Gen Z's Activism: Bold Claims, Quiet Actions—
What's the Hold-Up?

Growing up amidst a cacophony of global challenges – from climate change and systemic inequality to mental health crises and social justice movements – Gen Z has been shaped by an acute awareness of the world’s pressing problems and their engagement with these issues is often marked by a pronounced sense of “wokeness”.

Yet, a massive paradox emerges when examining how this awareness translates into tangible action…

We took a deep dive into this realm through our Youth Matters Panel, and despite their vocal advocacy and significant emphasis they place on social justice, there is a significant gap between their expressed concerns and their concrete efforts to address these challenges. Whilst Gen Z is known all too well for their eagerness to champion causes and hold brands and institutions accountable, their personal commitment often falls short of the transformative action they advocate for.

While 97% of Gen Z are highly aware of social issues and 70% recognize the movements supporting them, only 60% profess to actively engage with and support these causes. However, it’s important to highlight that "claim" is the key term here.

When asked about the most effective ways to support social issues, our panel strongly endorses financial contributions and physical volunteering/community service. Given this recognition of effective methods, one would anticipate a corresponding commitment to these actions. Yet, only 11% engage in volunteering/community service, and just 8% participate in donations or fundraising efforts. This discrepancy highlights a troubling trend: a generation that frequently overclaims their involvement.

35% deem their valiant efforts to “spreading awareness” and “starting the conversation” - expected from this generation as they often equate their online engagement with real impact. This commitment, while commendable in spirit, remains confined to safe spaces and often amounts to little more than keyboard activism. Ironically, they are also a generation acutely aware of the lack of follow-through impact from digital/vocal activism…

Whilst there’s undoubtedly a gap between their concerns and actions in supporting these causes, it’s clear that the issues are still deeply felt. Our Gen Z panellists have shared the social challenges that weigh heavily on their minds, they see as the most pressing in today’s world: At the forefront, tied for first place, are the unemployment crisis and gender inequality, both at 16.70%. For today’s youth, unemployment is not just a distant worry; it looms ominously, overshadowing their aspirations and financial security. This crisis transcends mere statistics; it embodies a genuine anxiety about their job prospects and the economic stability of an unpredictable world.

Closely follow by the pressing concern for mental health, rated at 16.64%. This generation is highly attuned to their mental well-being, navigating a turbulent landscape fraught with obstacles - ranging from societal expectations and pressures, to the blurred boundaries between reality and the digital realm. They understand how precarious mental health can be, particularly when confronted with economic instability and social issues largely beyond their control. As they wrestle with these external pressures, it becomes evident that their mental health struggles are intricately linked to their broader economic anxieties, creating a cycle of dissonance that complicates their ability to take meaningful action.

Climate change and environmental degradation also weigh heavily on their minds, coming in at 16.05%, alongside the distressing issue of gender-based violence at 15.76%.

When asked on a more personal level,  which issues resonate most deeply with their individual experiences and concerns, mental health tops the list (17,11%), followed closely by unemployment (16,89%).

 Despite the significant personal concern towards mental health, it’s evident that economic anxieties dominate their thoughts with 63% expressing feelings of powerless in a world where many challenges seem beyond their control. 40% of our panel believe corruption will always win, contributing hugely to their sense of disillusionment and helplessness

This overwhelmed generation is marked by anxiety, information overload, and a risk-averse nature, these traits are clearly reflected in their approach to activism. However, they are also renowned for their boldness and individuality - qualities that are strikingly absent here. Their online activism reveals a cautious, conformist approach, contrasting sharply with the boldness and distinctiveness typically associated with them.

This has led us to a host of new questions about the complexities within this generation.

     By offering broad support to countless causes, are they in fact avoiding taking a definitive stand on any one issue?

     Is the fear of backlash and cancel culture so overwhelming that they shy away from championing their own individual interests and passions?

     Or have they witnessed so many failures and negative consequences that they’re reluctant to take risks?

What is clear is that they seem unwilling to position themselves at the forefront of any fight, preferring to stay out of the line of fire rather than confront challenges head-on.

Gen Z is ferocious when it comes to their expectations for brands to be authentic and aligned with their values. While their heightened social consciousness is a testament to their informed nature and pursuit of ideals, there remains a critical opportunity for this generation to bridge the gap between their “values” and their actions. This generation places immense importance on “being part of something bigger” and finding genuine community and belonging. For brands and companies, this trend presents both challenges and significant opportunities. By championing a single, well-defined social issue, brands can not only meet these expectations but also distinguish themselves as genuine allies. This focused approach not only clarifies the brand's commitment but also encourages Gen Z to engage more naturally and meaningfully, fostering a sense of real community and shared purpose.

By doing this, we hope brands can inspire this generation to take a stand and align their personal actions with their values, bridging the gap between their ideals and tangible impact and motivating them to be authentic and proactive in their support. They need to know, it is okay to say no…

Will this shift towards meaningful, cause-driven engagement with brands challenge this generation to move beyond digital activism and embrace real-world impact?

Time will tell.

Written by,

Jessica Lyne
YDx Research Analyst