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Gen Z's Dream: Protein That Doesn't Look Like It Bench Presses

May 1, 2025·4 min read
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The Protein Disruptor Gen Z is Waiting On

The protein-centric products on Gen Z’s radar? Banza, Wilde, Goodles, Barebells, Fairlife, OIKOS Triple Zero, and OWYN. While functional foods are making headway, the broader protein landscape remains stuck in fitness-bro territory. Matte black tubs. Chalky bars named "Monster Mass." Where's the option for the aesthetically-minded and wellness-focused?

The $50 billion protein foods market is missing its Gen Z moment. They're not just looking for nutrition stats— they're waiting for the brand that combines macronutrient perfection with cultural relevance. Low calorie, high fiber, minimal sugar, yes—but wrapped in a visual identity that doesn't feel like a leftover from 2010s gym culture. The first to crack this code won't just capture market share, they'll define an entirely new category.

Baby Bonuses: Can Incentives Actually Influence Birth Decisions?

When it comes to life goals, Gen Z isn’t as different from past generations as you might think. 49% of our Youthellers definitely want children, and in our American Dream report, 62% said they want or already have kids.

The reasons? Surprisingly timeless. 28% said they want to build bonds and create their own families, while others mentioned the joy of passing down traditions and continuing their heritage.

So, if they want children, what are their thoughts on Trump’s idea of giving $5K to new mothers? 40% had mixed feelings—some saw it as mildly helpful, others called it out as superficial, and frankly, racist. Because let’s be real: you can't slap a one-time check on a decades-long responsibility and call it a fair incentive. Particularly when the cash will only be handed to married, heterosexual, and predominantly white couples.The main feedback? If you want to encourage Gen Z to have kids, you might want to start with the things they care about:

  • 51% want free or affordable childcare

  • 50% say universal healthcare matters

  • 49% want paid leave for both parents

Interestingly, 47% said they’re not opposed to the idea of baby bonuses in theory—it just wouldn’t sway their decision one way or the other. Gen Z doesn’t want a bribe. They need a system that makes parenting feel sustainable, not like a financial free fall.

Everyone’s Got a Mic—But are Young People Listening?

According to Gen Z, it feels like every influencer has a podcast now. But just because everyone’s talking doesn’t mean Gen Z is tuning in.

We asked our Youthtellers (ages 15–27) about it, 47% said they occasionally listen to their favorite influencers’ podcasts, but the way they consume them is telling. Only 27% listen to full episodes, while 42% are just watching the highlights on TikTok or Reels. That’s where the real engagement is happening: in bite-sized, scroll-stopping clips.

And if they do stick around? It better feel real. 69% said they’ll dip the second a podcast feels fake or overproduced, and 58% leave when it turns into a glorified product pitch. Sponsorships aren’t the issue—over half don’t mind them—it’s when things feel off, inauthentic, or like one long sales funnel that they hit unsubscribe.

For the ones doing it right, the difference isn’t just what’s said, it’s how it’s shared. And who it’s really for.

*This article was originally posted on Substack. Click HERE to subscribe