Gen Z Confessions: Teens Tell All

GenZ Confessions: TeensTellAll

Breaking Down the Nuances Between Gen Z Teens and Young Adults

“GenZisnotmonolithic.Thebrandsthatmessupthe mostarethebrandsthatbelieveGenZisjust‘onething’.”

-Truman, 25

Gen Z spans from 11 to 26 years old, those born between 1997 and 2012. If you're reading this, chances are you’re WAY past the 11-year mark (sorry for the reminder), and let's face it – an 11-year-old and a 26-year-old are worlds apart. Yet, generations often get bundled under one category, leading to generalizations that assume people across big age ranges share the same qualities, interests, and habits. But how alike are we really? We surveyed our teen Koi Ponders* (ages 13-17) to get some answers.

*Founded by NinetyEight, the Koi Pond houses 670 Gen Zs across 39 U.S States and 27 Countries.

100.0%

80.0%

600%

40.0%

20.0%

00%

listentomusic scrollingthroughsocialshangingoutw/friendswatchingmovies/shows

reading drawing/paintinggoingoutsideplayingvideogamesplayingsports

TeenageAngst:BackThen&Now

Please rank what you consider to be most to least important to you in your life right now:

1.Doing well in school

2.Friends/making friends

3.Having a job/ making money

4.My relationship with my family

5.Just having fun and living life

6.Extracurricular activities

7.Dating / my significant other

8.Sports / staying active

If there’s one thing Gen Z craves, it's escaping to another world through our headphones. From our hot girl walks to the last-minute all-nighter for an upcoming exam, one thing you can count on is that when the headphones are on, it’s game over.

Beyond music and going to school, Gen Z teens spend most of their time scrolling through socials, hanging out with friends, watching shows/movies, and reading. It’s no surprise, with the state of the world, that Gen Z is particularly inclined to engage in hobbies that help them escape.

What do you like to do in your free time?

Please rank what you consider to be most to least important to you in your life in the next 5 years:

TeenageAngst:BackThen&Now

Going to college

1. Having any job/ making money

2. Finding a career

3. Friends / making friends

4. My relationship with my family

5. Just having fun and living life

6. Dating/ my significant other

7. Extracurricular activities

9.

8. Sports / staying active

While on TikTok it might seem that most Gen Z teens are in our spending-toomuch-money-at-Sephora era or our party girl era. However, our Koi Pond survey showed us a side of teenage Gen Zs that highly prioritized their school work, future careers, and relationships with their friends and family. Minus the dancing videos to every new Ariana Grande or Doja Cat song, Gen Z teens are not unlike any other teen group whose hopes and ambitions center around success in school and a future career.

TheMentalHealthIsn’tMentalHealthing

Please rank what you excel at most often, to least often:

Please rank what you struggle with most often, to least often:

school/grades

relationshipswithmyfriends

relationshipswithmyfamily

socialmedia

extracurricularactivities

romanticrelationships

stayingactive/exercise

world/politicalissues

mentalhealth

mentalhealth

school/grades

relationshipswithmyfamily

stayingactive/exercise

relationshipswithmyfriends

romanticrelationships

world/politicalissues

socialmedia

extracurricularactivities

There’s nothing more humbling than looking back at your high school photos and realizing the fit wasn’t giving the way you thought it was. While pics serve as a reminder of past mistakes, it’s easy to forget what we went through as teens. Here’s an inside look into the current mind of a Gen Z teenager:

DIYHealing

One thing that Gen Z young adults and teens have in common: we’re all going through it. Whether it be from the pressure of academic expectations, navigating relationships with friends, or dealing with chaotic family dynamics, Gen Z teens’ mental health is ranked as their top struggle in their current life stage.

Even though we’ve recently made large strides as a society to destigmatize mental health struggles and increase awareness about resources, we’re still figuring out how to actually heal. The reality is, therapy often comes with a crazy price tag, making it a luxury many families can't afford. For the majority of teens, there's no easy solution; they find themselves navigating the complexities of mental health on their own.

“People assume Gen Z wants mental problems. Just because nobody talked about it in the 80's doesn’t mean it wasnt there.”

GenZ’sEvolvingPoliticalCompass

Gen Z teens care about politics as if their life depends on it... because it does.

What world/political issues do you care about?

feminism/women'srights

environmentalism

LGBTQIA+rights

guncontrol

poverty/homelessness

thewaronUkraine

Israel-Palestine socioeconomicdisparity bodilyautonomy other

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%

Over half of teen respondents claim gun control is an issue they care about. We are two months into 2024, and there has been 12 school shootings in the U.S. We’ll let you guess what’s going on.

Discussions about women’s rights increased significantly in 2022 with the U.S. overturning Roe vs. Wade, so it’s no surprise that feminism is ranked the highest on this list.

Popular media, like the Barbie movie, has also played an important role in spreading the conversation surrounding the experience of womanhood.

Environmentalism being ranked second highest? Yeah, experiencing first-hand the effects of global warming and being constantly reminded earth will be unlivable for your future grandkids will do that to ya .

Receipts,Proof,Timeline,Screenshots

How much do you care about the issues you selected?

average: 8.2

Gen Z recognizes that caring only goes so far. Ultimately, they feel like their actions have limited impact on broader world / political issues. When it comes to actively engaging in global or political matters, Gen Z teens feel less confident or effective.

This presents a great opportunity for brands to provide direct avenues for Gen Z to make an impact. And before you even think about it– just claiming your products are environmentally friendly doesn't cut it anymore unless you've got the receipts to prove it. We need tangible ways for Gen Z to directly influence the issues they care about.

Sure, solving global issues like climate change might be a bit ambitious, but there's real power in focusing on local communities. Where are your products sourced? How are you impacting the lives of the people in those communities?

Don’t ask for donations and go MIA. Show us the end result. Make Gen Z feel like they're an important part of something bigger, from start to finish. Gen Z teens care significantly about social issues, yet “world/political issues” was ranked amongst the things they least excel at next to managing their mental health (see page #5).

Instagram'sChokeholdOn...LiterallyEveryone(EvenTeens)

What’s your favorite social media app?

In middle school, maybe 7 years ago (that’s actually horrifying to think about as a 20-yearold), my friends and I would bother our parents to drop us off at school early enough for us to log into our group’s Instagram and post photos. Kik had just risen in popularity and Snapchat was quickly becoming the way to communicate. But times have changed and so have the teenagers of today. Sort of.

Even though TikTok might seem like it reigns supreme amongst Gen Zs, you’d be surprised to know that our old bestie, Instagram, is still holding on strong. Ranking in at #3 and getting beaten out of gold and silver by Instagram and Youtube, TikTok hasn’t completely won the hearts of teenage Gen Zs. Even with its perks, the lack of accessibility to friends has made it lose points against the DMs and stories of Instagram. Instagram’s landslide win against YouTube has made it evident that the pop culture, memes, and accessibility to friends and family found on Instagram are here to stay.

Instagram YouTube

TikTok Discord Facebook Snapchat Twitter/X

InfluencersOnTheDownfall?

[Gen Zs] separate their fondness for celebrities from their engagement with influencers.

In 2020, with the world on lockdown, Charli D'amelio, a teenager at the time took the internet by storm with short dancing videos on TikTok. This launched a plethora of teenagers to jump at the opportunity of blowing up on TikTok with videos that ranged from the Renegade dance to whipped coffee.

Despite the time we spent following the lives of random people we casually stumbled upon on our FYP, in the most recent KP survey, we were shocked to see that influencers fall last on the list of things Gen Z engages with on social media.

Gen Z, other than looking for entertainment online - memes, short funny videos that remind them of Vine, or storytimes about cheating ex-boyfriendsalso seemingly separate their fondness for celebrities from their engagement with influencers. Whether you’re still a One Direction fan keeping up with Harry Styles and hoping for a reunion (don’t lose hope!) or you just like to know the latest about which A-list actor is dating which nepo baby, celebrities and pop culture still rank at the top of what Gen Z looks for on social media.

Pleaserankwhatyouengagewithonsocialmediafrommost engagedwithtoleastengagedwith.

1Entertainment/popculture .

2Educational .

3Memes .

4Friends/Family .

5News .

6Influencers .

The‘GenZ’Label:YayOrNay?

Do you consider yourself a Gen Z? Do you feel like your values, interests, and beliefs align with what is generally considered to be GenZ?Whyorwhynot?

Despite being some of the youngest members of society, Gen Z has collective ideas about what it means to be part of their generation, whether they’re teenagers or young adults.

First and foremost, pride. In the same way that Millennials and Gen X think their generation is the best (haha), Gen Z believes they produce the most top-tier humor and entertainment - with quite a wide range from genuinely dumb six-second clips to jokes about the inevitable demise of the world.

Gen Z also holds themselves in high esteem about their openmindedness and acceptance of mental health.

“I feel like people that are gen z are breaking the stigma for mental issues more than ever”

“It’s a large community of peers that share my thoughts on some of the same issues, topics, and opinions...”

The‘GenZ’Label:YayOrNay?

“I like to believe that my generation upholds values of self-expression, acceptance, and diversity, which are all things I align with. I would also consider my humor pretty gen z aligned.”

“I think my political and general beliefs align with what people perceive as the “gen z perspective”. I’d like to believe I’m a very progressive and open person!”

Being shielded from the messed up parts of the world was never an option for Gen Z.

Seeing what your parents and grandparents have gone through and how it has affected the succeeding generations has propelled Gen Z to accept differences with open arms, ultimately speaking to their resilience, adaptability, and persistence.

As these qualities seep through and align with all the members of Gen Z, their values and openness create spaces around the world where tight-knit communities are formed.

Nearly every single respondent said the number one misconception about Gen Z is that we’re lazy.

Let’s unpack this:

We’re simply not. I’d go into further detail but honestly, it feels like too much work.

Workin’Smarter,NotHarder

Gen Zs, whether teens or young adults, are collectively slapped with the "lazy" label. But why?

Truth is, young adults aren’t super ecstatic about selling their souls away for a salary that can’t even provide the ability for Gen Z to survive on their own. And for teens, the promise of a golden life post-college often results in the reality of debt and a lifetime tied to work.

Gen Z questions the norm. We voice our discontent about an economy that has made milestones like buying a car, owning a home, and living without the constant worry of money on your mind, impossible. We challenge corporations that treat us like sh*t. We refuse to accept a life where our hobbies and mental health take a backseat for 40 years.

People say Gen Z complains about everything and tries to cut corners. Let’s just take a moment to acknowledge that the world we’re stepping into as adults is vastly different than it was just 20 years ago. So yes, we’re going to complain bc it sucks. Second, this is what we hear on our end, “I HAD TO WORK 40 YEARS OF MY LIFE WITH NO TIME FOR MY HOBBIES, MENTAL HEALTH, AND FAMILY SO YOU SHOULD TOO”. Sorry but it’s just not the life we want.

Do you think there are any misconceptions about Gen Z?

“The main one would be that we are dumb/useless with short attention spans.”

“That all of us are lazy, all of us are too focused on social media”

“That everyone wants mental problems. just because nobody talked about it in the 80's doesn’t mean it wasnt there”

“That we don’t work hard and are not determined to do good.”

“We have too many health issues, take mental health too seriously, don’t want to work, lazy, immature”

WeJustWannaBeUnderstood(//_-)

How do you think other generations view Gen Z?

Average: 3.9

Why do you think they view Gen Z this way?

“They don't understand how we do things they're used to tradition and we're not.”

“They always love to tell us our wrongs instead of helping us build a better generation and they act like all crisis are our fault now that we’re starting to enter the work force.”

“Because they are so quick to judge us based on what the media says instead of taking time to see how different times are from when they were our age and why we act the way we act.”

“Differing political and social beliefs, and the fact that many generations look down on change that happens after them regardless of which particular generation.”

Repeat. After. Me.

Gen Z wants a healthy work-life balance. “GenZdoesn’twanttowork.”

Gen Z challenges outdated systems that are costing us our happiness.

“GenZcomplainsabouteverything.” “GenZislazy.”

Gen Z has leveraged innovation to streamline tasks and navigate our world in a smarter, more effective way.

GenZxBrands...It’sComplicated

How do you think brands view Gen Z?

Average:7.8

With an average rating of 7.8, Gen Z teens feel like brands view us a bit more positively.

But just because brands like us and we know they like us, doesn't automatically mean the feelings are reciprocated.

The statements reveal that Gen Z is hyper-aware that the brand perception of Gen Z is purely a calculated money-making capitalistic scheme. This awareness works against brands, as Gen Z tends to approach every brand interaction with the assumption that their primary goal is to take our money.

Why do you think they view Gen Z this way?

“Weareeasytomarket to/influence”

“Weareprettybigfollowersso ifabrandcangetthereproduct popular,lotsofuswillcome running”

“Theyrealizethatit’sgonnabetheir newmarket” “We’reamarketableaudienceandthereare alotofinfluencersinouragegroup”

So how can brands make the feelings mutual? The same way you win anyone over. No better way to rizz us up than to show genuine interest in us beyond what we can provide for them (if you’re a brand reading this rn then you’re doing something right).

BrandsWe<3

With an average 3.8 rating on their sentiments towards ads it’s clear that Gen Z teens aren’t any different than the rest of the world, they don’t like ads but you already knew that.

Gen Z teens’ favorite brands:

1. Stanley

Lululemon

2. RareBeauty

3. Duolingo

4. Nike

5. VS

Gen Z young adults’ favorite brands:

AndTheseMightWantToGiveUsACall

How about brands that are NOT doing well with Gen Z right now?

1. Arby’s

Facebook

2. Twitter/X

3. McDonald’s

4. Walmart

5. Aeropostale

7.

6. “The ones I don’t remember the namesof”

What do you think brands need to do to better align with our generation?

“Not try too hard to "fit in" with the generation”

“Support more charities and work harder to be climate friendly”

“Better advertising, get funnier (they’re all so serious).”

“Treat their workers better”

“Hire younger employees who understand our generation better.”

“think of our budgets”

“Observe the habits of Gen Z and keep an eye out for trends that blow up in each community where there's Gen Z included. The more it's relatable, the more it's cool/unique, then the more Gen Z will follow.”

There’s lots of mixed feelings about ads but the bottom line is brands need to CHILL. Gen Z loves to see brands doing things that are unexpected. If you can make us laugh, that’s an automatic dub.

TheBrandsWhoGetIt

Showing that “you care about Gen Z” should be integrated every step of the process-from your team, to product ideation and marketing across different channels.

Here are some of our fav brands that have been a HIT with Gen Z:

Innovative design for the girlies? ATE

They’re just THAT girl.

The plotting, scheming, and execution = *chef’s kiss*

P.S. - Don’t be a stickler on your social media. It’s not supposed to be a perfect aesthetic, curated feed. It’s fine to go off those brand guidelines and just be silly.

Crocs Rhode Phone Case

Ryanair TikTok

CeraVe x Michael Cera

An everyday shoe made cunty

GetOnYourZoom

While both Gen Z teens and young adults share values in education, mental health, and political awareness, our immediate priorities and future goals are different. Teens are focused on excelling in school, navigating family relationships, and engaging in political issues directly relevant to their lives. On the other hand, young adults prioritize career-building, navigating romantic relationships, and addressing broader world and political issues.

One thing’s for sure: Gen Z is real af. We're not thrilled about the current state of the world, and we're not shy about letting that be known. We're navigating our mental health and we're not pretending otherwise. So, if you're looking to connect with Gen Z, your brand better be just as real.

We can spot when you're genuinely putting in the effort. We're down to care, but only for the brands that care too – you don't have to be perfect, just be intentional. If you want to resonate with Gen Z, take a moment to understand our priorities, our struggles, our needs, and even our sense of humor. Being intentional about connecting with Gen Z will take you a LONG way.