Is Gen Z the 'woke' generation? Exploring beyond the stereotype

In a world where generational values shape our perceptions and actions, are we overlooking the surprising realities behind common stereotypes? What if I told you some 'woke' traits are more common among older consumers? Let's explore this complex interplay of values.

Traditional qualities highly valued by baby boomers in the UK such as heritage, family, and community, are contrasted by the emerging perceptions of Gen Z as a 'woke' generation. This term, associated with altruistic values and an increased social awareness, reveals a much more complex reality. Qualities that fit this description are often more prominent among older consumers, those typically aligned with more conservative views.

Let's take a few examples to highlight this contrasting reality:

• The number of Gen Z who value others who call out injustice where it appears is higher than baby boomers - but only by 4%.
• Baby boomers are more likely than Gen Z to value others who support sustainable practices - and 18% do.
• 43% of baby boomers value others who respect differing opinions, 36% higher than Gen Z.

You get the idea...

These insights highlight a shift in values among younger consumers characterised by a proactive stance on social change and a more modernist approach. After all, they have a life ahead of them to fight for, and their perspective grows through their formative years. Think entering and finishing tertiary education, moving out of home, getting engaged, and climbing the corporate ladder.

These values reveal a more nuanced landscape that challenges the 'woke' stereotype, an assumption that overlooks diverse viewpoints, and broader shifts in societal attitudes occurring across generations. Ultimately, understanding and appreciating intergenerational differences can foster more meaningful dialogues and collaboration towards addressing complex societal issues.

In an election year shrouded by division, there might be more that unites us than we’re led to believe…

GWI #audienceinsights #consumerinsights #consumerbehaviour #marketresearch