Every generation is shaped by the events that define its formative years. For Gen Z consumers — born between 1997 and 2012 — those years have been marked by turbulence: Brexit, Trump, austerity, the pandemic, and a cost-of-living crisis. This backdrop has left many feeling disillusioned, sceptical of authority, and more cautious than the generations before them.
With an estimated $450 billion in global spending power, Gen Z’s influence is only expanding as they age into adulthood. They are pragmatic, picky, and less likely to impulse buy than previous cohorts. Instead, they research, compare, and hold brands to high standards before committing.
This combination of scepticism and scrutiny makes Gen Z audience research both challenging and rewarding for brands that want to get it right. In this edition of our Generations Edit series, we’ll look at how Gen Z approach trust, technology and media, and consumer identity and brand values — and what this means for researchers and brands today.
Trust: who do Gen Z believe?
Trust is at the heart of every consumer relationship, but for Gen Z consumers it looks very different than it did for previous generations.
Flatter hierarchies of trust
Gen Z doesn’t put media, institutions, influencers, and brands into neat categories. Instead, they operate with what Channel 4 and Craft describe as a “flatter hierarchy of trust”. They are just as likely to weigh a post from a friend, a TikTok creator, or a brand against BBC News. For them, all sources carry bias — so the responsibility falls on the individual to curate their own “playlist of truths.”
This “magpie” approach allows creativity and self-expression, but it also fosters confusion. If everyone has an agenda, can anyone truly know what’s real? It’s no surprise that Gen Z frequently cite authenticity, nuance, and multi-perspective storytelling as qualities they demand from the organisations they engage with.
What earns and loses trust
Gen Z consumers are quick to reward authenticity and even quicker to punish anything that feels fake. As one marketing leader told Credos’ Forget Gen Z report, “We only see consumer sentiment going up in importance around buying from companies who are authentic, transparent, and responsible”.
For this generation, sustainability and corporate responsibility aren’t add-ons — they are baseline expectations. A brand exposed for greenwashing or unethical practices risks not just losing trust but facing public cancellation, amplified through screenshots, shares, and social commentary that can damage reputation permanently.
Equally, collaborations with the wrong influencers can backfire. A 2024 report from HubSpot found that 61% of Gen Z prefer brands that collaborate with creators who reflect real-life experiences, rather than celebrities or polished endorsers. In other words, relatability is more persuasive than reach.
For researchers, understanding this flattened trust landscape is essential for designing studies that feel credible and relevant.
Implications for research
For researchers, trust is fragile but essential. Gen Z participants are wary of how their data is used and will only engage when there is transparency and reciprocity. Explaining why their voices matter — and how insights will be used — is crucial. Traditional top-down surveys may feel impersonal or extractive, while participatory, conversational methods foster confidence.
Takeaway: Gen Z consumers demand transparency and authenticity. Research must make them feel like partners in discovery, not just data points.
Technology & media habits: selective but saturated
Gen Z are true digital natives. Unlike Millennials, who witnessed the transition to smartphones, Gen Z have lived their whole lives online. Yet being constantly connected hasn’t made them indiscriminate consumers of media — in fact, it’s sharpened their filters.
Platform preferences
According to the 2025 Sprout Social Index, 89% of Gen Z social media users are on Instagram, 84% on YouTube, and 82% on TikTok. Each platform serves a different purpose:
- Instagram: identity curation, social connections, and aesthetic-driven brand interactions.
- YouTube: deeper dives into long-form content and brand–creator collaborations.
- TikTok: entertainment and discovery, with algorithm-driven feeds shaping culture at speed.
What unites them is video. Whether long-form storytelling on YouTube or 30-second trends on TikTok, Gen Z overwhelmingly favour visual content over text-heavy formats.
Always on — but craving slow moments
Constant exposure doesn’t mean constant enthusiasm. Channel 4’s research shows that while Gen Z can handle a “lightning pace” of trend culture, many are beginning to push back against being “chronically online.” They crave balance: spaces where they can step back, reflect, and consume at their own pace.
This duality explains why some long-form content (podcasts, YouTube essays) thrives alongside short-form trends. Gen Z are not attention-poor; they are attention-selective.
Attitudes to new tech
Gen Z are pragmatic about technology. They’re comfortable experimenting with new tools but are also critical of their impact on wellbeing and society. They know algorithms shape what they see and often feel conflicted about this dependence.
Implications for research
- Video-first methods: video diaries, asynchronous communities, or interactive exercises are aligned with their everyday habits.
- Respectful of balance: research shouldn’t feel like another always-on demand. Opportunities for slower, reflective input can improve quality.
- Polished ≠ effective: clunky corporate tools can jar; intuitive, mobile-first platforms feel more natural.
Takeaway: Gen Z are saturated with media but skilled at filtering. Research tools must feel natural, visual, and respectful of their balance between fast and slow.
Consumer identity & brand values: a generation of high standards
Gen Z are often portrayed as a monolith of activism and inclusivity. The reality is more nuanced. Channel 4’s Trends, Truth and Trust report highlights six distinct Gen Z worldviews: from socially conscious activists to disillusioned “zero-sum thinkers,” from empowered “girl power” optimists to disengaged “blank slates”.
What unites them, however, are high expectations of brands.
Sustainability and accountability
Climate change and corporate responsibility loom large. Deloitte reports that Gen Z consistently rank sustainability as one of their top purchasing considerations, even when balanced against price. Many are willing to delay purchases, buy second-hand, or pay more for sustainable options.
Diversity as default
Gen Z expect diversity in advertising, workplaces, and research to reflect this reality. Representation is not a progressive bonus; it’s the minimum standard.
Pragmatism in consumption
Despite values-led rhetoric, Gen Z are also highly pragmatic. BBC Worklife notes they are less likely to impulse buy, more likely to seek out the best deal, and more demanding about quality. This duality — values-driven yet pragmatic — makes them discerning shoppers.
Identity expression
Self-expression remains central. Whether through fashion, gaming, or digital personas, identity is curated across platforms. But unlike Millennials’ “hustle culture,” Gen Z’s expression often doubles as a critique of systemic unfairness. Delayed milestones — moving out, career progression, homeownership — have made identity less about achievement and more about belonging and representation.
Implications for research
- Values-first recruitment: highlight sustainability, inclusivity, and fairness in recruitment messaging.
- Creative tasks: allow expression through visuals, storytelling, or collaborative exercises.
- Segment by worldviews, not just demographics: recognise the diversity within Gen Z by targeting by mindset, not just age.
Takeaway: Gen Z consumers are values-driven yet pragmatic. Research that acknowledges both their ideals and their realities will yield richer, more actionable insights.
Recruiting Gen Z for audience research: practical Angelfish guidance
Drawing on our work across digital-first and youth-focused projects, these best practices consistently improve Gen Z recruitment and engagement:
Lead with clarity and transparency
Gen Z want to know why they’re being asked to take part, how their data will be used, and what impact their contribution will have.
Use familiar, mobile-first platforms
Recruitment should sit naturally within their digital habits — Instagram, TikTok, Reddit, and mobile-friendly landing pages work well.
Keep participation flexible and respectful
Offer asynchronous tasks, video-first methods, or short-format activities that match their attention patterns without overwhelming them.
Prioritise authenticity
Use clear, honest messaging. Avoid overly corporate or polished tones — Gen Z quickly detects (and rejects) anything that feels insincere.
Give space for creativity and expression
Use tasks that allow video, visuals, or storytelling. Self-expression creates richer, more meaningful insight.
Be upfront and fair about incentives
Incentives matter as recognition of time and effort. Be clear about what participants will receive, when they’ll receive it, and why the incentive is appropriate for the task. Transparency builds trust, while delays or vague rewards quickly erode it.
To find out more about recruiting this audience, explore our Gen Z recruitment services at Angelfish Fieldwork.
Key takeaways
- Gen Z operate with a flattened trust hierarchy and expect transparency at every stage.
- Their media habits are video-first, selective, and shaped by a balance between fast and slow content.
- Identity is fluid, expressive, and tied to belonging — not traditional milestones.
- Sustainability, diversity, and fairness are baseline expectations, not differentiators.
- Effective Gen Z audience research prioritises authenticity, creativity, and respectful, mobile-first design.
Why Gen Z audience research matter now
Gen Z are often misunderstood as either hyper-idealistic activists or disengaged doomers. The truth is more complex. They are a generation shaped by instability, sceptical of authority, and demanding of brands — but also pragmatic, resilient, and willing to engage with organisations that meet their standards.
For brands, the message is clear: don’t underestimate their scrutiny. For researchers, the challenge is designing methods that are authentic, transparent, and aligned with values while also respecting their pragmatism.
At Angelfish Fieldwork, we specialise in connecting brands with real people — across every generation, including Gen Z. By building trust, embracing authentic engagement, and creating research that reflects their lived reality, we can help brands capture insights that matter today — and for the future.
Planning a project? Let’s talk about how we can help you recruit Gen Z participants and design research that aligns with their expectations, values, and digital behaviours.
Further reading
Explore more from our Generations Edit series:
More from Angelfish Fieldwork on Gen Z insight
Explore more from Angelfish Fieldwork:
- How Video Enhances Market Research with Gen Z
- 4 Lessons We’ve Learned from Gen Z Market Research Participants
- How to Recruit Gen Z for Market Research: 4 Proven Tips
- How to Engage Gen Z in Market Research: Tips for Qualitative Success
- Student Market Research: Recruit Students for Fieldwork
- How to Harness Video to Reach Young People for Market Research
- 5 Tips for Recruiting Gen Z and Millennials for Market Research
- Gen Z Market Research Communities: Sensitive Topics Done Safely & Well
- What Wellness Really Looks Like for Gen Z and Millennials
- Beyond the Trends: What Millennials and Gen Z Really Think About Wellness
