Young people between the ages of 15 and 25 are among the prime targets for brands. But who are they really, and what do they aspire to? In a recent report, the Ipsos polling institute drew a portrait of the ambivalent Generation Z.
Young people between the ages of 15 and 25 are among the prime targets for brands. But who are they really, and what do they aspire to? In a recent report, the Ipsos polling institute drew a portrait of this ambivalent generation. “Only 41% of 12-28 year-olds identify with what Generation Z stands for. This figure rises to 58% in Great Britain, but falls to 15% in China and 6% in India. These figures call on us to be cautious when it comes to generational analysis, and to take geography into account to avoid excessive generalizations,” comments Romain Napierala, Associate Director of the Ipsos Strategy3, Trends and Foresight division.
Anxiety and stress
While all young people aged 15 to 25 are different, there are certain common denominators that bring them together. This demographic group reports feelings of stress or loneliness. (56% in France, 60% in China, 62% in Brazil). “Whatever the country, Gen Z presents anxiety scores that are homogeneous and higher than those of other generations,” says the expert.
In his opinion, the health crisis (and its various confinements), overexposure to social networks and the hostility of contemporary society are all factors that can explain this phenomenon.
When it …
