Most Gen Zs (94%) like splurges and spending on "little treats" that bring them joy, according to Love Song, one of Australia’s largest quantitative studies of Gen Z in 2024.
The study, by experiential and creative agency Secret Sounds Connect, collated responses from more than 2,680 Gen Zers across Australia, reveals that the majority have discarded the “life blueprint” of their predecessors.
With a focus on living in the moment, being happy and bonding with friends above being successful in their career (29%), getting married (13%) having kids (33%) or buying a house (26%).
Most (90%) prefer to spend money on experiences over possessions, with 66% saving for an experience or travel over long-term assets such as a house or car.
With over half of Gen Z not surprised if the world ended within their lifetime, they are well and truly living for today, with 81% saying that “I try to have as much fun now and let the future look after itself” (compared to 74% in 2023).
Kristy Rosser, founder of Secret Sounds Connect, said the annual Love Song study provides valuable insights into Gen Z, the world’s largest generation, which is continually being shaped by global events and the economy.
"There has been a marked shift in priorities when comparing Gen Z to previous generations. ‘Love Song’ helps brands stay up to date with trends, and to understand and connect with Gen Z culture, values and passions," Rosser said.
Insights include:
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83% want to experience real over digital life, with 87% seeking out real-world connections now more than ever before.
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Niche is the new norm. 82% claim that “being weird” is in, and 58% say the more absurd something is, the cooler it becomes.
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“Rizz” - Oxford’s word of 2023 - represents Gen Z’s desire for individual expression, with 87% of Gen Z preferring to be seen as “authentic” rather than “cool.”
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62% want to stand out rather than blend in, with 95% saying dopamine dressing is in for 2024, along with country music - over a quarter of Gen Z listen to the genre on a regular basis.
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As social media platforms have moved further towards entertainment and commerce, 78% said they prefer to share life updates in private chats over public posts.
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Tik Tok creators are looked upon more favourably than Instagram influencers with trust levels at 36% vs. 26%. The majority of Gen Z prefer raw, imperfect content over a polished lifestyle.
Frances Deighton, strategy lead for partnerships at Live Nation and Secret Sounds Connect, said the company is committed stay at the forefront of what youth audiences value.
"The world and consumer tastes change so quickly and brands need to continue being dynamic and adaptable when it comes to reaching Gen Z audiences," Deighton said.
Secret Sounds Connect partnered with Pollinate to conduct the research. Pollinate is a strategic research consultancy and part of The Influence Group.
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