While Gen Z appreciates tech in many ways, concerns about over-dependency, heightened loneliness and its adverse impact on wellbeing reflect their double-edged relationship with tech, leading 63% to desire less time online. Brands can capitalise on this ambiguity by showcasing benefits to social health from tech devices or services.
40% of Gen Z rank being exposed to misinformation online as one of their biggest concerns with technology. Many consider AI advances to be eroding trust in online content, and express concerns that AI could be used to manipulate images or videos of themselves. This underscores the importance of trust and authenticity in marketing to successfully connect with Gen Z.
Gen Z is leading the charge in adopting generative AI tools, with 55% learning about AI to improve their career prospects and 41% thinking AI features make devices more appealing. Brands face a range of opportunities to position AI as a supportive tool by showcasing how it can help Gen Z with their every-day priorities and concerns, ranging from career to emotional support.
Gen Z is navigating an environment filled with uncertainty and faces the paradox of loneliness in an era of hyper-connectivity. Connect deeply by centring devices and marketing strategies around these experiences.
Jan Urbanek, Principal Analyst
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