Gen Z Attitudes, Behaviors, Beliefs

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Gen Z Attitudes, Behaviors, Beliefs

Recent research on Gen Z attitudes, behaviors, and beliefs was collected from the following sources: Business Insider, the Workforce Institute at Kronos, Vision Critical, Pacific Standard, Fortune, and ACI Universal Payments.


  • Business Insider carried out a survey of 18 to 25 year olds and their attitudes towards social media through Streetbees. It involved 1,235 people in the UK, US, and India, with the results being published in an article on their website in March 2019.
  • According to Business Insider's research, Instagram is 36% of Gen Zs favorite social media platform. Facebook came in second, with 26% of respondents answering it was their favorite social media platform.
  • According to the article, some reasons that Gen Zs use Facebook less included the site being outdated, older individuals using it, annoying post or ads, and privacy.
  • Link to the article is here.


  • The think tank Workforce Institute at Kronos published a report on Gen Z attitudes towards work. They conducted a global survey, which included the United States, of 3,400 respondents from April 9 to 23 in 2019.
  • The report's findings cover three broad areas: Gen Zer's unpreparedness for the workforce, their workplace expectations, and the Gen Z work identity.
  • The report has several findings about the Gen Z work identity, including that Gen Zs want flexibility at work but also believe they're the hardest working generation. Gen Z members also prefer face-to-face interactions, with 39% preferring to communicate in person rather than using email or text. The report lists anxiety, lack of motivation, and low self-esteem as barriers to Gen Z success, with 40% of Gen Zs in the United States seeing anxiety as an obstacle to their success.
  • Feeling unprepared is a common attitude among Gen Zs, with education seen as an obstacle to success by 34% in the United States. According to the report, 26% of Gen Zs believe their education did not help them gain common workplace skills like networking and negotiating, among other skills.
  • Gen Zs look for leaders or managers that are supportive, trust them, and care about them, according to the report. Supportive managers also make 32% of Gen Zs work harder or stay longer at a company.
  • In terms of workplace expectations, 57% of Gen Zs expect promotions at least once a year and 21% would not tolerate outdated technology in the workplace. Other Gen Z workplace expectations outlined in the report include working on fulfilling projects, recognition and respect from coworkers or managers, competitive benefits, and having a good work-life balance.
  • Report link can be accessed here.


  • Vision Critical and MARU/VCR&C ran a study about Gen Z attitudes, behaviors, and values. Their findings were published in The Everything Guide to Generation Z and in an article on their website.
  • The article Vision Critical published in April 2019 lists twenty statistics and facts about Gen Z attitudes based off their research findings. The general areas the article covers about Gen Z are health, spending habits, technology, travel, and their general attitudes towards life.
  • In terms of general attitudes, 88% of Gen Z is optimistic about their personal future and 42% of Gen Z are happy.
  • Vision Critical reports that Gen Z recognize the limitations of technology, with only 30% believing that science and technology can solve the world's problems. Other Gen Z technology highlights include that 71% have a Netflix subscription and 69% think ads are disruptive.
  • The article states that money matters for Gen Zs when buying food and that they spend less than Millennials. Otherwise, aesthetic matters most when buying products for Gen Z, with fashionable design mattering to 67% of them. 74% of Gen Zs are very or somewhat trusting of financial institutions as well.
  • According to Vision Critical, Gen Z is most likely to turn to friends, family, or Google for health information. There is also a 13% decrease between Millennials and Gen Zs that consider the nutritional content of their food.
  • When it comes to travel, 86% of Gen Zs prefer to stay in hotels and 12% like using AirBnB. As well, only 38% of Gen Z employees think work-life balance is important.
  • Link to report is here, but you must request a copy with a valid business email.


  • Business Insider conducted a survey of 1,884 Americans ages 13 to 21 to understand which restaurant chains Gen Z frequently visits. The survey was run between January 11 to 14, and participants were asked what fast-food chains they bought drinks or food at in the last six months.
  • The Business Insider article with the results of their survey lists the top 19 restaurant chains Gen Zs frequent.
  • The top 10 restaurant chains that members of Gen Z frequent are: McDonald's, Taco Bell, Wendy's, Burger King, Starbucks, Chick-fil-A, Pizza Hut, Domino's, KFC, and IHOP. 62.79% of Gen Z respondents had visited McDonalds in the past six months.
  • The restaurants chains frequented in 11th to 19th place by Gen Z are: Dunkin' Donuts, Papa John's, Popeyes, Chipotle, Buffalo Wild Wings, Olive Garden, Applebee's, Panera, and Five Guys.
  • Link to article can be found here.


  • Pacific Standard published an article that included information on Gen Z's attitudes towards race in April 2019. The findings they discuss come from multiple surveys including the American National Election Study, The General Social Survey, the GenForward Survey, and multiple Pew Research reports.
  • According to the article, Gen Zs are more likely to have friends or partners of different races. Additionally, more than 3/4 of white Gen Zs approve of a family member marrying somebody of a different race or ethnicity.
  • The Pacific Standard article states that Gen Z members think that increasing diversity is good for society and that racial discrimination is responsible for African Americans not getting ahead. Gen Zs also believe that immigrants will benefit the United States.
  • Link to article can be found here.


  • ACI Worldwide published an article about Gen Z behaviors related to making payments. The data they collected comes from a consumer survey conducted by Aite Group and sponsored by ACI Worldwide and Visa.
  • The article focuses on two general areas related to how Gen Z makes payments: their payment habits and knowledge, and how to better serve Gen Z customers.
  • According to the article, 30% of Gen Z finds their bills confusing and 81% have contacted their company with bill or account related questions. 53% of Gen Zs paid a bill late in the last 12 months and 35% have forgotten to pay a bill in the past 12 months.
  • The article believes that Gen Z consumers pay late or have more questions about their bills because companies aren't supporting easier ways to pay. Less than 20% of companies format bills for mobile phones, which presents a problem for Gen Z.
  • The ACI Worldwide article includes information about some payment tools that Gen Z would use. 82% of Gen Zs would like a website to pay over time or negotiate the amount they owe, which is where having virtual collection agents would be useful. 55% of Gen Z consumers are in favor using real-time disbursement in the future, using their debit card.
  • Link to original survey is here, but it must be requested.


  • This Fortune article summarizes research on how employers can attract Gen Z candidates. Most of the tips are based off of the Center for Generational Kinetics (CGK) and Gartner's research on Gen Z attitudes and behaviors. Some statistics are also included from a nationwide poll that the LaSalle Network conducted on the Class of 2019.
  • Jason Dorsey, the CGK's expert on Gen Z, contributes three tips for hiring Gen Zs in the Fortune article. He suggests that recruiters should be active on various social media platforms, as Gen Z engages with them often. Dorsey also suggests using technology to make applying to job faster along with offering rewards for referrals since it increases Gen Z hires.
  • The article also includes Gartner's latest research on Gen Z's workplace attitudes. Gartner found that Gen Z cares more about gaining or updating their skills rather than their pay, and therefore one of Fortune's recommendations is to focus on skill development for Gen Zs. Gen Zs also expect a custom or personal experience from employers, according to the article.
  • Gen Zs are hard to please when it comes to job offers, as 76% soon-to-be graduates haven't accepted job offers yet, according to the Fortune article. 76% of 2019 grads also expect to be promoted within a year or two.
  • Link to the original article can be found here. The link to Gartner is here and to the CGK is here.