Generation Z women, ranging from 16 to 23 year old, shared their personal views about a range of areas in a recent Meredith Data Studio and Harris Poll, particularly describing how COVID-19 is impacting their lives. While most believe their lives have been put on hold, this generation of women remains enthusiastic about building their lives in the new normal.
Of those surveyed, 77% feel there will be a long term impact of COVID-19 on their world view, and 70% feel the pandemic brought racial injustice in this country to the forefront.
While Gen Z is seen as our country’s most multi-cultural generation, six in ten Gen Z women said they have been discriminated against because of their race. 82% of them believe, “Racial equality is more important to our country now than ever before.”
These experiences are translating into actions and opinions by the Gen Z women. 76% say, “I would like to see more women of color embraced in companies’ services and products, not just their marketing.” Going one step further, almost eight in 10 broke up with a brand for a range of reasons that includes the brand’s price, racial discrimination and labor practices. 50% have called out a brand that for behaving unethically.
The poll went on to explore prospects for the future. 31% put financial independence at the top, followed by travel (27%) performing well in school (26%), prioritizing their wellness—both mental and physical (24%), and finding a fulfilling career (20%) being their lowest priority. A clear majority of 78% feel pressure to have their lives in well order by the age of 30!
Buying a house (32%) was the top goal to achieve by age 30, while finding a spouse/partner (16%) and starting a business (15%) were at the tail end.
In the area of COVID-19 24% revealed that their overall mental health has declined and 38% shared that the pandemic has given them anxiety. About a quarter indicated that they now value stability as a result of the pandemic. Most notable was that almost three quarters of them agree that focusing on mental health in equivalent to the time spent at a gym would put everyone “in a better place”.
This comprehensive surveyed also delved into career and family, as well as Gen Z women’s view on social media that is now seen as an important information channel today. 78% are open to trying other social media platforms, and they express a duality of saying social media is essential (83%), but 86% view it as dispensable. This was explored in greater detail, specifically to views on individual platforms.
The Meredith Data Studio and Harris online survey within the U.S. was conducted from June 15th to the 23rd with 2,707 women participants 16 years and older, of which 1,201 were Gen Z women. The poll included high school and college graduates and a diverse range by race and sexual orientation, among other factors as well.
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