Real Talk: Vol. 1
A Quantitative Zenerational Study

Ever found yourself trying to understand what's up with Gen Z? You're not alone, and guess what? You're in the perfect spot to get the answers. Real talk, we know our generation hasn't exactly handed over a user manual for our culture, so we're here to be your translators.

Now, you're probably wondering what we did to help break down a culture of chaos... Well, we dived into the essence of the youth scene by gathering responses via an online survey. We peeled back the layers on youth culture, spotting gaps in trends, values, and vibes between Gen Z and the OGs (that's Millennials and older generations, FYI). These were identified from extensive primary and secondary research conducted between 2020 and 2022, covering areas from Work and Mental Health to Spend, College, Entertainment, Trust, Beauty/Fashion, Family, Food/Snack, and the often divisive Politics. But here's the lowdown: Our survey was filled out by those in the United States who are 18 and up. The survey was quick and snappy, clocking in at 10-12 minutes, with a stacked sample size of 1,447 responses. Our journey through youth behaviors and attitudes on these 10 key topics...? Let's just say, brands, you don't want to miss these insights—it's the real deal.

What was our mission? We wanted to explore youth culture with Generation Z—those born between 1997 and 2012. All 689 of our responses are Gen Z! But here's the real kicker: they were spread out evenly across the United States, with 26% repping the West, 27% holding it down in the Midwest, 24% bringing the heat in the South, and 23% repping the Northeast. But wait, there's more—the Gen Z squad breakdown shows 49% identified as males, 47% females, 3% as non-binary/third gender, and 1% preferred not to disclose.

Our very own Debbie Yount, the Paul D. Massad Endowed Chair of Strategic Planning at Gaylord College of Journalism & Mass Communication at the University of Oklahoma, took the stage to lead a nationwide comprehensive Gen Z exploration in 2022. While Debbie Yount led the research initiative, she also assembled the dream team with Colin Parajon, Steven Riskey, Pattye Moore, and a whole squad of Gaylord College legends, alums, staff, and students, bringing the energy throughout the two-year research ride. But here's the game-changer: our study isn't just about watching Gen Z from the sidelines. Oh no, we're taking it a step further by translating our insights into valuable resources for brands to align with, understand, and navigate the ever-evolving world of youth culture.

Our 10 Key Topics