Let’s face it: Gen Z might just be the most misunderstood generation in recent history.
Hi! I’m Gaby Baizas, a 27-year-old digital forensics researcher for Rappler and The Nerve — and the only Gen Z in our digital forensics team. I’m here to share what we’ve uncovered about my generation, one story at a time.
Over the past year, we’ve explored how Gen Zs think about some of the most pressing issues today. If you’re Gen Z, I hope these stories resonate with you. If you’re from another generation, I hope they give you a deeper understanding of what makes us tick.
Gen Z on work and money
Around this time last year, I wrote an in-depth data story that looked into the socioeconomic factors that impacted Gen Z’s attitudes on work and money. I’ve always heard older generations share their misgivings about our work ethics and attitudes.
But I understood that these shifts in workplace behaviors didn’t just come out of nowhere; they were brought about by a dwindling economy and fears that we might not be able to afford basic needs or emergencies.
When we officially launched Decoded in July, our lead forensics researcher Pauline Macaraeg wrote about how these financial fears bled into young couples’ decisions to not have children. The DINK (dual income, no kids) phenomenon shows that Gen Z and even millennial couples have a deep understanding of the financial and personal commitments that come with starting a family.
Gen Z and sustainability
Brands could learn from Gen Z’s beliefs and preferences, too. We’ve also written about how sustainability matters to Gen Z TikTok users in Southeast Asia, among the most vulnerable regions to climate change.
TikTok users prefer smaller brands and influencers when it comes to eco-friendly products and practices, and are often skeptical of larger companies that might engage in greenwashing practices.
The social media paradox
But one of the most significant findings we’ve written about is how Gen Z’s high social media use can make us susceptible to online manipulation. Sure, Gen Zs like me spend a lot of time on social media and are more familiar with newer technologies, but that doesn’t mean we’re immune to propaganda online.
For instance, Rappler digital communications specialist Laurice Angeles wrote about how she first learned about ADHD through social media, and how this prompted her to seek professional help. While platforms like TikTok could raise awareness on certain health conditions, Gen Z users who substitute medical appointments with social media advice could put themselves and their health at risk. After all, social media platforms are rife with unverified claims.
If you’ve been keeping up with The Nerve’s work, you might be familiar with our forensics research on disinformation. In our last newsletter, Don Kevin Hapal, who led the project, discussed our study on the US information ecosystem. Ahead of last November’s election, we found a growing generational divide: while older voters stuck to more traditional news sources, younger voters were relying heavily on social media.
This means young Americans voters are exposed to hyperpartisan manipulation and disinformation online, which might also be why they also turned out to be the most divided on key election issues, and who they voted for in the elections. (You can download the full report here.)
No matter how you feel about Gen Z, there’s no denying that this generation really found its voice this year. We’ve dominated discourse on global conflicts, raised awareness on environmental issues, and led cultural revolutions that have become too big and significant for other generations to ignore.
What do you think about Gen Z?
If you’re interested in Nerve and have ideas on how we can work together, feel free to email us at hello@thenerve.co. For more information, you can also visit our website. – Rappler.com
The Nerve is a data forensics company that enables changemakers to navigate real-world trends and issues through narrative and network investigations. Taking the best of human and machine, we enable partners to unlock powerful insights that shape informed decisions. Composed of a team of data scientists, strategists, award-winning storytellers, and designers, the company is on a mission to deliver data with real-world impact.