The USC Center for Public Relations and Day One Agency have collaborated on a study that dives deep into Generation Z’s aspirations, values and expectations as they navigate the complexities of early adulthood.
Titled “Life Actually, A No Bullshit Study on the Future Gen Z Wants,” the study asks 1,022 Gen Zers nationwide to outline their hopes and dreams for the future from family to finance, politics to health.
“Life Actually” identifies three distinct cohorts within Gen Z, each with unique perspectives on their future:
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Neo-Traditionalists: This group values traditional lifestyle choices, like homeownership, long-term commitment, and career stability.
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Fluid Pragmatists: These moderate, thoughtful, slightly cautious people take a pragmatic approach to life.
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Internet-Age Explorers: This cohort takes a modern approach to life. They want to live in the city, explore the world, and aren’t even thinking about settling down.
While the study reveals the nuanced ways Gen Z is approaching or settling into adulthood, the overall results also show that most traits, characteristics and desires are as unique to Gen Z as to any prior generation.
“Gen Z is rewriting the playbook for adulthood, blending traditional aspirations with modern pragmatism,” Fred Cook, director of the USC Center for Public Relations said. “This study offers a rare glimpse into their priorities, including relationships, work-life balance and evolving media habits.”
Cook emphasized that despite a reputation for being glued to their phones, this generation has clear and diverse visions for their future. The findings, he added, may challenge brands and marketers to rethink their strategies when engaging with this dynamic demographic.
“Beyond clickbait headlines and trending topics, we believe this data will empower brands to authentically connect with Gen Z,” said Josh Rosenberg, co-founder and CEO of Day One Agency.
This study marks the second for the center and agency, who collaborated in 2024 on “Ask Gen Z: A Deep Dive Into Gen Z’s Scrolls.”