Credit: Thought Catalog via Unsplash.
Gen Z are overwhelmingly more positive in 2025 because they are "seeking success on their own terms", according to research by social media platform Snapchat.
The study found that friendship, real-life experiences and a desire for authentic connections play a significant role in shaping Gen Z's decision-making.
"Gen Z is one of the most important audiences for marketers, because they are the customer growth story of today, and the profit story of the future,” said Snapchat ANZ managing director Ryan Ferguson.
The study, in partnership with Crowd DNA, surveyed more than 3,000 young Australians and challenged assumptions about Gen Z's online behaviour, highlighting their craving for authenticity in a world they perceive as increasingly "fake".
Australia’s Gen Z community are feeling more grateful, optimistic and motivated than last year.
When asked about their biggest life priorities, Gen Z put saving money, career growth and buying a house in their top three, while Millennials are more likely to prioritise their physical and mental health.
To achieve those goals, 74% are prioritising spending on small everyday experiences like food, drinks and outings over larger events and holidays.
More than 61% prefer good dupes over branded items, with many saying "I don't care what brand I'm wearing as long as the aesthetic is on point".
Gen Z places immense value on the opinions and experiences of their friends, with 70% saying their friends shape their personal decisions and shopping choices and nearly 64% reporting that seeing products on friends and creators makes them want to buy it.
Crowd DNA head of agency Stephanie Winkler said brands and advertisers are having to adapt to really connect with Gen Z in an authentic way.
"With this generation ‘rejecting perfection’, Gen Z wants to genuinely connect with brands that are keeping things real, raw and unpolished," she said.
"It’s also incredibly important today that brands are creating an always-on-connection with young Aussies - meeting them in their daily moments and joining their slipstream of conversation, not just around big milestones.
"The brands that are able to do this, while using technology to foster real-world interactions like we see through Snapchat, will drive both immediate engagement and lasting loyalty with this influential generation."
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