The Lonely, Anxious Gen That Still Believes in Tomorrow
Planning families while the world burns
While Waiting for "The One," Gen Z Got Really Good at Being Alone
They Swiped Right for Romance, Got Ghosted, and Focused on Self-Development Instead
If endless TikToks about situationship heartbreaks have you convinced that Gen Z has given up on traditional love, think again. The data tells a different story: 83% of Gen Z want a monogamous relationship. Gen Z isn't killing tradition—they're aspiring toward it against all odds. Like Boomers who transformed dating norms in the 1960s while ultimately embracing traditional marriage, Gen Z is using dating apps to find commitment more efficiently.
Personal growth remains central: 22% of Gen Z prioritize self-development before serious relationships. As one Gen Zer explains: "It's important to focus on yourself so when the right one comes along, you're a good person and able to handle the relationship."
For brands looking to build lasting connections with this generation, take notes. Gen Z isn’t rejecting love or the idea of it, they’re just changing the path to achieve it. While waiting for “the one,” they’re investing in themselves, ensuring that when love does come along, they’re ready to make it last.
The World Is on Fire but Gen Z Still Wants Kids
Balancing Family Dreams with Climate Anxiety, How Gen Z Plans for Tomorrow
Despite environmental anxieties, Gen Z want to start families of their own and the youngest Gen Zers are leading a return to tradition. Only 3% of Gen Z reject marriage entirely, with 53% expecting to marry between ages 25-29 (their "sweet spot"). An impressive 62% want or already have children. The spectrum is broad: from those channeling "tradwife" aesthetics to those saying "no thanks" to babies citing environmental concerns.
Unlike Millennials (only 14% of whom placed major importance on cultural and family expectations), 21% of Gen Z say family values are extremely important to them.
But Gen Z isn’t naive about the challenges. 74% acknowledge that starting a family today is more complicated than ever, citing financial instability and climate change as top concerns. The world they are inheriting feels ever-changing and unpredictable, but the uncertainty of it isn’t causing them anxiety. Instead, many of them are choosing to move forward and create future plans. It seems their optimism persists, outweighing generational fear. Unlike Millennials—only 14% of whom placed major importance on cultural and family expectations—Gen Z is reclaiming tradition in their own way, with 21% saying family values are extremely important to them.
For all the talk about cynicism, Gen Z continues to prove that even in uncertain times hope isn’t lost, it just looks a bit different. They know the world is on fire, but they’re still craving the human connection of building something to pass on.
Mental Health Is a Workplace and Relationship Dealbreaker
Gen Z Won't Sacrifice Their Sanity for a Paycheck or a Partner
For Gen Z, mental health isn’t just a conversation, it’s the foundation of how they navigate work, relationships, and daily life. In a world that often glorifies hustle culture and emotional endurance, this generation is setting firm boundaries. If a job or a relationship threatens their mental well-being, they’re willing to walk away in order to find peace.
With romantic relationships getting increasingly complicated and confusing, Gen Z is turning to deep friendships as a way to find emotional support. They prioritize connections that feel safe and stable, whether that’s in a friendship or a relationship.
Their career aspirations reflect this same commitment. 18% of Gen Z want to work in healthcare, with a strong focus on mental health counseling, health tech, and holistic wellness—outpacing even creative industries (13%). They don’t just want jobs; they want roles that actively contribute to mental well-being, both for themselves and for others.
And they expect the same from employers. 71% say work-life balance is crucial, and they seek workplaces that prioritize mental health through flexible schedules, wellness initiatives, and cultures that respect emotional boundaries.
For brands looking to connect with Gen Z, the message is clear: mental health isn’t a perk, it’s a priority. Content that showcases real-life mental health advocates, workplace wellness success stories, and “day in the life” narratives of modern healthcare professionals resonates deeply. The future isn’t just about success—it’s about sustainability, both emotionally and professionally.
Think you know Gen Z? Our latest insight
report might just prove you wrong:
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