Welcome to your second dose of weekly Zoomer inspiration.

Once again, we’re excited to give you a quick and immersive snapshot into the lives of our Zoomers and an opportunity to hear from them in real time, as the conversation unfolds.

It’s been another busy week on the programme, with over 1000 comments, photos and videos shared. Together, we’ve been exploring the brands they love and love to hate and how best to get their attention (or seriously piss them off), as well as their own reflections on being a Zoomer and where their generation is winning and losing.

Once again, here’s a taste of what we’ve been learning.

A generation living in times of contradiction

Never alone but more isolated 

Many feel more connected than ever but the pandemic has reinforced the artificial nature of those relationships and a lack of closeness and support. 

‘I really worry about the isolation experienced in our generation. On the surface we’re deeply interconnected but we don’t know how people actually are and what support they genuinely need behind closed doors’

More open but less protected

There is a sense that this is the first generation who are comfortable talking about the problems and challenges they face, especially around mental health and identity. However, there is also a perception that these problems are more acute than in any other previous generation

‘I feel like our generation is one of the first to have grown up knowing about and not being afraid to show problems with mental health. However, we’re also the first generation to grow up with social media all around us, something that definitely impacts my mental health. I think that we can support family and friends well as a generation, but struggle to support and help ourselves.’

More engaged but less informed

Zoomers have access to instant real time news, views and opinions. There is a sense that this generation has the opportunity (and responsibility) to be the most informed. However, this is coupled with fear of and insecurity around not knowing who and what to trust. 

‘We’re more engaged in wider world issues but dangerous opinions spread quickly and influence us terribly’

‘We live in an echo chamber, believing we are coming to decisions about our political beliefs freely, but we are not allowing ourselves to be exposed to things that might challenge or grow our beliefs.’

More fearless but more cynical

We heard a sense of pride that this generation is fearless and ready to fight and challenge. Simultaneously, there was the reluctant acceptance that Zoomers are one of the least likely generations to vote and are apathetic at best towards government and traditional avenues to change.

‘There's a sense of fearlessness in Gen-Z that hasn't felt apparent in other generations’

Best intentions but more selfish

Interestingly many felt that their generation was leading the way with charitable giving and social and environmental responsibility. However we also heard an overwhelming frustration around the authenticity of motivations (replaced by the desire to look good and show off!) 

‘It's hard to ever carry out a selfless act, but I do think a lot of the time we feel the need to document it and tell everyone how great we are for doing something charitable which feels narcissistic.’

How to cut through with Zoomers

We all know that Zoomers seek out brands that align with their values, but what does this actually mean:

Finally, the Zoomer inspired ‘how to get it wrong’ guide to communicating to Zoomers