Study Explores Gen Z's Embrace Of Multiple Identities
- by Steve McClellan @mp_mcclellan, June 4, 2024
A new study about Gen Z social dynamics was released today that zeroes in on the cohort’s embrace of multiple identities beyond traditional identity markers.
The report also highlights Gen Z’s “penchant for satirical marketing,” and how they’ve expanded the concept of “third places” (social gathering spaces outside home and work).
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It also explores the significant influence that social currency has on their purchasing decisions. Social currency is how consumers measure the credibility of a brand based on its social media presence.
The study is a collaboration of the Acceleration Community of Companies and graduate students at the USC Annenberg School of Journalism and Communications collectively dubbed “the USC x ACC Think Tank.”
Top takeaways from the study, "Unveiling Gen Z: What They Want You to Know in Their Own Words," include that Gen Z is having an identity evolution that they call “zegos;” 78% of Gen Z belong to one or more communities specifically related to their interests, hobbies or extracurricular activities; 41% belong to two or more such groups and 18% belong to three or more.
According to the report, as they participate in these specially-focused communities, they tend to adopt layered identities and characteristics that change depending on the group. This “identity fluidity,” or “zegos,” represents “the unique intersection between digital spaces and the lived experience and enables Gen Z an immediate sense of belonging among different subcultures.”
In fact, 74% of respondents shared their desire for brands to cater to their identities in a way that makes them feel special.
The report finds that humor, specifically satire, plays a huge role in Gen Z’s engagement with online content. In many cases, brand marketing that was not meant to be funny is reinterpreted by fans who take what they perceive as funny to an overexaggerated level, creating an unintentional but powerful connection; 41% of respondents said they pay more attention to brands that use over-the-top humor in marketing and 35% say humorous marketing makes them like a brand more.
According to the report, it’s an ecosystem that represents the “seamless transition” that Gen Z is able to make between “in real life” and online communities. At the core of this ecosystem is Gen Z’s tendency to world-build around their passions, bridging the gap between the psychological benefits of a virtual community and the positive impact that comes from in-person connections.
Other findings from the report include:
Trends and social validation significantly influence the decision-making process; 52% of Gen Z was motivated to purchase something because it was validated by either a peer, influencer or online community.
54% believe social media is more about finding and engaging with communities and/or content tailored to their specific interests versus connecting with friends or sharing their lives online.
Surprisingly, Facebook is the social media platform where Gen Z feels like their ‘true self’ (31%), followed by TikTok (11%) and X (11%).
Gen Z increasingly looks at the comment section as a critical forum for connection, offering a unique opportunity for brands; 43% of Gen Z is comfortable with brands commenting and reacting to Gen Z.
While millennials are known for driving the experiential economy, Gen Z is decidedly different – 58% of respondents said they would rather buy an item they’ve had their eye on vs go on a trip.
65% agree staying on top of popular trends has become more difficult in recent years.
45% agree missing out on a popular trend has social consequences.
