Gen Z: Personal & Professional Success Thought Leadership Preview

Gen Z is a priority consumer group across the marketing industry. By most estimates GenZ will account for 30% of the U.S. workforce and $33 trillion in income by 2030. Much has been assessed and written about them, particularly with regard to their social media behavior, their mental health and cultural attitudes, and their buying habits across consumer categories.

However, there’s still much to understand about them when it comes to their beliefs and approach to securing their personal and professional futures. That’s why in Q1 of 2024, we’re fielding a robust research project culminating in multi-dimensional thought leadership content that will look at how this generation defines success, how they plan for their future (or don’t), what they believe to be the best behaviors and actions toward facilitating and securing success, and their key sources of influence that help them define and plan for what they want.

Our research will uncover answers to the following questions:

· How does Gen Z define success? How much do they desire material markers of success (financial security, well paying job) versus emotional markers (overall happiness and wellbeing, sense of purpose)? How do they balance the two categories and how are these categories interrelated?

· What inputs influence Gen Z’s definition of success? Friends/family? Social media platforms? Teachers/professional mentors? Influencers? Industry thought leaders?

· What tools and resources does Gen Z deem valuable to help achieve their definition of success? How does on-going education play a role? Financial planning and investment?

· How does GenZ spend, save, invest, and think about money?

· How does GenZ think about/plan out their career?

· What are GenZ’s views on engagement higher education (was/is it worth) advanced degrees, continuing education, etc.?

· What are the different sources they use to keep themselves educated, up-to-date on all the latest trends in their chosen profession?

We’re confident this research will lend exciting, novel insights to the Gen Z discourse. For our existing clients, this research will help them “take bigger leaps with fewer steps” when it comes to communicating to this generation in innovative, creative and effective ways.