The Authentic Evolution:
Gen Z’s Leap from Youth to Adulthood

In our recent conversation with the Youth Matters panel, we explored the evolving landscape of ‘youth lingo,’ seeking to understand how today’s generation defines themselves and the language they use to navigate their realities. What emerged was both eye-opening and, in many ways, expected: the youth are not what we often assume them to be. They are not simply ‘young’ - they are adults, in every sense of the word, already deeply engaged in the act of “adulting.”

A staggering 90% of youth consider themselves to be actively adulting, but not in the traditional sense of having financial stability or homeownership, yet. They are self-declared old souls - wise beyond their years, shaped by harsh realities, yet resilient and optimistic about the future they are carving for themselves. They may not fit the conventional markers of adulthood, but they are mature, self-aware, and determined to navigate life on their own terms.

One of the most striking insights came from our exploration of the term ‘woke.’ While the word has been co-opted and diluted in popular culture, for today’s youth, being woke is not a catchphrase but a lived experience. They see it as inherent to their generation - a product of simply living authentically in today’s world, understanding both privilege and struggle, and standing for what matters. For them, being ‘woke’ is less about a label and more about action - about living intentionally and with awareness, standing for something, but not for everything.

The youth are equally clear on what they value most: authenticity. They demand it, not only from themselves but from everyone and everything around them - friends, family, and brands at large. To them, authenticity means being raw, true to one’s beliefs, and unwavering in the face of external pressures. They expect brands to embody these same qualities - relatable, transparent, and committed to something bigger than themselves. Whether it’s through social responsibility, strong values, or giving back to the community, these qualities are seen as "green flags" by the youth, signalling brands that align with their own values and earn their trust, and a seat at their table.

When it comes to personal relationships, the youth’s tribes are smaller and more selective. Nearly 70% consider their close friends and family as their tribe, with mothers often being their number one ‘safe space.’ What allows someone into this circle? Loyalty, unconditional support, and shared values. These same "green flags" are what the youth look for in brands - brands that demonstrate loyalty, authenticity, and a commitment to something meaningful. When a brand embodies these qualities, it earns a place in their world.

In short, the youth don’t want to be treated as naïve or immature. They are adults, living in a world that demands resilience and authenticity. While they may not fit the traditional mold of what society has defined as adulthood, they are redefining what it means to be grown-up, and they are doing it on their own terms. It’s time we start seeing them for who they truly are - and engage with them in a way that acknowledges their realities.

Written by,

Jessica Lyne
YDx Research Analyst