Nostalgia, wellness, and evolving work demands emerged as key motivators for Gen Z in Canvas8’s new report, “2024/25 Generational Snapshot of Gen Z,” giving brands an insight into how they can meaningfully engage with this cohort.
The new report revealed insights into the experiences, priorities, and attitudes of the generational cohort known as ‘Gen Z,’ as they navigate a world shaped by ongoing global challenges. With the oldest Gen Zers reaching 27 and the youngest still in their teens, this study highlights the varied landscapes of their lives, focusing on nostalgia, wellness, career aspirations, and political engagement.
“The 2024/25 Generational Snapshot of Gen Z provides vital insights into a cohort that is often misunderstood. As they confront unprecedented challenges, it’s clear that their needs, aspirations, and approaches to life are nuanced and deserving of attention,” said Nick Morris, UK-based founder and managing director of Canvas8.
The report was co-authored by Joceline Yong, a Singapore-based senior behavioural analyst at Canvas8, and Anastasiia Fedorova, a Canvas8 senior insights editor, and incorporated expert comment from Erifili Gounari, the founder and CEO of The Z Link, a global Gen Z-led social media agency that helps brands reach Gen Zers.
The research illustrates how the effects of the polycrisis—including economic instability and political turmoil—have profoundly influenced Gen Z’s early adulthood. As they seek stability in their careers and lives, the data highlights a unique blend of values-driven social awareness, a sense of fatigue at worldwide upheaval, and a growing fatigue towards traditional institutions.
Key findings of the report included political sentiments, new work priorities, grounded reality, and everyday wellness.
Gen Zers expressed a desire for new political perspectives, often feeling let down by conventional systems. According to 2024 data from Deloitte, only 28 per cent believe the social and political climates in their countries will improve within the year. This skepticism leads many to turn to divisive figures online for guidance.
As they navigate career growth, Gen Zers were increasingly focused on flexibility and work-life balance, juxtaposed with the need for job security. Canvas8’s findings reveal that 29 per cent of US Gen Zers are very worried about the job market. Many are choosing to stay in their jobs while advocating for more adaptable work environments.
In response to the overwhelming demands of a digital-first world, Gen Zers sought tangible experiences and products. They are reconnecting with analogue hobbies—such as crocheting and stamp collecting—as a means of comfort and creativity, using nostalgia as a source of solace.
Prioritising self-care, Gen Z is committed to integrating wellness into their daily routines. They are moving away from superficial health trends and focusing on grounding rituals like showers and naps to combat exhaustion from the continuous flow of online engagement.
According to another Canvas8 report published in February 2024, “2024 APAC Gen Z Snapshot,” the challenges faced by Gen Zers take a unique form in the case of the APAC region. Members of Generation Z in APAC have grown up with a deep familiarity with the internet, surrounded by a high concentration of social media users. They’ve been influenced by shifting media and micro-trends that often centre on consumption, which rarely reflect their unique cultural contexts.
A staggering 69 per cent of Gen Z in APAC feel that uncertainty about their future harms their mental health, and 40 per cent report increased financial stress compared to previous generations. This sense of helplessness, exacerbated by geopolitical conflicts, leaves them seeking guidance and stability.
While searching for individuality, 62 per cent of Gen Z in APAC also prefer purchasing items that foster a sense of community. This presents brands with an opportunity to honour their unique identities while offering spaces for inspiration from peers and role models.
