Back in 2019, when we first set out to explore the older side of Generation Z, we had no idea what was coming. A global pandemic, social movements and a rapid digital revolution later, we’re circling back to that group—whom we call “Elder Z”—and sizing them up next to their younger Gen Z counterparts. How did these monumental years shape their views, behaviors and values? To answer that, we dove into the data, stacking up the insights from Elder Z (ages 20 to 25) against Younger Z (ages 16 to 19) at the same life stage.
As with each wave of research, we always dig into a couple of specific areas to get Elder Z’s take. During this wave, we also wanted to understand how these two groups feel about their pets and their take on tech—especially with generative AI becoming a prominent tool at their fingertips. Are Elder Z and Younger Z seeing their pets as part of the family in different ways? And how are they using AI? Is it a tool to enhance creativity or boost productivity, or just for fun? The data’s in and we’re ready to unpack how these two groups are navigating pets, tech and the ever-evolving societal landscape.
Where are they now?
When we first began our research on Gen Z, the oldest members were just starting to find their footing in the workforce. Now, these Elder Z’s are in their mid-to-late-20s and we’re curious—would they still answer our questions the same way? We kicked off with the essentials: What’s driving their values? How do they see the world, and does their younger Gen Z crew view it the same way? Having launched careers or finished school amid a pandemic, Elder Z’s have become pros at handling the unknown. Meanwhile, Younger Z is just getting ready to take the world by storm.
Interestingly, some generational traits seem to be holding steady. For instance, Elder Z’s financial behaviors have carried right into adulthood, and their younger counterparts are picking up the trend. Back in 2019, 35% of teens (16–19) were paying with apps like Apple Pay and Google Wallet. Fast-forward to 2024, and that number’s jumped to 48%. And it’s not just about financial habits—their worries are consistent, too. Anxiety about the future? A solid 56% felt it in 2019, and that hasn’t changed in 2024.
When it comes to where Gen Z spends their money, brands that live and breathe their promises come out on top. Both Elder and Younger Z aren’t just watching brands; they’re holding them to higher standards. With all the world at their fingertips, this generation is well-informed about brands available to them and hyper-focused on the societal impact they can have on the world. This group has many causes they believe to be of the utmost importance, among them: 80% of Gen Z believe eliminating systemic racism in national policies is a top cause to support, followed closely by championing free healthcare for all at 77%. Gen Z believes that brands who talk about these causes have a responsibility to do their part in helping solve them. This passion for a positive impact on the world can lead to brand promiscuity– choosing loyalty to the causes brands willingly champion vs. brand names alone.
With more passion, opinions and causes they champion than previous generations, they won’t hesitate to “buy-cott” brands that reflect their beliefs. For companies, the message is clear: live the causes you stand for or be ready to feel the sting of Gen Z’s buy-cott power where it matters most—your bottom line.
Gen Z and AI
Curious about Gen Z’s feelings on AI, we wanted to understand how they view generative AI and how they’re using it in their day-to-day life. Over three-quarters of Gen Z are at least somewhat familiar with the term “generative AI.” There is also a general positivity around AI’s use and how it can be used to enhance both creativity and productivity. We found that about 80% of Gen Z are excited about the possibilities generative AI has to offer. That said, skepticism remains, especially around misinformation, with many calling for more regulation to curb AI-driven inaccuracies.
When it comes to specific tools, OpenAI’s ChatGPT leads with 74% awareness, while Google’s Gemini is recognized by 50%. Gen Z is primarily using AI for writing assistance (47%), fact-checking (43%), learning new skills (41%) and entertainment (40%).
With growing skepticism around misinformation, Gen Z places a premium on authenticity and transparency. In fact, 54% agree that brands using AI can come across as less trustworthy. But here’s the flip side: a massive 79% also believe brands using AI are smart and innovative. This paints a more favorable picture for brands leaning into AI in their marketing, showing that while caution exists, there’s also a big opportunity for brands to position themselves as forward-thinking and tech-savvy.
Gen Z and their pets
With so much uncertainty and change in the air for this cohort, Gen Z has found comfort in their pets. For Elder Z, pets are more than just furry companions; they’re emotional anchors, especially after the isolation of pandemic lockdowns. Whether it’s a cat or dog, pets have played a major role in helping them cope with stress. 91% of Gen Z agree that dogs help alleviate loneliness, stress and anxiety, while 82% say the same about cats. Younger Z, meanwhile, might still be in the “dream pet” stage, thinking about what life with a four-legged friend would look like once they settle down. But the love for animals? That’s universal across both groups—expect to see the pet adoption trend continue strong.
As we look at the differences between Elder Z and Younger Z, one thing is clear: While they may be navigating the world in slightly different ways, the values of connection, innovation and authenticity run deep in both. Whether it’s leaning on pets for emotional support or embracing generative AI to power creativity, these two groups are shaping the future on their terms. Brands that can meet them where they are—balancing tech-savviness with transparency—are primed to win their trust and loyalty as this generation continues to evolve.