The cohort differs from preceding Millennials is its 'aspirational unapologetic-ness,' said Juv Consulting founder Ziad Ahmed.
Ahmed posited that while Gen Z is maturing, it’s also solidifying — and challenging — its generational values. “So many of us coming out of the pandemic are challenging and interrogating our identities, asking ourselves how we identify and how we want to portray ourselves in the world,” he said. “So many of us are thinking of ourselves as a brand.”
As Ahmed put it, a disconnect between businesses and consumers has also led to a strained relationship between the two parties. “As business leaders and marketers, we’ve told young people that they can be perfect if they buy the right products and if they do the right things, they can have it all. We’re grappling with a mental health crisis because of so much content and comparison of ourselves to others,” he said.
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