Locked down no more
Editor's note: Edward Appleton is director global marketing and sales at research firm Happy Thinking People. He can be reached at edward.appleton@happythinkingpeople.com. Tobias Frei, executive project management at Happy Thinking People, can be reached at tobias.frei@happythinkingpeople.ch.
How will Gen Z emerge when the COVID-19 pandemic finally disappears completely? This was the main question behind an in-depth qualitative exploration of Gen Z value systems and attitudes conducted by our firm Happy Thinking People in the third quarter of 2021. We engaged on a series of digital in-depth interviews, inviting Gen Z participants to think forward to a time where the world was virus-free.
Previous studies had revealed a remarkably resilient Gen Z viewpoint – one that had developed a set of strategies to cope with crises, including COVID-19. We also knew about their activist, politically and socially engaged mind-set, with ambitions to make a difference on a raft of bigger issues such as climate change and social justice.
Would any of this have changed or evolved? What sort of mental shifts or resets could we expect, following two long years of challenging times and multiple lockdowns?
We wanted to find out how the teenagers’ felt, reflecting on the long months of pandemic-induced isolation but mainly focusing on looking forward to how they anticipated and envisaged the future.
Talking to the same group of kids and teenagers in Europe, Asia and the U.S. as with previous waves, we explored the following areas:
• How had lockdown affected them? Were there any changes in rituals or beliefs?
• How did they anticipate behaving after lockdown was totally over? What were their plans and priorities? What had changed?
• What would be an ideal society for them and how realistic or optimistic were they?
• What were their dreams and hopes for their future social, personal and working lives? We also explored their views on the specifics of the workplace as well as the role and responsibility of brands.
We used storytelling and projective techniques to help participants articulate and imagine a new future.
All were asked to imagine a situation where a ship is leaving the harbor of a coronavirus-infected world behind. What would they take with them into the future and what would they leave behind? Redocking a few days later in their new virus-free hometown, what do they find? What’s changed?
We also presented them with a range of verbal concepts describing various future scenarios.
These focused, in-depth explorations were enriched by insights from project work amongst Gen Zers across the globe involving more than 300 participants in numerous categories. The results are fascinating for brands, companies and HR managers in particular. Two major themes emerged.
Firstly, a strong vein of self-reflection. As with many other cohorts, Gen Z folk took time to reevaluate, reassess, reprioritize – from their own immediate surroundings to the world around them. Whilst this modified their sensitivities, it didn’t change the basics, which we will explain more later.
Secondly, a sense of powerlessness and frustration during lockdown led to a magnification and amplification of their existing concerns. Being held back forcibly from doing things close to their hearts seems to have fueled these young adults’ determination to come back stronger. More on this later as well.
Other focus areas covered here are as follows: changing attitudes towards digital versus the role of in-person, real-life experiences; “togetherness,” or the strengthening role of the peer group versus individual wishes; a redefined concept of hedonism; reimagining work and the workplace.
Time…to reflect and reevaluate
“Something clicked. I took time to ask myself questions about what I really wanted to do and become.”
The pandemic, and the lockdowns in particular, were tough on teenagers and young adults. Their footloose period – planning and enjoying parties and gap years; dreaming of what they were going to do in their mid-20s; making new friends; experimenting with all sorts of new experiences…this was all interrupted, with the long-pause button pressed.
We know from previous studies that this cohort of younger people has grown up with crises, learnt to be resilient. They’re invariably adaptable, pragmatic, realistic, hands-on.
COVID-19 was in one sense “just another crisis” – but one that was more sustained and more immediately real. For those looking to find a job, for example, temporary or permanent, the prospects were diminished radically.
It led to prolonged phases of self-reflection and a shift from outward to inward orientation. The action-oriented “let’s do it” attitude morphed into “let’s focus on essentials.”
Many reported on how they now appreciated things they’d taken for granted. Friendships in particular were reevaluated. Many observed a shake-up, discovering who their real friends were and who disappeared quickly after a superficial DM on WhatsApp or TikTok.
Their empathy levels also seemed higher, with a greater appreciation of others’ situations, views and outlook. Fewer disagreements and falling-outs, digital spats.
Many embarked on new activities and hobbies, from sport to knitting to a new musical instrument. Or giving their own bedroom a makeover, making it into a real nest. Going for walks. Ways of not just filling time but coping strategies, providing a sense of purpose, meaning.
This transferred onto their expectations of future work. Doing meaningless, repetitive tasks or settling for lowly, unrewarding jobs isn’t going to cut it for long with tomorrow’s trainees and apprentices. More on this later.
When we discussed their convictions and commitments, however, there was a strong sense of nothing much having changed. Global warming, social justice, diversity, inclusiveness…these are issues they still care about strongly. The determination is still there – likely stronger than ever. Voices that have been on mute are straining to be heard.
Which takes us on to the next areas: magnification and amplification.
Loud and louder
“Everyone must draw conclusions and lessons from this year and if we all want to continue to live on this planet in harmony, we must take care of it.”
Whilst the pandemic seems to have made Gen Z more empathetic and more appreciative of how things hang together, there seemed no real change in their basic values and belief systems. The ideal Gen Z post-pandemic world described was familiar from previous studies: all individuals living as equals; discrimination in all forms, shapes and sizes eradicated; sustainable living and consumption patterns the norm. Their motto remains “all united for a better world.”
What’s changed is the urgency. To put into practice all the new ideas and plans they had time to think of during lockdown.
Lockdown was a time of anxiety – and impotence. Suddenly life and the scope for action was limited to a small room, often literally. For people typically exhibiting a strongly proactive mind-set, this was hard.
As the pandemic recedes, all these bottled-up urges to act will likely emerge with renewed energy. What will this mean in more detail? Our conversations revealed an even more political outlook – demanding the rights to be involved in decision-making was a strong theme. The right to vote was mentioned often; some planned to join a political party, go to demonstrations or go on strike – effectively putting activity back into activism.
We heard skepticism about capitalism as an organizing force – it being seen as driven by narrow self-interest and lacking in solidarity.
Their demands on brands and companies are clear: transparency, honesty, accountability, consistency. At the same time, they remain realistic, not quite resigned, but believing the profit motive to be the general default mode.
Sustainability is just as important as ever. But interestingly it’s becoming a hygiene factor for Gen Z – they seem to take it for granted, that brands are on board with and acting sustainably.
Digital? Let’s go offline.
“I started to gradually reduce my social media consumption. Now I am at three hours a day and I will probably continue my detox.”
Gen Z are often described as digital natives. True enough. But the assumption that they spend all their time on smartphones is not accurate, as we’ve documented in previous studies. The real world is so important to them for many areas of their lives, especially for more important moments and interactions.
In this study, they revealed an even more strongly ambivalent love-hate attitude towards online. Sure, it has been a lifeline in all sorts of ways during the pandemic – for entertainment, information, keeping in touch with their friends and more. But the downsides became clearer. Many reported on digital overkill: of aimless smartphone scrolling, reaching online ground zero. This sits badly with an activist, let’s-do-it mind-set.
Beyond a sense of online ennui, there were a number of specific digital disenchantments, which we can touch on briefly.
E-education: This was a lowlight. The learning experience of sitting in front of a computer invariably proved a poor substitute for real school life. Those having to prepare for important exams on their own, with inadequate support, felt abandoned.
FOMO took on new forms for those starting higher education. Parties, meeting new people? Postponed, maybe not repeatable. Digital equivalents appeared pale, non-tangible, not so real. Sense-making structures and rituals were missed.
Some came to view social media in general with greater skepticism, having experienced firsthand how fragile and transient online friendships can turn out to be.
In contrast, real-life experiences and interactions, the world of touch-and-feel, of physical contacts, gained in appeal, boosted no doubt by their scarcity during lockdown. Three areas stood out in particular: partying, travel and shopping.
Opportunities to party or celebrate were much reduced during the pandemic. We heard of celebrations under the radar – also of smaller, cozy gatherings of friends.
So, the urge to catch up post-COVID-19 on having fun in a group was strong. Clubbing, concertgoing, parties of various sorts will all definitely re-emerge but probably differently.
We heard the word outdoors mentioned repeatedly. And there was no real sense of going wild, of total abandon. Their attitudes toward having fun seem to have become even more circumspect; Gen Z has a different sense of hedonism, as we will explore later on.
Travel figured prominently in an imagined future – there was a huge sense of wanderlust, of anticipating the time where travel plans hatched during lockdown could become a reality. This is a topic in itself but one we could only skim on given the time limits of our engagements.
When we touched on future shopping, we saw online-offline tensions playing out clearly. Online has it all: convenience, ubiquity, price comparisons and more. But Gen Z loves and misses real-life shopping trips. Visiting bricks-and-mortar outlets with their mates, browsing, picking things up, trying things on, checking out any new in-store experiences a store might have to offer. Secondhand stores? Bring them on.
It seems that whatever the future of e-commerce brings, there’s an important role for the touchy-feely world of retail closeness and physicality for Gen Z. For brands looking to attract or recruit the next generation of digital-native consumers, that’s an important consideration.
Generation togetherness
“I would be all in for a basic democracy – something like that.”
A strong thread through all our conversations was a growth in the importance of what we’ll call togetherness. We know from previous studies that Gen Z is strongly driven by the group – their peer group of friends. The group decides ultimately what’s in, what’s less cool – often more so than online influencers who can be suggestive of new trends or ideas. The “we” beats the “me.”
COVID-19 seems have strengthened this feeling. We heard a lot about togetherness in many forms; diversity, inclusivity and mutual encouragement remain strongly held values.
Borders are something to be bridged – Gen Z sees itself as a global tribe – in the pursuit of global harmony. Solidarity is a must.
They’re as keen as ever on helping make the world a better place. Eco issues? Still front and center – as is the desire to make societies less divided, people kinder.
The overall impression was strongly utopian – a generation seemingly aspiring to a drug-free, more sensible revival of the flower-power movement of the 1960s.
Whilst the above may sound extremely idealistic, our impression from countless projects with Gen Z is that their belief set and convictions are deep-seated. It’s a mind-set that likely won’t simply disappear as they enter the adult world and the workplace.
We seem to be witnessing a sort of next-gen sea change in values, not just another youth-driven bubble.
Hedonism redefined
"Protests are fun for me, you get together with friends and create something meaningful.”
Changing perceptions of what it means to have fun was also a strong theme.
Despite in many ways being a remarkably adult, precocious and sometimes serious-seeming young generation, hedonism is still a top priority for them. They certainly like to see the flip side of things – including laughing at themselves, not taking life too seriously.
But their sense of fun, how they interpret it, is pretty different to that of Millennials, for example. Fun doesn’t necessarily mean going wild and partying from Friday night through Monday morning.
Sure, they want to switch off and dance away the catastrophes in the world around us. They also definitely have FOMO – parties, rites of passage, the whole celebratory process of growing up. There is a strong sense of the need to catch up.
But it’s not about being excessive. “Hedonism” is more about enjoying time together with friends, doing something meaningful or creative. Like making music, learning a new language – or fighting for the right cause, creating social media content or creating a private theater play.
Purpose, politics and fun are not in any way contradictory for them. Quite the opposite – they can be connected.
One of the concept scenarios we discussed was the “golden 20s.” This envisaged exuberance and extravagance – driven by a need to catch up on all things missed. It didn’t resonate. Participants welcomed the return of normal routines, of physical contacts being permitted again. But the idea of wild celebrations wasn’t seen as realistic, nor particularly relevant.
Worth noting briefly as a coda here: fun can definitely be premium or luxury for this group. While teenagers and young adults are almost always dependent on their parents for money, there are definitely pockets of Gen Z affluence – in comparison to a generation ago.
There will be moments of celebration where the parentally financed and controlled purse strings are loosened and they treat themselves. To dinner at an extravagant restaurant with friends to celebrate, for example.
The experience is highly valued – and being a responsible Gen Z person doesn’t exclude moments of self-indulgence.
The world of work — flat, fair and equal
“My parents killed themselves at work, there’s no way I’m going to do the same, even if I earn less money.”
When we came to talk about the world of work and their attitudes towards it, it quickly became clear how much of a sea change has happened since Millennials entered the workplace.
Again, the pandemic seems to have acted as an accelerator. Meaningful work is a key concept for Gen Z, much more than simply earning money. Money is viewed pragmatically – having enough to get by, manage financially, but not much more than that.
Their limited financial expectations from “a job” are pretty different, however, from what they expect an employer should offer. There’s quite a long list.
Everyone should have a job that allows for professional and private fulfillment, time for personal development. Leisure time? Just as important as work. Overtime? Not more than is absolutely necessary. And no more meaningless jobs. They are all for a four-day week and in fact consider this a standard long overdue.
Flat structures and salaries more equally distributed across hierarchies were mentioned often. Bosses are viewed as coaches and networkers rather than decision-makers. And decision-making should be participatory and take place in committees rather than in a top-down manner driven by individuals.
Communication should be open, fair and honest – telling the truth is something Gen Z appreciates, even if it hurts.
It’s all quite different from the aspirations and expectations from people entering the workplace 15-20 years ago.
And yes, Gen Z people do take their careers seriously, and financial security is important to them as well.
Quite a lot for HR leaders and business owners to ponder on! Core principles for employers should include: listening closely and being honest, responding as best and as fully as business realities allow. After all: a better world should have a better workplace.
Values and belief structures unchanged
In summary, it seems that Gen Z will emerge from the global 2020/2022 pandemic with many if not all of their underlying values and belief structures unchanged.
The urge to take action, to make things happen, will likely reemerge even more strongly.
We can expect them to be even more demanding of “better” from those in charge of the world around them. That means an ongoing eyeballing of “the powerful” – brands, companies and governments – monitoring for consistently responsible behaviors across the board.
Gen Z is quick to Google, get themselves up to speed, spot discrepancies or inconsistencies.
When it comes to Gen Z as potential employees, the workplace can anticipate a demanding generation with high expectations, as documented above.
It’s an interesting moment – when determined youthful idealism meets workplace pragmatism.
To conclude on a lighter, hopefully balanced note: Gen Z might appear intimidating but they’re not all deadly earnest. Yes, they’re demanding but fun is still written big on their agenda. As is travel. Or having the latest, coolest sneakers. They like to laugh; after all, the world is such a serious place, you need to be able to smile.
And a lot of the rules of Gen Z engagement for packaging, say, or online advertising, still apply; the rules of great storytelling haven’t changed, for example, even if content and channel expectations have modified.
Doing regular research on Gen Z’s mind-set and preferences is highly recommended. This cohort is very fluid when it comes to brands and they are often reluctant to commit, preferring to keep their options open. Keeping one’s finger on the pulse is hugely important and valuable.
All clear? Great. Gen Z doesn’t have all the time in the world!