{"id":8432,"date":"2023-03-22T12:28:00","date_gmt":"2023-03-22T01:28:00","guid":{"rendered":"\/?p=8432"},"modified":"2025-05-10T19:15:23","modified_gmt":"2025-05-10T09:15:23","slug":"new-havas-white-paper-generation-z-not-dazed-not-confused","status":"publish","type":"post","link":"https:\/\/havasred.com.ua\/en\/new-havas-white-paper-generation-z-not-dazed-not-confused\/","title":{"rendered":"NEW HAVAS WHITE PAPER: GENERATION Z NOT DAZED. NOT CONFUSED."},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"8432\" class=\"elementor elementor-8432\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3fdd6442 e-con-full e-flex e-con e-parent\" data-id=\"3fdd6442\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3f3eef02 elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"3f3eef02\" data-element_type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1760\" height=\"622\" src=\"\/wp-content\/uploads\/2023\/03\/genzwebinar__1760x1000_agora-1.png?wsr\" class=\"attachment-full size-full wp-image-8438\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/03\/genzwebinar__1760x1000_agora-1.png 1760w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/03\/genzwebinar__1760x1000_agora-1-300x106.png 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/03\/genzwebinar__1760x1000_agora-1-1024x362.png 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/03\/genzwebinar__1760x1000_agora-1-768x271.png 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/03\/genzwebinar__1760x1000_agora-1-1536x543.png 1536w\" sizes=\"(max-width: 1760px) 100vw, 1760px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6756d90f e-flex e-con-boxed e-con e-parent\" data-id=\"6756d90f\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3aad414d elementor-widget elementor-widget-post-info\" data-id=\"3aad414d\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-3fd6f78 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>22 March, 2023<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3b4c61c1 elementor-widget elementor-widget-global elementor-global-6058 elementor-widget-heading\" data-id=\"3b4c61c1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">NEW HAVAS WHITE PAPER: GENERATION Z NOT DAZED. NOT CONFUSED.<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-75bf8c80 e-grid e-con-boxed e-con e-parent\" data-id=\"75bf8c80\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-66880bae elementor-widget elementor-widget-text-editor\" data-id=\"66880bae\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>With busy schedules, full inboxes and perpetual work-life balance challenges, people are faced with too much to see, do and process every day. As a result, in a world with limitless information, communication and choice, it\u2019s becoming increasingly difficult to connect with our audiences in meaningful ways.\u00a0\u00a0<\/p><p>At 2.5 billion, Generation Z overtook Millennials in 2019 to become the largest generation \u2014 and a critical audience segment \u2014 on the planet. Between 10 to 26 years old, they are humanity\u2019s first generation born into the digital age, who pride themselves on being \u2018phygital\u2019 (physical-digital) natives. They are nuanced, connected and powerful \u2014 given their age and numbers, they will have a profound impact on the marketplace for decades to come.\u00a0<\/p><p>They have the tools, tenacity and self-awareness to drive the change they feel is so badly needed. Plugged into culture and purpose, their playground to nurture this change is everywhere media is, from the beat of a note to the word of a social media post. Meeting them where they play, through meaningful media experiences, will unlock massive opportunities for brands to reach the largest generation on the planet today.\u00a0<\/p><p>In its new white paper, our sister agency, Havas Media Group, shares Gen Z\u2019s key traits as well as insights on how this extraordinary generation is influencing ad spend and \u2014 literally\u202f\u2014 shaping the future of media. Researchers and content creators at Havas have closely studied Gen Z for several years and here is a recap of what they learned. In today\u2019s communications landscape, where the lines between media channels are not just blurred but merged, brand marketers and communicators can \u2014 and should \u2014 apply these learnings not only to the paid world but across all touch points.\u00a0<\/p><h2><br \/>THE SMARTPHONE-EMPOWERED GENERATION\u00a0<\/h2><p>Receiving their first device at secondary school age, almost all of Gen Z own a smartphone. Unsurprisingly, 79% claim they can\u2019t live without it \u2014 but it isn\u2019t just for entertainment on OTT streaming services or trying their hand at being creators on TikTok. Unlike Millennials, more than two out of three Gen Z seek to learn something when watching a video, nearly four out of five use their phones for educational support at schools, colleges and universities, and over a third of Gen Z transactions are on mobile. Of all generations, they research the most on their smartphones before making a purchase, and 60% use social media to seek inspiration, research products and connect with favorite brands.\u00a0<\/p><h2><br \/>THE 6 C\u2019S OF GEN Z\u00a0<\/h2><p>Gen Z have faced constant\u00a0<strong>Conflict<\/strong>\u00a0in their short lifetime, from Russia\u2019s invasion of Ukraine to a hike in violent crimes and systemic racial injustice.\u00a0<strong>Credit Crises<\/strong>\u00a0have peppered this generation, from the early dot.com bubble and global recessions in the 2000s to the unprecedented inflationary times across developed and developing markets today.\u00a0<strong>Covid-19<\/strong>\u00a0engulfed over two years of their short lives and stripped educational rites of passage away. The impact of\u00a0<strong>Climate Change<\/strong>\u00a0is becoming a reality with every apocalyptic headline. A sense of\u00a0<strong>Collaboration<\/strong>\u00a0has emerged in their world. And, they are the most\u00a0<strong>Connected<\/strong>, faced with looping 24\/7 news cycles.\u00a0\u00a0<\/p><h2><br \/>ENGAGING THIS NUANCED GENERATION\u00a0<\/h2><p>Gen Z\u2019s coming of age is against the backdrop of relentless technological innovation. Their No. 1 passion is music. They pioneered the normalization of gaming and gamification. They propelled the evolution of linear TV existing symbiotically with streaming. They grew up with all of today\u2019s social media platforms. Most of all, their love-hate relationship with social is helping to fuel the desire to connect back to something more real, to pre-social media times.\u00a0<\/p><p>They have several (11) key traits in common: They are (1)\u00a0<strong>anxious<\/strong>, (2)\u00a0<strong>authentic<\/strong>\u00a0and (3)\u00a0<strong>inclusive<\/strong>\u00a0(4)\u00a0<strong>activists<\/strong>\u00a0and (5)\u00a0<strong>connected<\/strong>\u00a0(6)\u00a0<strong>co-creators<\/strong>. Their (7)\u00a0<strong>attention span<\/strong>\u00a0is less than that of a goldfish. They are (8)\u00a0<strong>conscious consumers<\/strong>, (9)\u00a0<strong>money realists<\/strong>\u00a0and (10)\u00a0<strong>cravers of meaningful experience<\/strong>. Most of all, they are a generation of (11)\u00a0<strong>self-starters<\/strong>\u00a0and continuous learners, with 1 in 3 Gen Z interested in entrepreneurship.\u00a0<\/p><p><a href=\"https:\/\/havasmedianetwork.com\/app\/uploads\/2023\/02\/gen-z_not-dazed_not_confused_report.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">DOWNLOAD THE WHITE PAPER<\/a>\u00a0<\/p><p>A rupture from previous generations, Gen Z are tech-savvy yet displaying intrinsic nostalgia for a simple life. Politically progressive yet less than a third align to a political party. The most accommodating to religion yet at one in five they are the largest generation of atheists. Entrepreneurial yet incredibly frugal. They are not dazed or confused. They are clear-sighted, with crystal-clear aspirations for a better world.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-341fad6e e-flex e-con-boxed e-con e-parent\" data-id=\"341fad6e\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-771c50b1 elementor-widget elementor-widget-global elementor-global-7964 elementor-widget-heading\" data-id=\"771c50b1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">More of our news<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6a98d1c9 elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-widget elementor-widget-loop-grid\" data-id=\"6a98d1c9\" data-element_type=\"widget\" data-settings=\"{&quot;template_id&quot;:&quot;6486&quot;,&quot;_skin&quot;:&quot;post&quot;,&quot;columns&quot;:&quot;3&quot;,&quot;columns_tablet&quot;:&quot;2&quot;,&quot;columns_mobile&quot;:&quot;1&quot;,&quot;edit_handle_selector&quot;:&quot;[data-elementor-type=\\&quot;loop-item\\&quot;]&quot;,&quot;row_gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"loop-grid.post\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-loop-nothing-found-message\">\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7104c642 e-con-full e-flex e-con e-child\" data-id=\"7104c642\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-178d7e12 elementor-widget__width-auto white hvr-underline-from-center hvr-icon-forward elementor-widget elementor-widget-button\" data-id=\"178d7e12\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"\/en\/ideas\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-right\" viewbox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M285.476 272.971L91.132 467.314c-9.373 9.373-24.569 9.373-33.941 0l-22.667-22.667c-9.357-9.357-9.375-24.522-.04-33.901L188.505 256 34.484 101.255c-9.335-9.379-9.317-24.544.04-33.901l22.667-22.667c9.373-9.373 24.569-9.373 33.941 0L285.475 239.03c9.373 9.372 9.373 24.568.001 33.941z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Ideas<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-32fe89b5 e-flex e-con-boxed e-con e-parent\" data-id=\"32fe89b5\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-67db157e e-con-full e-flex e-con e-child\" data-id=\"67db157e\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7ae002ce elementor-widget elementor-widget-global elementor-global-6185 elementor-widget-text-editor\" data-id=\"7ae002ce\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-sheets-root=\"1\">Expertise, flexibility, customer focus \u2014 that's us.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6fd5aaf4 elementor-widget__width-auto black hvr-underline-from-center hvr-icon-forward elementor-widget elementor-widget-button\" data-id=\"6fd5aaf4\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/havasred.com.ua\/en\/contact\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-right\" viewbox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M285.476 272.971L91.132 467.314c-9.373 9.373-24.569 9.373-33.941 0l-22.667-22.667c-9.357-9.357-9.375-24.522-.04-33.901L188.505 256 34.484 101.255c-9.335-9.379-9.317-24.544.04-33.901l22.667-22.667c9.373-9.373 24.569-9.373 33.941 0L285.475 239.03c9.373 9.372 9.373 24.568.001 33.941z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Contact<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>With busy schedules, full inboxes and perpetual work-life balance challenges, people are faced with too much to see, do and process every day. As a result, in a world with limitless information, communication and choice, it\u2019s becoming increasingly difficult to connect with our audiences in meaningful ways.\u00a0\u00a0 At 2.5 billion, Generation Z overtook Millennials in [&hellip;]<\/p>","protected":false},"author":2,"featured_media":8438,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8432","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>NEW HAVAS WHITE PAPER: GENERATION Z NOT DAZED. 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As a result, in a world with limitless information, communication and choice, it\u2019s becoming increasingly difficult to connect with our audiences in meaningful ways.\u00a0\u00a0 At 2.5 billion, Generation Z overtook Millennials in [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/havasred.com.ua\/en\/new-havas-white-paper-generation-z-not-dazed-not-confused\/\" \/>\n<meta property=\"og:site_name\" content=\"HAVAS Red | PR, Social Media, Experiential, Content\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/havasredus\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-22T01:28:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-10T09:15:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/03\/genzwebinar__1760x1000_agora-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1760\" \/>\n\t<meta property=\"og:image:height\" content=\"622\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"William Turner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@havasred_us\" \/>\n<meta name=\"twitter:site\" content=\"@havasred_us\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"William Turner\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/havasred.com.ua\/new-havas-white-paper-generation-z-not-dazed-not-confused\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/havasred.com.ua\/new-havas-white-paper-generation-z-not-dazed-not-confused\/\"},\"author\":{\"name\":\"William Turner\",\"@id\":\"https:\/\/havasred.com.ua\/#\/schema\/person\/3c50fd03c54a8d0952c946f2e624e918\"},\"headline\":\"NEW HAVAS WHITE PAPER: GENERATION Z NOT DAZED. 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