Power or pleasure? Know what really matters to Generation Z

The clash of culture and thinking between generations is real. It doesn't take much study for this; just a conversation with your father, your mother or even your older brother. However, recent research has revealed what Gen Z really wants and what they find most important in life.

So that the reader can situate himself: when we talk about Generation Z (or Gen Z), we are talking about those born between 1997 and 2012. Millennials were born between 1981 and 1996; Generation X, between 1965 and 1981; the Boomers came into the world between 1946 and 1964; and the Silent Generation, between 1925 and 1945.

How does Generation Z live?

Today, according to a publication by The Guardian, Gen Z make up almost a third of the world's population. And many of them are expected to turn 21 in 2023 – the age that begins to cast them as real “adults”.

Still according to the publication, it is estimated that this age group, globally, has a purchasing power that revolves around US$ 100 billion. Furthermore, calculations point out that they will be 27% of

job market by 2025 and should take over the world economy of Millennials soon.

Now that they are grown up, the question remains: what do they want from life and what do they think is most important? Let's find out!

Power? Pleasure? Money? What do young people want?

All that and more, according to a survey of more than 36,000 people in 30 countries. The analysis was commissioned by the strategic communications firm BCW – the results of which were published by The Guardian.

Generation Z is the one that most wants to have achievements and be recognized for them. Around 44% of respondents in this age group consider this to be paramount, compared to 37% of millennials, 23% of Gen X, 13% of Boomers and 14% of the Silent Generation.

In addition, 43% of the youngest believe that it is important to do things that give them pleasure and also seek to have fun whenever they have the chance. A large part of Millennials (38%) also think so and only 27% of Gen X agree.

When we talk about money, the percentage drops a little, but it is still expressive – representing about a third of respondents in this age group. For 32% of Gen Z, it is important to be rich. This question is important to 26% of Millennials and 16% of Gen Xers.

Things change a bit when we talk about having an exciting lifestyle. About the same percentage of Gen Z believe this is important. However, 32% of Millennials highlight it and 20% of Generation X respondents.

Conclusion

BCW Chief Strategy Officer Lisa Story believes the results reinforce a trend that has been sweeping across the world with the advent of social networks: these people are not shy about saying that they like – and want to have – power and money.

According to her, previous generations have a certain “taboo” in saying that they are in search of money, conquests and hedonism. And all this in a digital environment where almost everything is public and shamelessly exposed.

“I think that probably creates an environment where those values ​​are much more at stake than they would be without this technology and this platform,” he explained.

In addition, there is the suggestion that younger people are more willing to take more pleasure in life as a way to compensate for what did not happen to their parents. Or maybe because previous generations have a different understanding of what it is to have fun and pleasure.

Graduated in Social Communication at the Federal University of Goiás. Passionate about digital media, pop culture, technology, politics and psychoanalysis.