Gen Z Decoded: Who is Gen Z and what do they want?

The following is part one of a five-part Pavone Group series about Gen Z. Future articles will take a closer look at trends fueled by Gen Z, the group’s digital and social behaviors and some insights about how to target Gen Z. 

Meet Generation Z—the digital natives born between the mid-1990s and early 2010s. They’re the largest generation to date, shaping trends, economies, and cultural movements. From the way they use technology to the values they stand by, Gen Z is rewriting the rules of marketing.

For brands, paying attention to Gen Z isn’t just smart, it’s essential. With over $360 billion in spending power and growing influence, this generation sets the tone for the marketplace. They don’t just follow trends—they create them. The brands that understand what makes Gen Z tick and can connect authentically will be the ones that thrive. Ignore them, and risk being left behind.

BORN INTO TECH

Gen Z doesn’t know a world without Wi-Fi, smartphones, or social media. Technology isn’t a tool to them; it’s second nature. They swipe, scroll, and stream instinctively. This fluency makes them the most tech-savvy generation yet. But with that comes high expectations. They demand speed, convenience, and seamless digital experiences. For Gen Z, if it isn’t fast, it’s forgotten.

A GENERATION DEFINED BY DIVERSITY

Gen Z is the most diverse generation in history, embracing a wide range of racial, cultural, and gender identities. They reject labels and binary thinking, embracing fluidity and inclusion in all forms. This openness drives their worldview and influences everything from friendships to consumer choices. They expect the brands they support to reflect this diversity authentically, not as a checkbox.

SOCIALLY CONSCIOUS AND READY TO ACT

This is a generation that cares deeply about the planet and social justice. Climate change, mental health, and equality are non-negotiable priorities for them. And they expect the brands they engage to support those priorities. Gen Z doesn’t just want change; they demand it. They’ll boycott businesses that fall short and champion those that align with their ideals.

THE RISE OF THE GEN Z ENTREPRENEUR

Gen Z embraces freelancing, side hustles, and entrepreneurship with a passion. They’re resourceful, motivated, and not afraid to challenge the status quo. In fact, many are already launching businesses before they finish school. They want autonomy, purpose and, most importantly, control over their futures.

BRANDS WITH MEANING MATTER

Gen Z buys with intention. They want to know the story behind a product, the values a brand stands for, and how it aligns with their own beliefs. Authenticity is everything. Brands that try too hard or feel insincere will quickly find themselves on the receiving end of Gen Z’s cancel culture. But those that genuinely connect? They’ll gain fierce loyalty.

LIVING IN THE NOW

Patience isn’t exactly Gen Z’s strong suit. Growing up with instant access to information, entertainment, and products has conditioned them to expect results—immediately. Whether it’s same-day delivery or instant customer service, they have no time for delays. In their world, waiting isn’t just inconvenient; it’s unacceptable.

PRIVACY, PLEASE

Despite their digital nature, Gen Z is wary of how much they share online. They’re hyper-aware of data breaches and privacy concerns, opting for platforms and apps that give them more control over their personal information. Unlike previous generations, they carefully curate their online presence and think twice before sharing too much.

Gen Z is a generation shaped by technology, fueled by values, and driven by purpose. They embrace diversity, demand social responsibility, and seek authentic connections. Brands hoping to resonate with this demographic need to move quickly, stay genuine, and align with what matters most to them. In a world of infinite choices, Gen Z will choose brands that feel real, act responsibly, and meet them where they are—right now.

Ready or not, Gen Z is here, and they aren’t just watching from the sidelines, they’re running the show.