Search results

Generation Z continues to face several significant life events that have influenced how they address financial-related problems and manage their money. In addition to worrying about their incomes, access to affordable healthcare and higher education as well as poverty is perceived as the main financial-related issues of concern. COVID-19 might also have strengthened the financial-related awareness of Generation Z, as half of the Global Gen Z Study participants changed spending habits during the pandemic.

Generation Z is already an influential global cohort with strong stances about social, economic, and climate justice. According to the Global Gen Z Survey, worries about racism, sexism, limitations on personal freedom and homophobia are the top social justice concerns while education, poverty, access to health care, access to viable and affordable housing, and cost of higher education top the list of economic justice concerns. Added to the list of concerns is climate change, including its intragenerational and intergenerational impacts, and in the words of one participant, “none of the rest… matter if we don't have a planet to live on.”

The pursuit of happiness as a fundamental human goal is an ancient and widely discussed concept. Recent studies have noted that Gen Zers experience higher levels of stress than previous generations. At the same time, findings of the global study show that while Gen Zers are not overly optimistic, they are realistic, somewhat flexible and adaptable to situations, socially connected, and engaged and committed to making a difference in the world. While these qualities may at least partly mitigate stress levels and contribute to Gen Z's happiness, resilience should be cultivated in Gen Z.

Purpose: This study analyses the mediating effect of parasocial interaction (PSI) in the link between hedonic motivation and impulsive buying intention (IBI) in fashion vlogging about sustainable cosmetics.

Need for the Study: Due to the mass popularity of YouTube, vlogging has led to an augmented level of PSI of vloggers with consumers, which strongly impacts a consumer’s behavioural consequences and persuades consumers to indulge in impulsive buying. Thus, marketers need to comprehend the changing behavioural patterns, including sustainable products, as this new communication medium serves the future of promotion and advertising.

Methodology: Online questionnaires were administered to 349 Gen Z female fashion vlog followers. Structural equation modelling and Hayes Process macros were employed to test the model relationships.

Findings: Results indicate that PI with the fashion vlogger partially mediates between hedonic motivation and impulse buying intention for sustainable cosmetic products. Fashion consciousness (FC) was also established as a significant moderator between all the model relationships.

Practical Implications: The findings of the study would be helpful for fashion brands in the content development of visual marketing communications, which would tap the female Gen Z consumer. Improving the PSI between the follower and the fashion vlogger can be easily enhanced by delivering the right content through the vlogger’s videos.

With reduced income and job prospects, many young people are challenged by economic insecurity and struggling to meet their basic needs. In addition, financial stress during the pandemic disrupted many industries, leading to the closure of businesses and downsizing of the workforce. As a result, many Gen Z workers entered their careers during a time in which it was challenging to secure jobs in their desired fields. Despite the circumstances, Gen Zers have clear values related to their professional lives. These include workplace flexibility, financial security, mental well-being, and meaningful work.

Many in Generation Z are concerned about health, nutrition, and lifestyle. They are sensitive to the social determinants of health, represented through concerns about access to health care, viable and affordable housing, poverty, and unemployment. They are also concerned about food choices, their environmental footprint, and the way food is produced. There is similarly high awareness about the importance of nutrition for health. Despite engaging in physical exercise, Generation Z is also exposed to the risks associated with obesity and sedentary lifestyle.

This chapter offers information about the formation of the peer personality of generations, with a specific focus on the global peer personality of Generation Z as found in the Global Gen Z Study. An explanation of the study's data collection procedures, including existing validated scales used within the survey, and data analysis methods, including the use of regionally disaggregated groups from the World Values Survey (World Values Survey Association, 2022), is discussed.

Having good relationships with friends and a trusting romantic partnership are extremely important for members of Generation Z. In social relationships with other young people, they experience solidarity and support with problems and crises, and learn to stand by others. Young people are therefore intensely concerned with how to enter into relationships and their expectations of them. Overwhelmingly, what they are looking for in friendships is similar across cultures – a set of shared values and similar hobbies. For romantic relationships, though, shared values and close proximity are key.

This chapter provides an overview of the factors influencing interpersonal dynamics in contemporary culture, including high levels of volatility, uncertainty, complexity, and ambiguity (VUCA), new technologies, growing competition for resources, highly diverse societies, and changing needs of professions and their likely effect on Generation Z's perspectives on interpersonal dynamics. Gen Zers prefer to do a task than lead it; like to work in groups; and are motivated by relational indicators. Overall, this is a generation that wants to come together to find solutions to epic challenges.

Like every generation before them, Gen Zers possess a specific set of attributes. For example, they identify as loyal, thoughtful, compassionate, and responsible. They share their sense of ingenuity and resourcefulness with their Gen X parental generation and embrace diversity and inclusion like their older millennial counterparts. And, they connect with their baby boomer grandparents with their shared sense of responsibility. Generation Z is motivated by achievement and making a difference. Although some believe others will let them down, the majority are optimistic about their futures and believe good things will happen for them.