What Causes Are Gen Z Passionate About?

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Suppose you’ve been conducting or listening to any youth market research about Gen Z. In that case, you know that this generation is immensely passionate and conscientious.

Their lives have always been overshadowed by the climate crisis. However, in recent years, social issues have come to the forefront more and more to demand them to take action. Gen Z is socially conscientious and cares about changing the world for the better. So it’s no surprise that many of them are involved in activism to be the agents of change.

When it comes to marketing, understanding what moves their generation is vital.

Gen Z prefers to interact with brands that share their values and contribute positively to the causes they care about. Mind you, they will know at once if a brand is only paying lip service to a cause. But if you are willing to get involved and make a change, picking a cause to fight for could be a decisive advantage for your marketing strategy.

Here are some of the causes Gen Z is the most passionate about.

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Higher Education Gen Z cares about education. This issue is fundamental to their age group right now, as much of the youth is still in school or university or making decisions about their higher education.

According to Pew Research Center, Gen Z is the least likely to drop out of school.

Instead, they are most likely to attend university.

Their generation also faces high tuition fees, making access to education difficult for many. For 16% of millennials and Gen Z, the cost of education is the primary concern, and 21% of Gen Z is anxious about that fact.

Racial Equality In 2020, we saw BLM on every social media feed. Racial equality is a vital issue for Gen Z, one of the most diverse generations yet. Nearly half of these youth represent communities of colour, so, unsurprisingly, they are more inclusive and more aware of racism than any generation before them.

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Healthcare Access to free healthcare is a significant issue in the US. But even in the UK, Brexit and government mistrust have led Gen Z to fear the privatisation of the NHS. Nevertheless, health insurance is a top job requirement for 70% of Gen Z. As such, global brands should ensure their popularity by taking the well-being of their employees seriously.

The Environment According to National Geographic, Gen Z is highly affected by the looming threat of climate change. Global warming was voted the top pressing issue amongst 41% of young respondents. In addition, 93% of Gen Z believes that brands should stand on environmental issues.

The savvy youth knows very well that personal responsibility will only help the planet so much. So they're willing to support brands that focus on sustainability and take active steps to help the planet recover. In fact, 62% of Gen Z would prefer to buy from sustainable brands, which is nearly three times as high as the preference in baby boomers.

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Do You Care About the Same Causes? Learn How to Make a Real Impact Gen Z doesn’t take kindly to brands that stay silent on issues they care about. They will side with those that fight for the disadvantaged and take steps towards improving the world. Suppose you want to be a brand that wins their favour. In that case, it’s essential to stand up to injustice and think about making your brand more sustainable and ethical.

If you want to know precisely what Gen Z thinks you should do, you could benefit from a more thorough look at Youth Market Research. Our Insights platform allows us to keep in touch with a thriving network of U30 consumers. As a result, we know what causes Gen Z cares about and what they admire in brands that do the same.

Get in touch today to learn how to help you refine your youth marketing strategy.

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