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A new study reveals that the majority of Gen Z embrace and support the ideals of identity self-determination and expression in everyday life, particularly when it comes to gender and sexuality.
Titled “Passing the Gender Equality Vibe Check with Gen Z: from Truth to Trust,” the study provided a comprehensive study on the relationship between Gen Z’s views and media consumption.
The study was sponsored by SeeHer, a global movement working to eliminate gender bias in advertising and media, and conducted by Horowitz Research, a provider of consumer market research specialising in consumers and their relationships to media, content, and technology.
To better understand Gen Z views on identity, gender, gender roles, and sexual orientation, SeeHer and Horowitz conducted various qualitative and quantitative research methods on 15 to-24-year-old participants.
The resulting data provides insights, data and shares actionable recommendations for brands to understand and appeal to Gen Z.
50% of Gen Z surveyed believe gender is non-binary. 64% believe sexuality is fluid and changeable. Nearly 40% said labels used to define a person should be chosen by the individual, not society.
Over 50% of Gen Z feel gender does not define roles and both men and women can do anything from wearing makeup to doing manual labour or having a career in the sciences and engineering.
Further, over half of Gen Z would like to see women in ads and content portrayed as being engaged in personal growth and 45% would like to see women portrayed as being in charge of their destiny.
Media’s role in their views
43% said media content helped drive their acceptance of others’ gender identities and sexualities. 34% said media drove them to become advocates for gender and sexuality rights. 62% mentioned TV shows, 60% said celebrities and influencers, and 54% said digital media content have influenced what they think about gender and sexuality.
In addition, female-identifying Gen Z are twice more likely than male-identifying Gen Z to say media has influenced them not to conform to traditional gender roles.
Brands commitment to allyship
Nearly 50% of the respondents claimed that they are more inclined to patronise a business committed to diversity and inclusion. However, expressions of commitment to gender and inclusivity are not going to move the needle with this group. Close to half, or 46% said that to trust a brand, it’s not enough to claim support, but to show action.
The study provides a framework for marketers and content creators to “pass the gender equality vibe check with Gen Z” by providing strategies for rethinking traditional labels and targeting and how to be more intentional about how gender roles and sexual identities are depicted.
“This is the time for advertising to join the conversation on inclusion and identity fluidity that Gen Z is having,” said Adriana Waterston, Chief Revenue Officer, Insights and Strategy Lead for Horowitz Research.
“The research arms brands with the insights they need to take an introspective look at their company’s positions on these issues. Brands will need to think about how they will stay relevant in the context of a seismic shift in thinking about gender,” Waterston said.
“Across all generations, Gen Z is the foremost champion of women’s equality,” added Christine Guilfoyle, who leads both SeeHer and the Association of National Advertisers (ANA).
“We conducted this study to help marketers and media authentically connect with Gen Z consumers, as understanding this generation is a critical business imperative for today and tomorrow,” Guilfoyle said.
