GEN-Z is a Culture of 'ONE'

How many of us have been in rooms cracking an idea to connect with GEN-Z with intense debate of should we create a 5 secs thumb stopping video asset or create an AR filter with snap! I have too, but a realization hit me recently; all these almost 40-iers sitting on their high chairs, how can they be so sure what GEN-Z want! After all there is a generation gap!!!

Anyone who claims to be an expert on Gen Z behavior is probably either ego-driven or delusional (and yes, I say this while writing this article). But trust me—I’m no expert. I’d rather call myself a “Jack of all trades.” I can talk about a lot of things, though probably not with the authority of an expert. And maybe that’s an advantage because my perspective comes from being an observer, not a researcher.

So why do I say Gen Z is a culture of “one”? Because we’re only just beginning to understand them. From what motivates them to get up in the morning to how they navigate their day, there’s still so much we don’t know. Sure, we have tons of data, but knowing facts isn’t the same as understanding behavior. Even when someone says they’ve interviewed 23,000 Gen Zers, the insights are often generic conclusions stitched together by millennials working for boomers who think they’ve cracked the code.

The truth is, Gen Z doesn’t follow the norms of the world we built. They aren’t just obsessed with TikTok, gaming, or nostalgia-driven trends. The biggest insight I’ve gained—not through research but by simply observing—is this: Gen Z doesn’t “share” their lives on social media the way older generations do. They broadcast.

Here’s what I mean: We (the nearly-40 crowd) use social media to present curated versions of ourselves, often seeking validation or simply celebrating moments. Think #GRWM or #DayInALife posts. At its core, it’s about belonging—aligning with cultural norms and societal expectations.

Gen Z, on the other hand, isn’t interested in belonging to a pre-existing culture. They create their own micro-cultures. You’re either in or out—and frankly, they don’t care which.

How to Win with Gen Z

If you want to connect with Gen Z, stop categorizing them with labels like “mobile-first,” “social-first,” or “the Netflix generation.” These stereotypes are lazy and outdated. Instead:

?Focus on micro-moments: Identify the small, fleeting points of interaction where they express their authentic selves.

?Adapt to their culture: Don’t force them into your world—find ways to be part of theirs.

Follow their lives through thousands of cultural touchpoints rather than trying to impose traditional narratives on them.

If you made it this far, thanks for reading! If this resonated with you, leave a like or comment.

If you disagree or found this a waste of time—tell me that too!

And if you have a different point of view, I’m all ears.

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