• by Ramaa Mosley , July 2, 2025

Every generation reshapes the world in its image. But what happens when the generation expected to burn down the house ends up rebuilding it -- brick-by-brick, with familiar blueprints?

A recent study surveyed some 1,200 Gen Z-ers across the U.S. -- and a smaller comparison groups of boomers, Gen X and millennials -- to find out what the American dream meant to today’s young people. 

The result? A redefinition that’s less about reinvention and more about restoration. This generation isn’t rejecting the dream. They’re reclaiming it.

Not the Dream Researchers Were Expecting

The loudest narratives about Gen Z tend to focus on extremes: digital maximalists, anti-capitalists, crypto kids and chaos agents. But behind the noise is a quieter, more consistent truth.

The majority of Gen Z respondents (83%) said they valued monogamy; 65% prioritize homeownership, more so than millennials do by 20-plus points. And a majority of Gen Z want or already have children.

The suburban sprawl, once symbolic of Boomer aspirations, is making a comeback with Gen Z: 32% find it appealing—second only to boomers themselves.

A Generation Grounded in Reality

This isn’t nostalgia, it's a necessity. Gen Z grew up during a recession, came of age during a pandemic, and watched the world fracture in real time on their phones. They’re deeply aware of the volatility around them and in response, they’re choosing stability, practicality, and meaning.

Their career goals reflect this, too. Only 3% want to be influencers. Instead, they’re pursuing healthcare, creative industries, and entrepreneurship—fields where they can have impact, autonomy and a measure of security.

They’ve seen what hustle culture and hype cycles offer. They’re after something more sustainable.

What This Means for Brands

All too often, brands talk to Gen Z like they’re all the same: coastal, hyper-online, ironic, progressive. But the data tells a different story, one of nuance, tradition and quiet ambition.

Gen Z is asking: How do I build a life?

Marketers should be ready with real answers: How to buy a home. How to save money. How to find joy in structure—not just disruption.

The brands that succeed with Gen Z won’t just be cool. They’ll be useful, clear and grounded. They’ll treat adulthood not as a punchline, but as a journey—one Gen Z is serious about walking.