A Demand for Change
November 2, 2022

A Demand for Change: What Gen Z want to see from you

Gen Z are not the first generation to demand changes from the system; Baby Boomers and Millennials are examples of how revolutionary energies can mark young generations. However, Gen Z are the most unique: their revolution takes place on the internet. Tweets, podcasts, video essays on YouTube, posts on Instagram or short clips on TikTok are the field for protests.  

Cancel culture, or call-out culture, is a contemporary phrase, that has become increasingly popular with Gen Z. It is a form of shunning in which someone or a company is pushed out of social or professional circles, which can be online, on social media, or in person. Some critics argue that cancel culture is problematic as it does not bring real social change, increases intolerance, and causes bullying. On the flip side, some critics argue that cancel culture promotes accountability and gives the underrepresented a voice.  

Businesses are at risk of being cancelled by Gen Z. With an estimated online shopping power of up to $143 billion, Gen Z consumers predominantly disengage with brands based on ethics and poor digital experiences. 75% of younger consumers believe businesses should take greater responsibility and do more to create a better and fairer world for everyone. Cancel culture can break a business; brands need to focus on their digital customer experiences and being socially responsible, as Gen Z are becoming an increasingly powerful demographic that every business needs to gain. 

TechCrunch found that 40% of Gen Z uses TikTok and Instagram for search instead of Google – here are some of the reasons: 

  • Visual representation that is vibrant and loud 
  • Gen Z’s desire to consume fast 
  • TikTok’s successful algorithm 
  • Answers are available via short videos 

Videos are widely circulated via Instagram and TikTok, so once a brand has done something unethical, a video is circulated regarding them. Of course, these videos are shared with millions of users as social media reaches far more than traditional news.  

So, how can companies be ready for Gen Z? 

Watch this video to find out.


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