Jed Simpfendorfer.
Jed Simpfendorfer – Director of Strategy & Partner at T garage
I'm calling it.
The generation we've spent the last decade calling "snowflakes" may be the most resilient generation of us all.
Our latest consumer sentiment research suggests Gen Z are actually more hopeful about the future than any other generation. When you look at the data, despite the narrative that this is a generation that lacks resilience, what we’ve seen is that they actually look like they’ve developed the sort of resilience toolkit that can help them in these challenging times.
All figures reported in this article are from (SaySo, Cultural Trend report, June 2026).
For years, Gen Z have been labelled as fragile. We've heard the criticisms: Gen Z can't handle feedback, they expect constant praise, and they’re addicted to screens (and yes, ok, maybe I’ve been guilty of some of these criticisms myself).
But our latest research paints a very different picture. One participant summed it up perfectly:
"We've lived through COVID, we've survived the cost-of-living crisis, and now we're dealing with rising fuel prices and inflation. It’s all we know! You just have to make the best of it."
In the face of these challenges, Gen Z are not a generation waiting to be rescued. In fact, despite the challenges they are experiencing, like rising rents, the housing market and more uncertain career pathways than ever before, they really are a generation just getting on with it.
So what is the Gen Z toolkit for life?
To begin with, they are actively managing their mental health
Rather than ignoring their wellbeing, Gen Z are taking action.
They're much more likely than the broader population to speak with a mental health professional (20.9% versus 14.1% total) and are also more likely to use mental health apps (16.4% versus 11.1% total).
Perhaps most tellingly, in our research, not a single Gen Z respondent reported doing nothing to support their mental health (vs. 14.3% of the population excluding Gen Z).
For years we've encouraged younger generations to talk openly about mental health. Maybe that cultural shift is starting to pay off for Gen Z.
They invest in community
One of the strongest themes emerging from our broader Culture Cast research is the renewed importance of human connection.
Despite being labelled the digital generation, Gen Z aren't retreating from society, it’s the opposite. They are stepping into face-to-face connection more than any other generation.
They're almost twice as likely to socialise in larger groups (30% versus 17.8% total), and they're more likely to participate in protests, demonstrations and public forums than any other generation. They also report that feeling connected to others is more important to this generation than any other.
Far from disconnecting, they're actively building communities around shared interests and values.
They use technology to take control
For Gen Z, technology isn't entertainment, it's infrastructure for everyday life.
They're the first generation to grow up without a clear distinction between the digital and physical worlds, and they use technology accordingly. AI helps them make decisions. Banking apps help them stretch their money further. Health apps help them build better habits. Technology is an aid that helps them optimise their life and choices.
That shows up clearly in our data. Nearly every Gen Z respondent has used AI (95% compared with 75% of Australians overall), and they're significantly more likely to use it instead of Google when searching for information.
For marketers, the implication is much bigger than AI adoption.
It is essentially changing how Gen Z want to interact with your business. They want technology that helps them take control of their lives and build and grow. Well, gone are the days of transactional websites, and on with collaborative and interactive apps (with the caveat that they want collaborative apps, not just AI for AI’s sake).
They actively seek guidance
As communities become less connected and trust in traditional institutions continues to decline, many Australians are left trying to navigate increasingly complex lives with fewer people to turn to.
No generation is really responding well to this challenge, but Gen Z are the most likely to.
They're more than twice as likely to have sought career advice in the past year (22% versus 10% total) and almost three times more likely to have sought relationship mentoring (22% versus 8% total).
Rather than waiting for guidance to appear, they're actively building their own networks of people, communities and digital tools to help them make better decisions.
Again, for businesses that want to connect with this generation, they are keen to connect with you, and to connect with people and businesses they feel they can trust to guide them right.
Where to for business and brands
Gen Z are remarkably pragmatic. They know life is challenging, and they're using technology to make better decisions, stretch their money further and navigate an increasingly complex world.
But while they're digital-first, they're equally looking for human connection, relatability and guidance. They don't just want information, they want people and brands they can trust to help them make better decisions.
For business, that's the opportunity. The next generation of digital experiences can't simply be better websites or apps. They need to combine the efficiency of technology with the guidance, community and human connection this generation values.
Far from being a passive, anxious generation, Gen Z are actively building the tools, habits and relationships they need to succeed. Perhaps it's time we retired the myth of the snowflake, and perhaps we can all learn what works for them and figure out what changes we might need to make in our lives to be happier.
If you’d like to read more on our cultural trends work, check out our previous article. Australians Don't Need More Discounts. We Need Less Complexity. - AdNews