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Generation Z, or the people born between 1995 and 2010, are rethinking their lifestyle, their way of consuming, and are already influencing the way tomorrow’s society will be conceived. Their biggest asset? Digital technology and social networks. Passion Media explains the subject in more detail.
Generation Z defines itself on social networks
Focus on generation Z, those who were born between 1995 and 2010. They are also called millenials. Widely scrutinized by older generations, they are already revolutionizing the way we use and live our daily lives in many ways. More engaged, more connected, this generation has a growing place in the public sphere and is now shaping the society of tomorrow.
They juggle with all the tools at their disposal and naturally mix consumer and digital practices. More than 99% of today’s teenagers use social networks on a daily basis. They are generally present on more than 3.9 networks (Facebook, YouTube, Instagram, Snapchat and TikTok – IFOP 2021 study) and spend an average of 5 hours a day on them. What do they do there? Entertainment, exchange, content creation… They forge their identity, create their values, weave their networks. Group identity is a very powerful element, as is the community aspect. They talk freely about their likes and dislikes, and easily highlight the brands, products, or practices they use on a daily basis. They are aware of traditional marketing and increasingly claim a desire for transparency, truthfulness and proximity.
Food, a favorite theme
Food is a subject loved by all, and generation Z is not left out. In fact, it is one of the most talked about themes, and lockdown has accentuated this trend. Publications on the theme of “eating well” have increased by more than 30% (Médiamétrie 2020 study). So how does this generation approach the subject of food? They share their recipes, develop their knowledge and skills, talk about their experiences, test culinary tips, discover new tools and new ways of cooking. They are also more and more committed to good food but also to the planet, and it shows in their plates (vegetarian, vegan, healthy food, local products, etc…). A survey shared by FranceAgriMer in 2018 revealed that 11% of respondents aged 18 to 34 considered themselves vegetarians, vegans or vegans, compared to 5.6% in the rest of the population. That’s more than twice as many! Moreover, they are not afraid to try and promote new flavors (chia seeds, konjac, food supplements …).
Here is an overview of an influencer who shares her recipes every day, tips but also culinary failures, in an ultra spontaneous format to her community of more than 350 000 people.
Alix Grousset, who manages no less than 5 different Instagram accounts with quite a few themes around food, like her dedicated account foodalix (36K) or her main account alix.grousset.
An active engagement at all levels
Generation Z is also developing a sense of self-efficacy, which gains even more legitimacy as they visibly apply the advice they share on a daily basis. They question their community, don’t hesitate to address personalities directly, and question brands. They deconstruct the information, analyze it, reformulate it, and soak it up. They revisit their lifestyles, and embody them in their daily lives in such a way that they encourage the people around them to do the same. They take their role as consumers very seriously and become full-fledged citizens. They take action, get involved, challenge. They are ready to change things, and to push older generations to do the same.
We think for example of several people including Camille Etienne, one of the most visible influencers on social networks recently in France. She doesn’t hesitate to question senators, exchange directly with elected officials, join very activist movements, support associations, multiply actions to raise awareness and educate and above all… act every second.
In short, Generation Z is well aware of the issues at stake and embodies this fight on a daily basis. Social networks, media, diversification of contents… They use each tool to embody this fight on a daily basis, and they do it wonderfully. This generation is ambitious. It intends to change the course of things and build a more virtuous world.
