20 Things in Society That Gen Z Won’t Buy Into 

Even though Gen Z may be one of the younger generations, they’ve learned a lot in a short space of time and see the world completely differently than older generations do. Here are 20 things in society that Gen Z won’t buy into.

Traditional Brand Loyalty

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Gen Z has fluid brand loyalty and won’t just shop at a brand’s store because that’s where they’ve always shopped. They’re happy to mix things up. For example, MyCustomer writes, “Authenticity is the new currency for conversion, spend and loyalty, especially when it comes to Gen Z.” This generation will always choose authenticity over brand loyalty.

Linear Career Paths

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Gen Z cares less about building a career with one company and instead chooses jobs that align with their personal values. They prefer to have a flexible job with a great work-life balance and to have the opportunity for growth rather than climbing the traditional career ladder.

Conventional Education Models

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This younger generation has begun to question conventional educational models and instead prefers self-directed learning and online resources. Gen Z is more likely to pursue an education that offers practical skills so that they can apply them to the real world. They also don’t want to be burdened with the debt of going to college.

Traditional Financial Management

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Yahoo! Finance writes, “A June report from credit reporting firm Experian reveals that 63% of Gen Z and 59% of millennials would rather spend money on ‘life experiences’ like travel and concerts now rather than save up for retirement.” Not only this, but Gen Z prefers digital banking and is skeptical of traditional investment options.

Standard Media Consumption

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Gen Z finds it difficult to trust traditional news outlets and instead prefers to hear first-hand accounts that may have been published online. They prefer the authenticity of first-hand experiences and stories, as it can also make events more relatable. Gen Z will also tailor apps to their personal interests, so they will only have interesting news.

Gender Norms and Labels

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Gen Z doesn’t believe that there are only two genders; instead, they embrace the fluidity of gender identity. They will also support brands that recognize this, as it’s important to celebrate diversity in gender and sexuality. They value inclusivity in the media so that everyone can feel a part of today’s society.

Fast Fashion

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According to Gen Z, it’s important to prioritize being sustainable. For example, Haus Von Eden writes, “The generation wants to replace the consumption of fast fashion with more sustainable habits.” This generation supports thrift shopping and swapping clothes. They know how much of an impact fast fashion has on the environment.

Single-Use Plastics

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One thing Gen Z is passionate about is creating a sustainable future. A key way they do this is by reducing their consumption of single-use plastics, which contribute to waste. They’ll support initiatives and brands that have eco-friendly packaging and have made it clear that they’re sustainable brands.

One-Size-Fits-All Solutions

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Marigold Engage writes, “84% of Gen Z say that their favorite brand treats them like an individual. Brands that prioritize personalization have a competitive advantage. Studies show that consumers want to be known and expect to be understood.” Gen Z can be skeptical of mass-produced products, preferring things that are tailored.

Traditional Advertising

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Gen Z isn’t keen on traditional advertising and prefers authentic brand stories. It isn’t a brand’s advertising that would make them buy a product, but rather good reviews or being recommended by someone they trust. Gen Z demands honesty and transparency from a brand; otherwise, they won’t purchase from it.

Corporate Social Responsibility as an Afterthought

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They expect companies to have a sense of social responsibility from the get-go and for it to be included in their core business model. Gen Z will support brands that contribute to social, environmental, and ethical causes and will be critical of any brand that doesn’t have a sense of activism.

Owning Over Sharing

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Gen Z prefers the option of everyone having access to things rather than everything being individually owned; an example of this is streaming and subscription services. Having more of a sharing economy also means less of an impact on the environment, as it’s a more sustainable method.

9-to-5 Workdays

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Evie Magazine writes, “A 9–5 job isn’t for everyone, and for Gen Zers, it’s the furthest thing from what we want.” Gen Z wants a flexible job where they can work on their own schedule and from any location they please. They support remote work and freelance careers, as this will give them the best work-life balance.

Disposable Culture

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Gen Z is more likely to fix a broken item than buy another one. For example, The Standard writes, “Around 85 percent of ‘Gen Zers’ aged between 18 and 24 told researchers from the London Recycles campaign that they had repaired a broken possession in the past year, rather than buy a new item.”

Privacy Invasions

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Gen Z values their digital privacy and data security. They’re skeptical of any platform that may compromise this and will always stay clear. This generation supports technologies and policies that protect user privacy. They’ll always be sure to criticize any company that fails to keep personal data secure.

Unethical Tech Practices

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This generation is concerned about the ethical implications of technology, including AI and data use. They support ethical tech initiatives that prioritize their users by keeping up to date with ethical standards. Gen Z is skeptical of technology that may put a person’s privacy, security, or well-being at risk.

Traditional Banking

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While Gen Z doesn’t have anything against physical banking, the generation still thinks it’s important to have digital options. For example, We Forum writes, “To build lasting relationships with Gen Zers, however, banks need to combine their physical presence with a competitive, exciting digital offering.”

Performative Environmentalism

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Gen Z demands genuine commitment from brands and organizations when it comes to sustainability. They like to engage with companies that have products that are environmentally friendly or have great environmental initiatives. They don’t agree with brands that greenwash or don’t have a sustainable message.

Traditional News Outlets

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Gen Z prefers their news to come from social media sources rather than traditional news outlets. They believe news from social media is more authentic and transparent. It also comes in real-time and Gen Z can literally watch events unravel live. They’re skeptical of biased news outlets and prefer independent sources.

Overconsumption and Materialism

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INAA Group writes, “If Gen Z does tend to splurge, it’s most likely on experiences, rather than materialistic items.” Gen Z will always choose experiences over consumption and material wealth. Experiences will give them personal growth and help them interact with the community.  Not only this, being less materialistic also has less of an impact on the environment.

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