As the twentieth and twenty first centuries progressed, each new generation received their own name. The names are used to differentiate between groups, both in the media and research, and describe their experiences clearly. Enter Generation Z, or Gen Z, also referred to as zoomers. Some members are already all grown up, not just graduating from university, but even entering the job market. Generational comparisons through surveys and statistics illustrate how humanity deals with the main developments and challenges of the last hundred plus years: technological advancement, medical innovations, conflict, financial hardships, demographic shifts, health awareness, social disparity, to name a few examples. While to some it may seem like only yesterday that zoomers started to appear, they are currently the fourth largest generation group in Germany. Zoomers are directly preceded by Generation Y or millennials.
Gen Z members in Germany shared the same values as other generations. The majority placed importance on having good friends and solid relationships with other people, as well as having fun and enjoying life. Being there and standing up for family was also a priority, followed by the desire for independence and making one's own decisions. Compared to millennials, though, zoomers attached noticeably less importance on having children, which may simply be due to the younger age of some respondents. Other items low on the list included being politically active and having strong religious convictions. In fact, as far as opinions on parliamentary elections and politics in general were concerned, more than half of female German zoomers felt politicians mostly did not care about people like them. A significantly lower share than male zoomers felt confident about actively taking part in discussions about politics.
Zoomers pursued a variety of activities in their free time, with some choices more popular than others. Based on a survey conducted in 2021, the top three favorites were shopping, photography, and eating out. This generation also showed certain prevailing opinions about shopping, consumption and brands in general. If zoomers are satisfied with a product brand, they intend to stick with it, though at the same time they like to try out new products. Well-known brands are considered synonymous with good quality. Gen Z members are digital natives more than ever before, both in their private and professional lives. As technology continues its unstoppable progress, it will have long-term impacts on the Gen Z life experience, as well as on that of generations to come.
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