchmarks of success like fame or societal recognition.

II. The Influence Ecosystem: Shaping Gen Z’s Worldview

Gen Z’s influences span a broad spectrum of media, from movies and music to social media and influencers. Their tastes are eclectic, reflecting a blend of nostalgia, comfort, and a fear of missing out (FOMO). Here’s a closer look at the ecosystem of influences that shape the vibe Gen Z loves

Content Cravings: Movies, Music, and FOMO

Movies & Series: Gen Z’s viewing habits reflect a drive for emotional comfort, social relevance, and thematic richness.

  • Evergreen Classics: Movies like “Zindagi Na Milegi Dobara” (ZNMD) are timeless for Gen Z because they resonate deeply with relatable themes and enduring emotional impact.
  • Emotional Comfort Viewing: Series like “Friends” and “Modern Family” are watched repeatedly for their comforting familiarity.
  • FOMO: Staying updated with the latest shows and movies is crucial for social currency among Gen Z. Watching new releases ensures they stay relevant in conversations.

“We watched Archies movie because everyone had watched and we also wanted to judge star kids poor acting and contribute to memes” – First jobber, Gen Z
Music Playlists: Music is essential in the lives of Gen Zers for both emotional and social reasons.

  • Genre Diversity: Just like a surprise mixtape, they love jumping between genres. It’s all about experiencing a range of emotions.
  • Playlists for Every Mood: There are playlists for everything—reminiscing old times, chilling out, partying hard, or setting the mood for any activity.
  • Global and Local Mix: From global pop icons to local legends, their music tastes are inclusive and diverse.

Social Media and Influencers

Social media and influencers are crucial in shaping Gen Z’s preferences and behaviours. Influencers like Tanmay Bhat, Varun Maaya, Vishnu Kaushal, Prajakta Kohli, Luke Coutinho, and Kritika Khurana resonate with Gen Z for their relatability and authenticity. These influencers are followed for their inspiration, skills, and the genuine journeys they share with their audience.

  • Authenticity and Realness: Gen Z craves authenticity. Influencers who present their real selves and share genuine experiences resonate the most.
  • Diverse Inspirations: They draw inspiration from various figures, focusing on specific qualities rather than idolizing one person. This includes traditional celebrities, online influencers, and even personal acquaintances.

“Tanmay and his reaction videos are epic as they are damn funny plus he breaks down complex finance subjects into simple ones on his podcasts. Maza aata hai aise learn karne meh”- First jobber, Gen Z

  • Dynamic Self-perception: Many Gen Z individuals see themselves as evolving role models, reflecting their dynamic and self-aware nature.

Communities & Lingo

  • Online Communities: Platforms like Reddit provide spaces for humor, relatability, and advice on various life aspects. They offer news, gaming tips, and life advice, fostering a sense of belonging and shared experience.
  • Gen Z Lingo: This generation has developed a unique lingo—a secret code that fosters connection and fun. Inside jokes and phrases create a sense of belonging among their peer. No Cap, FOMO, YOLO, RIZZ, SLAY, VIBE CHECK, MAIN CHARACTER, SUS, TMI, Sus, Rizz, Vibes, Hard Relate, “Kya hi hoga”, Bestie , STRESSY- STRESSY, Sus, Red Flag are some of them.

Gen Z’s influences are as eclectic as they are dynamic, blending the old and new while carving out a unique identity that is shaped by a changed world. Do you see someone you know reflected in these patterns?

III. The Vibe that Gen Z Loves: It’s Not Your Parents’ Mainstream

Gen Z is fond of a vibe defined by traits that set it apart from conventional norms. It clearly explains why they endorse and love brands like Mokobara, Phool, Here’s a look at what defines their unique preferences:

Unique, Not Conventional

Gen Z loves brands and experiences that scream originality and creativity. They’re always on the hunt for something that stands out from the crowd. Traditional and mainstream offerings that lack a unique touch? They won’t even get a second glance.

Real, Not Fake

Authenticity is key. Gen Z prizes real experiences and honest communication. Anything that seems contrived or pretentious is quickly shunned. They crave genuine interactions and transparent communication.

Expressive, Not Subdued

Bold self-expression is embraced and celeberated. Gen Z prefers things that are unapologetically themselves. Subdued or reserved expressions that lack confidence? Not appealing at all.

Exploratory, Not Rigid

Open-mindedness and a strong desire to learn new ideas and experiences are essential. They value growth and adaptability, seeing inflexibility and an inability to consider new perspectives as major turn-offs.

Lit, Not Dull

Fun, excitement, and energy should be in healthy abundance. Gen Z is drawn to electric, compelling experiences. Anything dull, boring, or uninspiring just gets tuned out quickly.

Conclusion: Generation Z, Redefining Success, Rejecting the Script

Gen Z’s life vision, influences, and festive rituals reflect their unique approach to navigating the modern world. They emphasize authenticity, individuality, and meaningful experiences, which shape their preferences and behaviours. Understanding these traits is crucial for connecting with this dynamic generation, whether through media, brands, or cultural practices. As Gen Z continues to redefine norms and set new trends, their impact on society will undoubtedly be profound and lasting.

…………………………………………………………………………..

References

Primary Research: Conversations with Gen Z. A co-creation lab where collages were made, giving specificity to their life vision and actual behavior around festivals and media consumption was elicited.

Reports:

←
→

Leave a comment