In recent weeks, research has claimed that Gen Z—those born between 1997 and 2012—enjoy binge drinking, hold traditional gender views, and prefer solo dining. A Google search for the term yields millions of articles documenting their finances, mental health, and hobbies.
Experts say the internet plays a key role. Paul Redmond, former director of student experiences at Liverpool and Manchester universities, notes that Gen Z are the first generation to grow up with ubiquitous technology, making them a subject of curiosity. “They are demonstrating very different behaviours than other generations have,” he said.
Employers and companies are eager to understand how to hire and sell to this cohort, leading to a rise in Gen Z-driven marketing agencies. Joanna Allcock of Seed marketing agency says that experiences like the pandemic and AI have changed how Gen Z find belonging and form opinions. However, she warns that much of the research is flawed: “50% of our office is Gen Z so we can see how much of it just isn’t true.”
Jenk Oz of Thred Media argues that Gen Z are studied more because they provide continuous real-time data online. He adds that they are on track to become the richest generation by 2035, fuelling the obsession with money. Prof Bobby Duffy of King’s College London calls the fascination a form of hysteria: “Every generation thinks the current young people are the worst. Now it has transferred to Gen Z, but it is worse because of social media.”
Duffy notes that while some trends like delayed adulthood are real, most media claims are “marketing nonsense and hysteria.” He says labels like Gen Z are appealing in an online age but often meaningless.
