Understanding Gen Z: Sensitive Topics & Online Communities

Why Are Gen Z So Hard to Reach?

Gen Z are often called the loneliest generation, with 73% reporting that they feel alone either sometimes or always. But it’s not just about isolation. This group has also grown up in a digital world that has made them hyper-aware and, understandably, cautious.

They’re typically less engaged with traditional market research methods, such as focus groups or long surveys. They’re also more protective of their personal data and prefer to open up in spaces that feel safe, intimate, and under their control.

This poses a real challenge for brands and researchers. Because if Gen Z don’t trust the process, or feel uncomfortable, they’re unlikely to participate at all.

And yet, they’re the generation most affected by some of today’s most pressing issues: mental health, financial pressure, online identity and social connection.

So, how do we create a Gen Z market research online community where young people feel comfortable, engaged and empowered to share?

Introducing Online Research Communities

Market research online communities (MROCs) are digital spaces where participants can take part in studies over a few days, weeks or months. They’re designed to feel informal, flexible and responsive, meeting Gen Z where they are, both emotionally and digitally.

MROCs can be short-term or long-term, and allow participants to engage in their own time using formats they’re comfortable with: text, voice, image or video. This makes them ideal for exploring sensitive topics that require thoughtfulness and empathy.

And crucially, MROCs offer that all-important sense of safety and control that Gen Z are looking for.

Five Things to Keep in Mind When Designing MROCs for Gen Z

1. Start With Empathy and Real-World Context

Sensitive topics in Gen Z research might include mental health, identity, self-image or family dynamics. It’s important to frame these subjects carefully and create space for honesty without pressure.

For example: Instead of asking “How do you manage stress?”, ask participants to share a song, image or short video that represents how they feel during exam season. This gives them a creative outlet that feels personal but not overwhelming.

2. Address FOMA (Fear of Mild Awkwardness)

A key insight from Quirks Media highlights that the polished personas Gen Z present online can make them uncomfortable in real-life interactions. That’s why many avoid situations that could lead to awkwardness or exposure.

Online communities allow them to respond in private, at their own pace, and without the fear of ‘saying the wrong thing’, making them far more likely to open up.

This is where tone and task design come into play. By using clear language, friendly prompts and features like anonymity and trigger warnings, we create a space where participants feel seen and supported. The wording of questions matters too, avoiding jargon and keeping tasks emotionally accessible is key.

3. Put Them in the Driving Seat

Gen Z value autonomy. Offering them choice in how they take part, whether that’s via video, text, emojis or images, makes participation feel more personal and less like a task.

They’re also highly visual, so designing tasks that include media elements can help them express themselves more naturally.

4. Use Familiar Faces and Consistent Moderation

Trust is everything. Introduce your moderator as a real person and encourage participants to ask questions, interact and be themselves. Better still, include a peer ambassador who reflects their world.

5. Make Participation Meaningful

Gen Z want to know that what they’re saying matters. Acknowledge their responses, thank them for their openness, and explain how their input is being used.

For instance:

“Thanks so much for sharing that. Your story is helping us understand how students are really feeling right now.”

That simple validation can make a huge difference.

And as with all successful recruitment strategies, it’s about setting expectations and building that sense of purpose from the start. As we shared in our blog on common research recruitment mistakes, not giving clear feedback or failing to acknowledge participation can lead to disengagement—especially with Gen Z.

Project Spotlight: Mental Health Research With Gen Z

One of our most impactful projects involved recruiting young people for a sensitive study on mental health and wellbeing.

Read the full showcase here.

We successfully recruited 45 participants across three age groups (13–16, 17–18, and 19–25) for a project focused on improving content for an online wellbeing support service.

Here’s how we made it work:

• Carefully tailored recruitment, ensuring a mix of backgrounds and lived experiences.
• Thoughtful, creative tasks that made it easier to talk about difficult topics.
• Clear ethical protocols, including consent and safeguarding for younger participants.
• Flexible, proactive communication to ensure quotas were met across a wide geographic area.

The result? A highly engaged, diverse group who were comfortable sharing their views in a sensitive and respectful online environment.

Final Thoughts

Reaching Gen Z takes more than just a digital platform. It takes understanding, creativity and compassion.

MROCs provide the perfect environment for this kind of connection, especially when the topic is sensitive and the audience is young. When designed well, they give Gen Z the space to speak honestly, be heard, and feel valued.

At Angelfish, we’re proud to help brands and agencies connect with this important generation in a way that works for them. Whether you need help with recruitment, moderation or community design, we’ve got the expertise to support you.

Want to know more?

Get in touch to find out how we can help you build meaningful, engaging online communities that truly connect with Gen Z.

Further Reading:

• Four things to think about when researching sensitive topics – Angelfish Fieldwork
• Decoding Gen Z: Bridging the Generation Gap – Quirks