In 2019, we published one of our most popular content pieces, “The Ultimate Guide to Gen Z Personas.” At the time, there was little written about this up-and-coming generation and its potential impact on brands. Our clients told us they greatly valued the insight into how to connect with this younger generation.
While much of our research continues to hold true, a lot has changed in the five years since we released the piece. Not only have we lived through a global pandemic that fundamentally impacted virtually every aspect of our lives, but this generation has also grown up significantly in the last five years.
We define Gen Z as individuals born between 1997 and 2012. When we published our original report, the age span of this audience was between 7 and 22 years old, with an average age of 14 ½. That means many of these individuals were not yet on social media, or just beginning their interactions on social media.
Today, Gen Zers span from age 12 to 27, with an average age of 19 ½. Based on age alone, they are much more active on social media. Plus, we know that preteen usage of social media platforms increased by 17% from 2019 through 2022, thanks to the COVID pandemic. This means an even higher percentage of our target audience is active on social media today than in 2019.
Another significant change to this generation in the last five years is its entry into the workforce, as 62.5 percent of Gen Z college graduates are currently employed, while only 10% are not.
With these changes in mind, we thought it was time to revisit our Gen Z personas and provide an update on this important consumer demographic.
Let’s start with a brief overview of our research methodology. To build our updated Gen Z personas, we used two key attributes within the Infegy Starscape Query Builder.
Because we collect posts at an account level, we can layer an age filter with a source interest filter to understand specifically what our target audience is saying.
Okay, enough with the background. Now it’s time to introduce our updated 2024 Gen Z personas!
Based on our social listening research, powered by Infegy Social Dataset, we identified five key Gen Z personas.
Let’s take a look at each of these personas to better understand their interests, needs, and preferences.
Our first Gen Z persona, The Environmentalist, is concerned about environmental issues such as climate change and sustainability.
Figure 1: Source bio topics from Gen Z environmental source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
We identified these individuals using information sourced from their social media bios. In Figure 1, notice the frequency of topics such as “environmental,” “climate,” “earth,” “environmentalist,” “sustainability,” “climate justice,” etc.
Figure 2: Age histogram from Gen Z Environmental source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
Figure 3: Gender demographics from Gen Z environmental source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
As indicated by Figures 2 and 3, the typical Environmentalist is a male in his mid-20s.
Figure 4: Topics from Gen Z environmental source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
Figure 4 provides insight into the values and behavior of this target group. The Environmentalist is typically interested in living a zero-waste lifestyle (“plastic”) and rejects products and fuel sources that are not sustainable (“fossil fuel,” “gas,” “carbon,” “emissions”). These individuals also indicate that they are worried about future climate change (“heat,” “floods,” “temperature,” “climate change,” “ocean,” “warming”).
Figure 5: Hashtags from Gen Z environmental source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
The Environmentalist is also likely to be active in social movements, as indicated in Figure 5. Notice the high frequency of hashtags such as #COP26, #ClimateAction, #ClimateEmergency, and #TiredEarth, which indicates interest in participating in environmental action groups.
We found that within The Environmentalist persona, many individuals shared an interest in sustainable shopping practices, such as thrifting and upcycling.
Figure 6: Entities attributed to Gen Z thrifters; Infegy Social Dataset, March 2024 through June 2024.
In Figure 6, notice the frequency of social media posts related to second-hand retailers (ThriftBooks, Savers, Poshmark, Craigslist). It’s also interesting to note an interest in physical media, such as DVDs, VHS, and Blu-rays. This likely illustrates a desire to own media rather than stream it and salvage previously owned DVDs, VHS, etc.
The next Gen Z persona uncovered by our social listening research is The Aspiring Tech Worker. These individuals show interest in technological devices and software.
Figure 7: Source bio topics from Gen Z environmental source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
A look at source bios (Figure 7) shows that these Gen Zers are likely to identify as engineers, students, founders, and creators. Also interesting to note is the overlap between Aspiring Tech Workers and Creative Entrepreneurs (our next Gen Z persona), as evidenced by bio descriptions such as “artist” and “makeup.”
Figure 8: Age histogram from Gen Z technology source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
Notice in Figure 8 how the age demographics skew younger for The Aspiring Tech Worker persona than The Environmentalist persona, with the highest number of posts occurring among those in their late teens and early 20s. Due to the age of these individuals, we assume most are not yet engaged in full-time careers, which is why we classify them as “aspiring” tech workers.
Figure 9: Gender demographics from Gen Z technology source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
Figure 9 illustrates that females make up 46% percent of the Aspiring Tech Worker persona. This is especially noteworthy, given that women currently hold just 26.7% of technology-related jobs in the United States. This insight can be particularly valuable for technology-based companies, universities, and employers seeking to connect with the next generation of technology consumers, students, and employees.
Figure 10: Topics from Gen Z technology source interest; Infegy Social Dataset, June 2021 through June 2024.
Digging into the values and behaviors of The Aspiring Tech Worker (Figure 10), we notice a desire to become more technologically literate (“project,” “school,” “system,” “question,” “learn”). We also notice a shared interest in gaming (“game,” “team,” “playing,”), as well as an interest in mobile app development (“phone,” “mobile,”).
Perhaps unsurprisingly, individuals who fall within The Aspiring Tech Worker persona express an interest in purchasing high-quality technological devices and software.
Figure 11: Entities attributed to Gen Z technology source interest; Infegy Social Dataset, March 2024 through June 2024.
Figure 11 shows us that these individuals tend to prefer brands that support continuous learning and innovation, such as “Apple,” “GitHub,” and “Nintendo.” Most interestingly, notice the 100% positive sentiment related to “Gemini,” a cryptocurrency provider. It may be wise to monitor how Gen Z’s interest in cryptocurrency continues to evolve over time, and how that interest impacts the manner in which this generation interacts with both individuals and brands.
The third Gen Z persona we identified is The Creative Entrepreneur. These are individuals who hope to earn a living through creative pursuits such as graphic design, architecture, and fine art.
Figure 12: Source bio topics from Gen Z art source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
In Figure 12, notice the frequency of bio descriptions related to “artist,” “draw,” “design,” “architect,” etc., which shows us that these are creative people. However, they’re not striving to create art as a hobby. Instead, this persona hopes to make a living with their artistry, as indicated by frequent reference to “commissions.”
Figure 13: Age histogram from Gen Z art source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
The typical Creative Entrepreneur is in his/her late teens or early 20s, as illustrated in Figure 13.
Figure 14: Gender demographics from Gen Z art source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
Creative Entrepreneurs include an even split of men and women, as noted in Figure 14.
Figure 15: Topics from Gen Z art source interest; Infegy Social Dataset, June 2021 through June 2024.
Topics of interest among this group (Figure 15) closely mirror source bio topics (Figure 12). This strong correlation between these individuals’ interests and bios may indicate that many Creative Entrepreneurs view being an artist/creative as an integral part of their identities. This can be valuable insight when trying to connect with the Creative Entrepreneur persona.
Figure 16: Entities attributed to Gen Z art source interest; Infegy Social Dataset, March 2024 through June 2024.
Looking into Creative Entrepreneurs’ brand discussions (Figure 16), we notice a strong preference for quality art supplies and business tools, as indicated by the high number of posts referencing “Tux Paint,” and “Prismacolor.” We also notice a preference for platforms that offer easy-to-use e-commerce solutions (“Etsy,” “Instagram”), as well as a willingness to engage in both physical and electronic design (“iPad”).
A brand manager may use this insight to develop campaigns that center around creativity and creation. Brands that provide products that streamline the creative process and point-of-sale might find this a great target audience.
The next distinct Gen Z persona we identified through social listening research is The Wellness Guru. These individuals are focused on both physical and mental health across all aspects of their lives.
Figure 17: Source bio topics from Gen Z health and wellness source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
Figure 17 shows us that not only is The Wellness Guru striving to live a healthy lifestyle (“health,” “mental health”), but he/she is often also pursuing a career in healthcare (“student,” “nurse,” “university,” “training,” “research”).
Figure 18: Age histogram from health and wellness source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
Individuals in this category tend to skew toward the older end of Gen Z. In Figure 18, notice the rise in interest in health and wellness that begins among those in their early 20s and remains constant thereafter.
Figure 19: Gender demographics from health and wellness source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
Figure 19 shows us that Wellness Gurus are somewhat evenly split between men and women, with women making up a slightly greater percentage at 53%, versus 47% for men.
Figure 20: Topics from Gen Z health and wellness source interest; Infegy Social Dataset, June 2021 through June 2024.
Within this Gen Z persona, we see a focus on both physical health and mental well-being, as indicated by frequent posts related to “health,” “support,” “mental health,” etc. (Figure 20). We can also see reverberations from the COVID pandemic (“COVID,” “vaccine”), which was a formative experience for Gen Z.
Figure 21: Entities attributed to Gen Z health and wellness source interest; Infegy Social Dataset, March 2024 through June 2024.
An entity analysis (Figure 21) shows us that these individuals seek brands and organizations that emphasize health, balance, and self-care (“BetterHelp”, “The Trevor Project”). They are also willing to invest in wellness experiences such as retreats and workshops.
The final Gen Z persona we identified through our social listening research is The Social Activist. These individuals are actively involved in politics and social causes.
Figure 22: Source bio topics from Gen Z activist source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
Source bios indicate that Social Activists span a wide range of roles (“father,” “writer,” “wife,” “artist”) and tend to be highly educated (“student,” “alum,” “books”) (Figure 22). We can also see that Social Activists span the political spectrum, as indicated by the appearance of both “liberal” and “conservative” in source bios.
Figure 23: Age histogram from Gen Z activist source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
Figure 24: Gender demographics from Gen Z activist source interest accounts; Infegy Social Dataset, June 2021 through June 2024.
As illustrated by Figures 23 and 24, the typical Gen Z Social Activist is likely a male in his early 20s.
Figure 25: Topics from Gen Z activist source interest; Infegy Social Dataset, June 2021 through June 2024.
A source interest analysis (Figure 25) shows us that “Trump” and “Biden” have dominated the political conversation over the last few years. We notice frequent reference to marches and protests in posts that reference “show up,” and “support.” We also notice an interest in community organizing through topics such as “vote,” “election,” and “change.”
Figure 26: Entities attributed to Gen Z activist source interest; Infegy Social Dataset, March 2024 through June 2024.
In Figure 26, notice the negative sentiment surrounding many big brands. We can interpret this to mean that Gen Z Social Activists typically aren’t talking about what they plan to purchase. Instead, they are expressing negative attitudes toward large corporations, especially those corporations that tend to be politically polarizing.
A brand strategist would want to keep an eye on this person for brands that might trend. These brands may have increased risk if they are in conversations within this politically group.
The five Gen Z personas offer insight into how brands and companies can better connect with Gen Z consumers. Using social listening to understand the needs, interests, and preferences of Gen Z can help your brand better target and engage with this younger generation.
To learn more about how Infegy can help you understand and meet the needs of your brand’s target audience, talk to one of our social listening experts. We look forward to helping you find insights within your target persona.