Consumption, think tanks raise the curtain: here are the false myths of Generation Z

There are 8.9 million children born between 1997 and 2012: they are influencing companies, families and institutions.

There are 8.9 million Boys from the Generation Z, very young born between 1997 and 2012. Irreverent, inconsistent, fragile of soul and inspiring in their approach: as soon as they developed their critical thinking, navigating the jungle of the world, they influenced families, companies and institutions. And they are also influencing our habits, ours consumption and our way of life. But above all they are sustainable ‘to make a good impression’. Raising the curtain on this ‘slice’ of society is the Zelo think tank which has released an analysis on the “profound misunderstanding” between what Generation Z is, dreams, lives and wants and what adults and companies think of these very young people .

The analysts of Zelo, founded in 2023 and specialized in GenZ, talk about those millions of kids with an “undeniable economic, social and cultural power” thus giving companies “actionable and practical insights” on the new generations through, they assure, “Sincere Research – unmediated and unfiltered – and the field analysis of the behavior of younger consumers”. And the most repeated cliché of 2023 is definitely “GenZ is sustainable and will save the world”. But is it really like that? “This generation – explain the Zelo experts – was born in a world already exhausted, consumed and wounded by previous generations, and is certainly ready to defend the cause, but not willing to take the field with concrete actions”.

The kids of Generation Z, the analysts continue, “want to occupy space in a new way, they don’t want to pay the debts bequeathed by previous generations. If their parents and grandparents were looking for fixed models in which to recognize themselves, those born after 1997 have deconstruction as a prerequisite: they want truth without filters, except those of TikTok”.

Cecilia Nostro, Founder of Zelo, emphasizes that the GenZ expert consultancy has “a creative head with the soul of the researcher and the hands of the consultant”. “I was fascinated – she admits – by the nuances of GenZ and for years, every day, I have tried to decipher it with passion, patience and audacity, to resolve the misunderstanding that blocks the generational gear on the basis of which the balance of society is built. This is why I founded Zelo”. “We – he states – operate like detectives who sincerely investigate the thoughts of a generation to offer companies that really want to speak to young people an objective portrait of it, which serves as the basis for bold, totally innovative projects, with the ability to integrate into the most complex corporate strategies and at the same time fully comply with the desires of GenZ. Projects therefore designed to be successful”.

And so, leaving Black Friday and Cyber ​​Monday behind us, to look at how GenZ is about to face the race for Christmas gifts, in terms of sustainability, and in one of the periods of the year with the greatest impact, these kids on the one hand seem be committed to the fight against climate change and to stem its consequences, on the other hand the data collected by Zelo show a very different scenario, given that only a shy 15% of the sample interviewed declared that they felt truly and concretely sustainable in their behaviors and own choices.

17% of young GenZs, however, admitted that their commitment in this regard stops at separate waste collection, as many as 33% said they do not feel as sustainable as everyone would think and the remaining 35% consider themselves aware and informed, but then he asks himself: “what can we do?”. This is how, by analyzing their purchasing behaviour, it immediately becomes apparent how, only if caught off guard, in order not to make a bad impression, GenZ will try to represent the image that parents, TV and newspapers have of them, “those committed to saving the world” while the daily behaviors of those born after 1997 do not seem to offer confirmation of the thesis and, to cut it short: the big fans of fast fashion are precisely the GenZ.