From Insights to Foresight: Three Gen Z Signals worth paying attention to

By: Rachel Swanson, founder and lead consultant of Method + Mode, a customer insights firm.

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Without a doubt, the Gen Z  cohort presents a huge monetary opportunity  for brands for years to come and warrants strategic focus. But the deluge of information and anecdotes in your feed, mainstream media, and via niche outlets can be hard to make sense of and often raises more questions than answers - even for someone who lives and breathes data.

So, I decided to satisfy my curiosity with a small scale study. 

Inspired by my own social feeds, two recent issues of New York Magazine (this one, and that one), a wild conversation about beauty & wellness hacks in the comments of Feed Me (IYKYK), and some recent observations of friends & family in their 20s, I crafted a short and highly specific survey to understand how political affiliation informs attitudes around aesthetics, beauty, and wellness. I fielded this to a random sample of 150 Gen Zers across the country; qualitative to be sure, but big enough to get perspective from outside my NYC media echo chamber.

Three takeaways from my exploration really surprised me - and may help fuel your brand’s future-proofing strategy.

Most Gen-Zers are Projecting “Main Character Energy”

Across gender identity, geography, and political party at least 3 out of 4 say they’re Ambitious, Confident, and Opportunistic. This self-assurance extends to their looks; 2 in 3 rate themselves as “more attractive than most people.” Hard working and (claiming to be) financially independent, the world is their oyster - and they’re ready to EAT.

Signal >> Capitalist culture is fully internalized by people in their 20s. They don’t need to be convinced they “deserve” - in their mind, they’ve already arrived.

For Right-Leaning Gen Z, Their Body is a Temple (for Optimization)

Those who identify as MAGA supporters are experimenting with what goes inside their bodies on a quest for peak pretty (and performance.) They are 50% more likely to be using Botox/Injectables, GLP-1s and Collagen; and twice as likely to be maxxing on Protein and following a Supplement Regimen. On the outside? Cold plunges, dry brushing and cupping are becoming more common.

Signal >> Longevity treatments and tech will shift from the sideline to the mainstream as Gen Z enters their 30s. By their 40s, they won’t be seeking the fountain of youth - they’ll be taking steady drinks from the well.

Despite Being Health Oriented, the Kids Just Want to Have Fun

Recent alarms about the health dangers of alcohol haven’t made an impact on Gen Z (yet.) My results echo what we’ve seen elsewhere around sober-curiosity being overblown: 2 in 3 drink alcohol, and plan to maintain or increase imbibing in the coming months. The boom in NA beverages is additive for Gen Z - an occasional switch up, not a replacement. What’s more, use of CBD/THC bevs/edibles is also significant (40%) and interest in psilocybin is rising.

Signal >> Regardless of ideology, seeking substances that alter mood and mind remains a rite of passage into young adulthood in America. What’s new is the abundance and accessibility, creating myriad ways for Gen Z to choose their own adventure.

This research underscores their robust self-view, strategic health decisions, and unapologetic pursuit of enjoyment. For brands, these insights offer a roadmap to realign with Gen Z's rich tapestries of identity and ambition. The takeaway? Engage them on their terms, with authenticity and agility at the core of your strategies, ensuring your brand not only resonates but also reverberates through their expansive, digital-first worlds.

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