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Let’s be honest—Gen Z is a bit of an enigma. Sure, they’re glued to their phones, creating TikTok trends faster than we can keep up, but when it comes to money and success? They’re playing a much more traditional game than we might expect. Owning a home, financial security, and kicking back into a comfy retirement are still very much on their radar. The twist? They’re fully clued-in to the harsh realities of achieving those dreams, making them smart, pragmatic, and just a little bit skeptical.

That’s why The Gate, a leading creative shop, joined forces with pioneering insights and strategy partner Freemavens to conduct a comprehensive study across five key markets: the U.S., U.K., Spain, Japan, and Hong Kong. Why? To help marketers understand how Gen Z approaches success and finances around the world. If brands want to stay relevant, they need to get to grips with how this generation thinks about money.

Freemavens, with their pioneering Tribes tool, took a deep dive into over 1.25 million global Gen Z conversations from across unprompted social listening and search data. This isn’t your typical survey—it’s about tapping into real, authentic conversations to uncover what truly drives this generation. Through this data-driven approach, combined with in-depth qualitative insights from over 50 Gen Z participants across the globe, we uncovered four distinct “tribes” that reveal how Gen Z defines success, what they value, and how they approach their finances.

Pragmatists (41%): These are your “play it safe” types. They stick to what they know works—following traditional routes to financial security and life milestones like buying a house or having a family.

Bon Vivants (30%): Life is meant to be enjoyed, and these folks prioritize their well-being and passions. They’re more interested in living in the moment than in stacking their savings account.

Hackers (16%): These are the rule-breakers. They’re tech-savvy and look for quick, innovative ways to make money—think crypto, NFTs, and unconventional career paths.

Idealists (12%): For them, success means making a positive impact on the world. They’re balancing their personal goals with their desire to leave the planet better than they found it.

Each tribe’s behaviours and interests tell a bigger story. Hackers are seven times more likely than the average Gen Zer (57% vs. 9%) to be obsessed with tech and computing—no surprises there. Idealists are 6.5 times more likely to keep up with the news (41% vs. 6%)—they’re not just focused on their own path but also on how the world is doing. Meanwhile, the Bon Vivants group is twice as likely to spend their time vibing on platforms like Spotify, Pinterest, and SoundCloud, because why worry about tomorrow when today sounds this good?

Culture plays a big role, too. In the U.S., many participants identified with that All-American entrepreneurial spirit, which explains why Hackers were overrepresented from respondents in that country—they’re a perfect fit for a culture that thrives on tech and bold new ideas. Over in the U.K., people are all about work-life balance, making sure they’ve got time for their hobbies and well-being and as a result, we saw a greater number of Bon Vivants who make their home there.

Spain and Japan leaned in hard into the Pragmatist mindset. Both countries see the value in sticking to traditional financial plans—steady and secure. But interestingly, Spain’s current economic and political climate has sparked a rise in Idealists who are looking for sustainable and impactful ways to secure their future. On the flip side, Japan’s economic struggles have nudged more young people into the Hacker mindset, pushing them to take bigger risks and think outside the box to get ahead.

And then we have Hong Kong, where Hackers are absolutely thriving. This city’s fast-paced, tech-driven culture means young people are all about convenience and efficiency. They’re adopting new financial platforms and currencies with ease, ready to take on whatever the digital future throws at them.

But even with this incredible qualitative research, what did we learn? We found that most of Gen Z doesn’t trust traditional financial institutions. Many don’t know where to start when it comes to saving or investing, and they’re turning to alternative sources—hello TikTok and YouTube influencers—to get their advice. That’s a huge, missed opportunity for the financial industry, which is still failing to meet Gen Z where they are.

In the end, while Gen Z might share some traditional aspirations, it’s clear they’re not a one-size-fits-all generation. They’re playing the game on their own terms—pragmatic, cautious, and fully aware of the obstacles in their path—but their strategies for navigating those challenges vary wildly. Whether they’re sticking to traditional routes, embracing a more carefree lifestyle, pushing the boundaries with tech innovation, or aligning their success with social impact, each tribe has its own unique approach. Brands that want to stay relevant can’t afford to treat Gen Z as a monolith. Understanding these distinct mindsets and the ways each group is reshaping the world around them is key to building meaningful connections with this diverse and dynamic generation.

For more on the study, take a look at the infographic below. Want to dig deeper into what makes Gen Z tick? Reach out to our team at The Gate to explore how we can work together.