answer
As someone who changed the world in a positive way.
We’re responsible...because otherwise we have to sit in the mess your generation made. No offense.
GEN Z, U.K.
What’s the #1
way that Gen Z wants to be remembered?
Now in our third wave of youth research,
we have set our sights on the exciting world of Gen Z. In order to create the latest in our series of truly meaningful youth perspectives, we set out to uncover what truly sets this next generation apart.
2015
2015
Truth About Youth
2021
Truth About Gen Z
[The original Truth About Youth] was an insight that could have changed the way brand-businesses understood, prepared for and transformed in order to be better enterprises and better corporate citizens.
LARRY LIGHT
2011
Truth About Youth
GEN Z
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©2021 McCANN WORLDGROUP
McCann Worldgroup Truth Central is our global intelligence unit dedicated to unearthing the macro level truths that drive people’s attitudes and behaviors about life, brands and marketing.
Our team of trend and insight experts regularly author global studies packed with actionable perspectives that are as creative
as they are analytically sharp.
ABOUT TRUTH CENTRAL
Download the Executive Summary
Download the Executive Summary
Gen Z
is just
getting
started.
Interested in learning more?
Download the executive summary here.
70% of Gen Z globally
agree that the best way
to come up with a creative
idea is by bringing together people that look different
and think differently.
Luxury today is no longer a cold, inaccessible ideal but a feel-good lifestyle for all; not a flat concept, but a holistic experience. We will explore how brands can reimagine a vision of luxury through the lens of Gen Z: embracing fun, chaos, and inclusivity
Gen Z thinks for themselves. We don’t just hear things and then go do it. We’ll question stuff.
– Gen Z, U.S.
When it comes to the one form of entertainment Gen Z would keep around for the reset of their lives, gaming is the #3 globally. In the US it’s already #1 among Gen Z.
For Gen Z, gaming isn’t the next frontier of entertainment – it’s already here. From social interaction to stress relief, gaming has grown to become an essential part of Gen Z’s lives. But as gaming technology evolves, so too must gaming culture, and there’s a massive opportunity for brands to get involved.
When I was very young, all my parents and everyone used to say that if you’re playing video games, you’re wasting your time. But now I see a lot of career options emerging. – Gen Z, India
69% of Gen Z globally say they’d be willing to pay more for a brand or product if they knew it was supporting an issue they care about.
Young people have always led the march for social action. What’s new is a culture of accountability that empowers Gen Z to effect structural (top-down) change based on their collective values. As young voices continue to gain momentum, how can brands make good on promises to better the world this generation will inherit?
We now realize our voices can really make a difference... It's not like because I'm sitting in a small town in some country that I'm just absolutely no one. My significance has increased.” – Gen Z, India
76% of Gen Z globally believe that emotional connections today are weaker than they were in the past.
The most connected generation in history is also the most disconnected and lonely. We explore the spotlight this generation has placed on mental health and the expectations of brands to lend their support.
These days if we are not comfortable with someone, there is no commitment or sorrow
in leaving. – Gen Z, Mexico
60% of Gen Z globally say they're always looking for
the next cool thing.
Gen Z has overthrown the cultural gatekeepers of old and now sit firmly in control of their own cultural intake. Learn what this means for brands looking to understand and harness the fast-moving culture of Gen Z.
We are trendsetters and trend makers. We believe in different ways. Of living different lifestyles. – Gen Z, U.S.
60% of Gen Z globally say they're always looking for
the next cool thing.
Gen Z has overthrown the cultural gatekeepers of old and now sit firmly in control of their own cultural intake. Learn what this means for brands looking to understand and harness the fast-moving culture of Gen Z.
We are trendsetters and trend makers. We believe in different ways. Of living different lifestyles. – Gen Z, U.S.
Memeology 101
Coming Soon
Evolving Notions of Luxury
Game is Life
Action is Non-Negotiable
The Connection Paradox
The Culture Makers
Click on the titles below to learn more about each of our Gen Z areas of focus.
The Truth About Gen Z
24%
of Gen Z told us at the start of the pandemic that one positive was that "there would be lots of good memes."
40%
of Gen Z say they've reconsidered what makes them happy during the pandemic.
58%
of Gen Z believe that it's important to put the truth before other factors in all situations right now.
is moving more quickly than ever, which is why we've been tracking behavioral shifts and local nuances through out Truth About Culture and COVID-19 study. Now in it's 10th wave of research,
our Gen Z perspective has been fortified by this ongoing initiative.
Youth culture...
we interviewed over . This included over with members of Gen Z specifically to capture their unique perspective.
As part of our research,
32,000 participants across 26 markets
5,000 interviews
PUERTO RICO
ARGENTINA
BRAZIL
INDIA
COLOMBIA
MEXICO
TURKEY
ITALY
SPAIN
U.S.
FRANCE
GERMANY
CHINA
JAPAN
CANADA
U.K.
CHILE
SOUTH AFRICA
RUSSIA
PERU
NIGERIA
U.A.E.
THAILAND
PHILIPPINES
HONG KONG
AUSTRALIA
new Gen Z Anthropology Network to be our eyes
and ears on the street and report their truths about Gen Z back to us. Because it's vital that we not only talk about this generation, but with them as well.
We launched a...
Big businesses could use a fresh perspective. And that doesn't come from having a Ph.D. It comes from experiencing things unique to our generation that other generations can only try to understand.
–Gen Z Anthropologist, Germany
5 Markets
75+ participants
+ plans for expansion
the truth about
2015
Truth About Youth
2021
Truth About Gen Z
[The original Truth About Youth] was an insight that could have changed the way brand-businesses understood, prepared for and transformed in order to be better enterprises and better corporate citizens.
LARRY LIGHT
2011
Truth About Youth
As one of our first
Truth Studies, the original Truth About Youth set out to explore the motivations of young people around the world.
Now, Gen Z has taken the spotlight from Millennials. Our latest study explores the seismic impact this new cohort is having on culture.
In this update to the Truth About Youth, we turned our focus to truly understanding the Millennial mindset and what set this generation apart.
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32,000 participants across 36 markets
we interviewed over . This included over with members of Gen Z specifically to capture their unique perspective.
HOME
CONTACT
©2021 McCANN WORLDGROUP
McCann Worldgroup Truth Central is our global intelligence unit dedicated to unearthing the macro level truths that drive people’s attitudes and behaviors about life, brands and marketing.
Our team of trend and insight experts regularly author global studies packed with actionable perspectives that are as creative as they are analytically sharp.
ABOUT TRUTH CENTRAL
FORMER CMO, McDONALD'S
The Culture Makers
The Culture Makers
The Connection Paradox
Action is Non-Negotiable
Game is Life
Evolving Notions of Luxury
The Culture Makers
What’s the #1 way that Gen Z wants to be remembered?
We’re responsible...because otherwise we have to sit in the mess your generation made. No offense.
GEN Z, U.K.
As someone who changed the world in a positive way.
What’s the #1
way that Gen Z wants to be remembered?