Understanding Gen Z Social Media Trends 2024

Winning the hearts of Gen Z through marketing can be quite challenging. If your business targets Gen Z, then the blog is for you to win their loyalty to your brand. Read the blog in Bangla.

Gen Z is the largest generation in history, currently making up 28% of the population in Bangladesh. Being born between the years of 1997 and 2012, individuals in Gen Z are now between 11 to 26 years old. The generation impacting the world following some trends. Here are some Gen Z trends to watch in 2024 and beyond.

Don’t receive phone call

The Millennials and Gen-G, share a notable similarity: a reluctance to answer phone calls. A recent Aswich survey of over 2,000 phone users aged 18 to 34 revealed that 70% prefer texting to talking on the phone, with one-quarter avoiding calls altogether.

   

Gen Z excuses of not receiving phone

Telephonophobia refers to the anxiety caused by having to communicate with someone by voice. Four out of five respondents in the study admitted that they have to prepare before a call because they fear saying something unpleasant and panicking. Psychologist Elena Turoninotes that young people often find phone conversations awkward and keep their phones on silent. Many associate unexpected calls with negative news, as they perceive these calls as interruptions in their busy schedules.

Eloise Skinner, another psychologist, adds that with increasingly hectic lifestyles, young people have less time for phone conversations. Jack Longley, a 26-year-old Millennial, shares that he avoids calls from unknown numbers, considering them often to be scams. Despite this, young people stay connected through group chats and messaging.

Driven by digital

Gen Z are now being called “digital natives” in term of the sense ‘truest’. Current research showed that, More than 95% of Gen Zers have smartphone, 83% own laptop, and 78% own a internet-connected game setting.

“Xbox Game Pass” popularity

In 2019, “Xbox Game Pass” offers users a Netflix-like experience for video gaming and its popularity increased 475% in 5 years’ time. Older Millennials found their first cell phone at an average age of 20. And younger Millennials started at 16. On the contrary, by the grace of tremendous spreads of technology, Gen Zers had their own very first phone before they were 12.

One study found that more than 50% of Gen Zers feel more insecure without their smartphone compare to without their wallet. And Facebook, Instagram, Youtube and TikTok – these platforms are the most frequently used platforms. Using social media became instilled to Gen Zers habit that, One-quarter of Gen Zers spend approximately five hours or more per day on social media.

Currently there were 66766100 Facebook users in Bangladesh in April 2024, which accounted for 37.6% of its total population. Besides, Gen Zers were the largest user group, 32 900 000). Experts predict that, Facebook may surge to be one of the top three social platforms.

In social media platforms in last 5 years, using TikTok increased its popularity 911%. It’s not just social media that Gen Zers has their attention. They use smartphones for video streaming, music, and podcasts. Average Gen Z individual spends 3.4 hours per day streaming videos. Searches for “YouTube TV” have increased only 177% over the last 5 years.

Distrust of organizations

Recently, Pew Research report showed that 70% Gen Zers believe that the government should take more measures to solve states problems. Another study stated, 66% of Gen Zers denied to agree that the government has done its best to protect the country.

The same study reported that almost 60% of Gen Zers agreed that it is rather difficult to trust and this distrust could continue well into the future. This findings indicate that, individuals in the older segment of Gen Z are less likely to trust elections, and less likely to approve of political leaders.

In 2020, Millennials and Gen Zers made up 37% of the voting-eligible population. In 2024, that number jumped up to 44% with all the growth of Gen Zers. The distrust of Gen Zers to organizations goes beyond politics. Considering personal data safety, they do not trust brands, too. Only 39% of Gen Zers trust a brand that it would keep their data safe.

Consumers in Gen Z trust brands with their personal data much less than any other previous generation. A Deloitte survey found that 49% distrust religious leaders, 30% distrust traditional media, and 24% of Gen Zers distrust business leaders. So this is evident that, they will grow into adults containing distrust to the socio-political organizations. Experts claimed that, distrust is just a part of a teenager. “Trust in institutions is down across the board, but teens experience even more cynicism about institutions just as a function of their time of life”, as said Peter Adams, who leads an organization and teach about media literacy.

Love diversity and inclusion

According to the census report, 28% of the Bangladeshi population is currently youth. They shows empathy to ethnic minorities, support them in crisis situation. Cultural diversity are loved by Gen Zers highest comparing with previous generation.

Religion and other socio-cultural ethics have been overcome by Gen Z is exemplary. Forbes magazine reported, Gen Zers prioritizes diversity and inclusion, seeking brands that authentically embrace these values. Their focus on societal change extends beyond race and gender to include identity, orientation, and sustainability. Gen Zers expect the brands they support to reflect this commitment.

“Distribution of the race and ethnicity of US population”

To engage them, companies must demonstrate genuine efforts toward diversity and societal impact, aligning with Gen Z’s values of inclusion and environmental responsibility.

Emerging buying power

Currently, Gen Zers purchase globally is more than $400B. New financial trend become popular and old processes are decaying. Most popularity gained the worldwide trend ‘buy now, pay later’ or BNPL services among Gen Z. Marketing predictions state that, 44% of above 14 age of Gen Z digital buyers used a BNPL at least once. In last 5 years, BNPL search volume increased 6 times.

Individuals in Gen Z report that talking to family and friends is the most common way
they find out about new brands, companies, and products. However, YouTube ads are a close second. The trend of shopping entirely online is not as popular with Gen Zers as it is with their older counterparts, the Millennials. Gen Zers are much more likely to shop in stores. Gen Zers differ from other generations because they want to stand out, not fit in. Brands are an afterthought for this generation.

Rising mental health concerns

A Deloitte survey reveals that about half of Gen Z feels stressed or anxious most of the time. McKinsey reports this generation has the bleakest outlook on life and is significantly more likely to contemplate or attempt suicide than others. One major factor is their heavy technology use, with social media exacerbating mental health issues. The term “digital wellbeing” has surged in search volume by 6,300% over the past five years. Gen Z also reports worsening mental health since the pandemic, with high levels of isolation and insufficient emotional support.

Despite these challenges, Gen Z is notably open to mental health treatment, with reduced stigma and an increased focus on self-care and holistic health.

Conclusion

Generation Z stands out from all previous generations with their strong connectivity, diversity, and boldness in expressing their views. Many are still under 18, which means their future could evolve significantly as they grow older. As their buying power expands and their influence on social issues intensifies, keeping an eye on Generation Z will be crucial for understanding the shifts to come.