The new wave of the Isobar-Ipsos #MeetTheZ Survey shows tectonic shifts in the priorities of Gen Z, during the pandemic. Health and fitness and family moved up to emerge as top priorities, toppling successful career and making money to lower positions.
“Covid-19 has been unprecedented and disruptive. Long periods of lockdowns and scare have put families in a huddle and with the pandemic far from over and with far-reaching implications. GenZ is showing a renewed focus on health and fitness and family ties. Like a reawakening of what matters most,” said Vivek Gupta, Managing Director, Ipsos India.
Gopa Kumar, Chief Operating officer, Isobar India, said, “I had a hunch that the Isobar-Ipsos #MeetTheZ study done by us in March 2020, just before the lockdown, would need an update; the pandemic had shaken up the basic fabric of subsistence, making people hostage to its whims and fancies. And we felt it was important to capture changes (if any) that Gen Z would be undergoing. Some of the key elements were captured in the booster study to provide marketers, advertising and media professionals an updated, relevant and true picture of Gen Z. So that marketing messages beamed, tie-in with the aspirations of this vibrant and dynamic target group. Our study is an endeavour in this direction.”
Shift in priorities of Gen Z — pre-Covid-19 and now
The Isobar-Ipsos #MeetTheZ survey shows Generation Z has redefined its pecking order of priorities after Covid-19 struck. The top priorities listed by them include staying fit and healthy, spending quality time with family, having a successful career, traveling around the world/ country and making a lot of money.
And what was the scenario pre-Covid?
Pre-Covid-19, the top aspirations in the pecking were having a successful career, making a lot of money, staying fit and healthy, becoming famous and spending quality time with family.
Clearly, successful career and making money have been relegated in the hierarchy.
“These priorities are not for the short term. They are likely to stick far and beyond. Akin to being woken up from the metaphorical slumber,” Gupta said.
Impact of pandemic on Future Outlook of Gen Z
There is no panic — only there is concern about the likely impact.
55% fear losing a year because of delay in exams; 30% worry about the prospects of getting a well-paid job; 20% worry about prospects of getting a job in area of expertise; 18% were re-evaluating choice of higher education to have better career and job and 14% were fearful of certain geographical areas now and re-evaluating choice of colleges.
Top lockdown activities of Generation Z
“The activities of Gen Z during lockdown further reinforce the maturity and sense of purpose of this cohort. They are trendsetters and hold their own,” Gupta said.
Top activities undertaken by Gen Z included: skill development (73%), watching TV (56%), gaming (52%); social media (44%), viewing OTT (39%) and pursuing hobbies (30%).
Generation Z includes those born between 1995 and 2015. They are different from millennials.
Top traits that emerged in #MeetTheZ — they are pragmatic, tech-savvy, clear headed, confident, outgoing, value close bond with family — old heads on young shoulders — they embody a sense of maturity, which amazes their parents.
Gopa Kumar, Chief Operating Officer, Isobar India, says this formed the genesis of doing this survey: “We felt Gen Z was different and was being fraudulently being clubbed with millennials and we felt it was gross injustice to them. Marketers were not addressing this cohort rightly.”
The Generation Z is a highly comprehensive study. Conducted jointly by Isobar and Ipsos, the survey interviewed 13-24 year olds from SEC A & B households, both males and females, across the eight cities of Delhi, Lucknow, Bengaluru, Vijayawada, Kolkata, Bhubaneswar, Mumbai and Indore. The interviews were extensive and intensive and included 2484 face-to-face interviews, 1924 online self-administered interviews, 34 consumer immersions, 20 online shadowing and four expert interviews. A booster sample of 700 interviews was weighted by population.
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