12 characteristics of Gen Z in 2025

Gen Z’s continuing to shake things up across the cultural, social, and economic landscapes. They’ve grown up in a period marked by rapid technological advancements, significant societal changes, and ever-increasing global connectivity. Whether it's changing the rules of the workplace or influencing how we shop and consume, Gen Z is definitely a generation to watch. Let’s dig into 12 key traits that define them in 2025, backed by the latest data and insights.

Who are Generation Z?

Gen Z are the generation after millennials, and before Gen Alpha. Born between the late 90s and the early 2010s, Generation Z spent their formative years in a digital-first world where smartphones, social media, and instant communication are just a part of everyday life. In 2025, some are hitting their early teens but there’s a whole host of Gen Z heading into their late twenties, making them a powerful force in the workforce, the marketplace, and social movements too. 

The defining traits of Gen Z

1. They’re hitting life milestones
2. They’re pragmatic about work
3. They’re prone to anxiety
4. They’re big on saving and investing
5. They’re keen to travel
6. Nutrition is in, but fad diets are out
7. Their environmental attitudes aren’t as strong as you think
8. They define diversity, equity, and inclusion differently
9. Communicating is still at the heart of social media
10. They like the intimacy that podcasts provide
11. Gaming isn’t just a pastime
12. They’ve got big hopes for AI

1. Gen Z are reaching life milestones

As Gen Z steps into adulthood, their lives are changing fast. Since last year, there’s been a 45% increase in Gen Z  who say they’re married, and a 23% rise in those with kids. Plus, 19% of Gen Z are now decision-makers at work, up from 15% last year. These changes highlight their growing influence in both their personal and professional lives, challenging the old-school view of them as forever young.

2. They’re pragmatic about work

Headlines on “Quiet quitting” have painted Gen Z with a wide brush, and led to a belief in many that they’re lazy and don’t want to work. But that’s not what the data is showing us. Gen Z value work-life balance and seek jobs that align with their personal values and goals. 39% of Gen Z professionals say they might look for a new job in the next six months — compared to 28% of older generations — but it’s not about a lack of commitment. It’s about wanting opportunities that offer growth and satisfaction. Freelancing and side gigs are popular among Gen Z as they crave flexibility and independence. Employers who invest in their development and support their side projects are more likely to earn their loyalty.

3. They’re prone to anxiety

Mental health is still a big issue for Gen Z. They’re the most likely generation to say they’re prone to anxiety (28% say this) and to report that social media stresses them out (18% say this).

Since 2020, there’s been a 25% rise in Gen Z reporting a mental health condition.

These issues highlight the need for supportive workplaces and brands that prioritize mental well-being. Notably, Gen Z professionals who get mental health support at work are 19% more likely to be happy with their jobs, showing that targeted efforts really can make a difference.

4. Generation Z are into saving and investing

Forget the stereotype of financial recklessness — Gen Zs are pretty smart with money. 59% of Gen Z making a New Year’s resolution for 2025 plan to save more money, outpacing other generations. They’re also ahead of other generations when it comes to investing, with a 46% increase in US &UK 18-27-year-olds holding stocks and shares since 2017. Over the same period, there’s been a 29% drop in those without savings or investments. These trends show a generation that’s thinking ahead about their financial futures, balancing caution with ambition.

5. They love to travel

For Gen Z, travel is right at the top of their priority list. Back in late 2024, 34% of Gen Z resolution-makers said they had plans to travel more frequently during the year ahead, with international vacation bookings bouncing back from the lows we saw after the pandemic. And over the four years from Q3 2020 to Q3 2024, the number of Gen Zers planning international trips rose by 17%. Clearly, this is a generation that values experiences, prioritizing destinations with beautiful photo ops, outdoor adventures, and unique cultural activities. Travel companies, take note.

6. Nutrition is in, but fad diets are out

Y2K fashion might have made a comeback (can we please leave the low-rise jeans in 2003?), but one relic that’s staying buried is the noughties diet culture. Gen Z’s approach towards food centres leans much more towards health, balance, and practicality.

In Europe, improving fitness overtook weight loss as the main motivator for dietary choices between Q3 2022 and Q3 2024.

And in the US, the number of Gen Zers who say they’re meat-eaters (with no plans to switch their diet) has jumped 18% since 2020. Protein is now the top thing they look for in their food, overtaking qualities that were previously front of mind, like “natural” and “organic”.

All of this shows a much more balanced and realistic approach to nutrition than we’ve seen in decades gone by, and it’s clear that Gen Z are more interested in sustainable health benefits over short-lived trends.

7. Their environmental attitudes aren’t as strong as you think

While you might assume that younger generations are more eco-conscious than the ones before them, our Gen Z data proves that’s not really the case. While every generation from Gen Z to boomers is equally likely to say helping the environment is important, their actions tell a different story, with Gen Z being less likely to recycle than their elders. 

Instead, they feel that the responsibility lies with large brands and organizations; American Gen Zers are actually the least likely to say consumers should act sustainably, but the most likely to expect local governments to lead by example. Perhaps this reflects a broader shift in attitudes toward who holds the real power to make change, with institutions and corporations increasingly in the spotlight.

8. Gen Z define diversity, equity, and inclusion differently

Gen Z cares about diversity, equity, and inclusion (DEI), but how they define it can be pretty different.

In the US, 30% of Gen Z say DEI is important, which is 7% above average.

For Gen Z, DEI goes beyond the basics - they see it through a much broader, nuanced lens than other generations might. They tend to associate it with workplace initiatives, and they want to see better representation for mental health, language diversity, and disability. They’re also more likely than older generations to say non-binary and gender-fluid people are underrepresented - and they want brands to step up by reflecting that diversity in their messaging, products, and actions.

9. Communicating is still at the heart of social media

Unsurprisingly, social media still plays a big role in Gen Z’s lives. But they’re not just using it for scrolling and swiping, they rely on it for staying connected.

Between 2020 and 2024, the number of Gen Z TikTokers using the app to message friends and family jumped by 82%. And Instagram saw a similar shift too, with a 28% rise in users logging in for messaging, alongside a growing appetite for Reels.

As you’d expect, platforms like TikTok are evolving to meet these habits, doubling down on messaging features and rolling out tools that make it easier to connect - from group chats to interactive stickers. Funny how things come full circle. After all the algorithms, trends, and updates, it turns out Gen Z just wants to message their mates. 

10. They like the intimacy that podcasts provide

Podcasts have become a go-to for a lot of Gen Z, not just for background noise, but for properly tuning in and connecting. About one in four say they prefer podcasts over other types of audio, especially ones hosted by friends or celebrities they already follow. And it makes sense: they’re drawn to content that feels more personal and community-driven.

What’s interesting is that what started out as purely audio is now evolving, and the rise of video podcasts adds another layer of connection, blending visual and audio in a way that really clicks with Gen Z. Bottom line? Podcasts aren’t just a passing trend for this generation. They’re becoming a regular part of how they unwind and stay plugged in.

11. Gaming isn’t just a pastime

For Gen Z, gaming isn’t just about unwinding or killing time; it’s how they connect, learn, and even make a difference. They’re 33% more likely than the average gamer to play for the social interactions that they get from gaming, and 27% more likely to say they’re in it to build skills.

It’s this mix of creativity, collaboration, and real-world relevance that makes gaming such a powerful outlet for Gen Z. Take Minecraft’s partnership with UN-Habitat, for example. Through a project called Block by Block, players around the world - especially young people - use the game to redesign real public spaces in their communities. Their ideas are then shared with urban planners and, in some cases, actually built. It’s proof that gaming can empower Gen Z to have a say in shaping the real world too.

12. They’ve got big hopes for AI

Gen Z is already using AI in their everyday lives - not just playing around with it, but actually getting stuff done. Over a third have used ChatGPT in the last month, and visual AI features like Genmoji and Image Playground are catching on too. They’re drawn to anything that feels personal, hands-on, and creative.

This generation tends to turn to AI when they need help solving a problem, researching something, or getting a rough idea off the ground. It’s not about replacing their thinking, it’s about speeding things up so they can focus on what matters. That said, they’re paying attention. If a brand’s using AI, they expect clear communication about what it does and why it’s there. No vague promises, no dodgy fine print.

The bottom line

Gen Z in 2025 is a generation full of contradictions. They’re ambitious, but anxiety is always lurking. They’ve got big ideas and big goals, but they’re also realistic about the world they’re stepping into. They’re shaking things up - from industries to social norms - while trying to find their footing in a world that keeps shifting. And as they challenge old systems and shape new ones, they’re bringing fresh expectations - for work, for culture, for how brands show up.

To keep up, companies need to stop making assumptions and start paying attention.