Being "young is associated with all the good things in life - beauty, hope, and energy. But youth also has negative associations - impulsiveness, trouble -making, and irresponsibility. This negative side seems to be what society focuses on more, which is why young people have mostly been considered as idle and difficult.
But when it comes to Generation Z - those born between 1996 and 2010 - this stereotype doesn't seem to apply anymore.
In Japan, for example, Gen Z-ers are less likely to buy on impulse, but take into consideration more a product's true value. They're looking at the companies, not just the products, "Masahiko Uotani, CEO of Japanese cosmetics company Shiseido, told Bloomberg. They're asking, 'Are they really delivering value to the society? Are they promoting diversity and inclusion?"
Gen Z-ers are also more grounded than we've expected them to be. According to a recent survey by Bank of America, more than half of young adults aged between 18 and 23 said they were planning to buy a house within five years. And they're not just saying it - they are willing to make sacrifices for it, including getting a second job and saving money for down payment instead of spending it on a vacation.
"Despite their young age, this group is pragmatic and actively planning for their future," D.Steve Boland, head of Consumer Lending at Bank of America, told USA Today. "They have a clear vision how they are willing to help themselves in order to make it happen."
Social issues are also at the center of concern of Gen Z-ers, who take themselves as a changing force of the world. In India, for example, young people who have just reached the voting age are eager to vote for a new leader who is capable of solving problems that matter the most to them, including pollution, unemployment and women's safety.
As a Gen-Zer yourself, what is your plan for the future?
