Top Issues for Generation Z

December 29, 2020

By Modesty Sanchez

Generation Z has proven to be one of the most politically active and socially aware generations since the 1960s. It’s important to keep this in mind when advertising to them, as they aren’t afraid to start a social media campaign against your company if they think you don’t care enough about the current political issues that they organize against. Here are five of the top issues Gen Z cares about.

1. Universal healthcare

One of the most pressing issues Gen Z has collectively raised awareness about is the need for universal healthcare. Under the current system, young adults who don’t have a job with health benefits, or whose parents aren’t working, usually can’t afford their own healthcare plan. During the time of COVID, with thousands of people being diagnosed every day, this isn’t exactly working for anyone, including Gen Z. As such, many members of Gen Z are fighting for universal healthcare for everyone, and that includes treatment for mental health.

2. Black Lives Matter

Seeing as the entire summer of 2020 was encompassed by political protests against the treatment of Black Americans by police officers, it should come as no surprise that one of the top issues for Gen Z is that of racial justice and the Black Lives Matter movement. Members of Gen Z take the matter of racial equality very seriously, and are much more likely to support brands that express similar values.

3. Diversity

In that same vein, Gen Z is extremely passionate about providing people of color with opportunities that historically haven’t been granted to them. As such, they’re keen to support small businesses owned by people of color, but they also are more likely to patronize companies that show a commitment to diversity––not only in their campaigns, but also behind the scenes working with creative teams, managerial boards, and other positions. To get Gen Z’s attention, make sure your own brand expresses this dedication to equality.

4. #MeToo movement

Another issue Gen Z has taken up is that of sexual assault. They have been very adamant about their support of all survivors, and have supported the #MeToo movement, which has been intent on obtaining justice for those who have been sexually assaulted. For far too long victims have been silenced and shamed, and Gen Z is working to rectify this and show their solidarity. Because of this, they are more likely to support brands that show a similar commitment to victims’ rights.

5. Cancel student debt

Considering Gen Z is a generation that has been crippled by debt simply because they went on to higher education, canceling student loan debt is a top priority for Gen Z. Similarly, many members of this generation opted to skip college because they couldn’t afford it. Making education more accessible and affordable for all is a pressing issue for Gen Z, and they are stringent about supporting companies that try to rectify this situation.

If you need help making your brand more appealing to Gen Z, please don’t hesitate to reach out to us at Adolescent Content so we can connect you with one of our many talented creators.