We believe that the biggest mistake we make when looking at Generation Z is the convenient assumption that they are all the same. We like to make quick judgments about them: lazy, distracted, overly dependent on technology. But this is where a fundamental misunderstanding arises.
As Adam Dalecký, co-founder of GenZ Consulting and student at Tiimiakatemia Prague, notes: "People often overlook our values and the innovative approach we can bring to work."
The world does not realize how deeply innovative this generation really is. They are not afraid to speak openly, formulate their positions, and enter the public sphere with a courage that may seem unsettling at first glance, but is essentially authentic.
We decided to get to know Generation Z better. We conducted a qualitative survey among 20 Generation Z respondents and are presenting part of our research here.
Research demographics
For them, technology is not an escape from reality, but rather its natural extension. It is a tool for self-expression, a space for dialogue and experimentation. Through digital platforms, they share opinions, values, and personal experiences, creating new forms of community. Generation Z is creative and unpredictable; it is a generation of thinkers and doers. They do not want to be seen merely as consumers of content and products, but as equal human beings with their own voices, ambitions, and responsibilities.
Online environment
Honesty with themselves is a fundamental value for them. They believe that the more authentic a person is, the greater the chance that those who truly resonate with them will find their way to them. If we want to communicate meaningfully with Generation Z, we must accept them as they are, without immediately pigeonholing them into predefined categories. In an era oversaturated with brands, products, and constantly changing trends, they are primarily attracted to a clear stance and self-confidence in those who know what they are saying and stand behind it. Consistency and the courage to stand out are qualities that attract their attention more than any marketing strategy.
Offline environment
They follow the news regularly, especially when significant events are taking place. They draw information primarily from social media, which combines speed with the possibility of broader interpretation. Objective journalism is important to them, but they also value opinion and context. The key factor remains the credibility of the source, which determines whether they devote time and attention to the content. In an environment of information
overload, trust is a filter they cannot do without. Although they are used to speed, they can also appreciate longer texts if they are of high quality and truly engaging. A strong headline will indicate whether it makes sense to read on, but the decisive factor is the author's ability to draw the reader in so much that they are figuratively glued to their chair, especially in the first paragraph, where they decide whether to read on or not. Nevertheless, even for this generation, the old truth that no content can replace a personal meeting still applies. Time spent with friends is more valuable to them than any time spent on social media. The digital world is a space for connection, not a substitute for relationships.
Motivation
The current economic situation is leading them to be more cautious. They often choose simple activities, such as ordinary walks, which allow space for conversation and silence. At the same time, they are attracted to authentic experiences. For Generation Z, experiences are more persuasive than traditional advertising because the reality they can experience carries more weight than messages that only appeal to them from a distance.
When it comes to purchasing decisions, close friends have a greater influence than influencers. Their opinion carries weight because it is based on personal trust. They approach influencers with caution; they know that their recommendations are often part of a business model. They tend to shop thoughtfully. The more options they consider, the more difficult the final decision is for them. Each purchase is the result of lengthy deliberation, which can take hours or even days: a process of finding a balance between price, value, and personal conviction. If no one in their circle has direct experience with a product, they most often look for reviews on TikTok or ask AI.
AI tools
They grew up feeling that the world is uncertain, sometimes even dark, and that their ability to influence things around them is limited. Perhaps that is why they crave autonomy and real influence so much. They realize how much effort their parents had to put in to give them a better start in life. This awareness awakens a sense of responsibility in them. They want their efforts to be meaningful and strive to build on what they can achieve themselves.
What drives them most are their own expectations and desire to become the best version of themselves. They are constantly thinking about how to move forward, how to take the next step, even if the contours of the future are not entirely clear. It's not just about success in the traditional sense. Ultimately, they want to be people who are satisfied with themselves and live in accordance with their values. It is in this desire for an authentic, value-based life that their true strength lies, as well as a challenge for the rest of us to understand them without simplistic judgments.
A big thank you goes to GenZ Consulting, which helps companies identify and address the challenges associated with Generation Z. Thanks to them, we were able to conduct qualitative research and interpret its results.
