YOLO is looking different for Gen Z’s

In a world that has seen profound shifts in how we experience and interpret happiness. Gen Z,  who we term the “One-Lifers”, stand out with a refreshing take on living life to its fullest…

In recent years, a notable shift has occurred among Gen Z, marking a departure from traditional substance-use as a means of coping or seeking heightened experiences.

Contrary to the long-standing stereotype of youth rebellion, often characterized by excessive or mindless alcohol and drug use, Gen Z is increasingly gravitating toward healthier and more meaningful ways to achieve fulfilment and joy, carving out a new path defined by a broad spectrum of authentic and meaningful experiences. This shift isn't just a whimsical change; it reflects deeper, systemic changes in how young people engage with their world.

At YDx, our Knowledge Bank offers a comprehensive collection of resources that delve into and substantiate this shift, exploring the complex factors driving these changes  - such as a 2023 report from the National Institute on Drug Abuse, revealing that rates of substance use among teenagers have significantly declined over the past decade. Unlike previous generations where a “high” was often gained through recreational substance use, or linked to traditional milestones like career achievements or material success, Gen Z is discovering fulfilment through a multifaceted lens.

Many Gen Z individuals are finding purpose and pleasure in alternative activities that promote their overall well-being. Rather than resorting to substances, Gen Z is leveraging from a range of wholesome experiences, such as exploring new hobbies, travel (also seen in a new term called “Dry-Tripping), fostering meaningful relationships, mindfulness practices, upskilling, creative expression, engaging in social justice causes, and the list goes on…

Being the Digital-Natives that they are, social media platforms like TikTok and Instagram have popularized these alternative activities alongside pushing mental health awareness and self-care routines, contributing further to the cultural shift of prioritizing ones’ mental well-being over resorting to substance use. The internet isn’t just a tool for Gen Z, it’s an ecosystem and their second home. They thrive in virtual communities where connections are formed not by geographic proximity, but by shared interests and passions. This power of connectivity serves as another alternative ‘high’ in the sense of Digital Euphoria.

Another fascinating aspect of Gen Z’s approach to fulfilment is their emphasis on authentic experiences over material wealth. 75% of Gen Z’s prefer spending on experiences rather than products, highlighting a profound change in how satisfaction is sought. This preference is not just about rejecting materialism, it’s about a deeper search for meaning - they are driven to “fill their cups” in ways that resonate deeply and authentically, prioritising experiences that foster personal growth and contribute to a broader social impact.

In a time when the nature of reality can seem increasingly warped and complex, Gen Z is committed to “live life with their eyes wide open”. They are determined to see the world clearly - refusing to let substances or superficial distractions further cloud or have influence on their perceptions and interactions with the world around them. This clarity enables them to confront challenges head-on and make choices that align with their deepest values, ensuring that their pursuit of fulfilment remains as genuine and meaningful as their individual aspirations.

This evolving perspective suggests that we should reconsider how we view youth behaviour. Rather than perceiving them as rebels, it is more accurate to recognize them as pioneers of a new, health-conscious approach to life’s challenges and joys. By celebrating their innovative approaches to finding happiness and fulfilment, we can better understand and support this generation’s quest for a meaningful life. For brands and companies, this calls for adapting new strategies to align with Gen Z's values: prioritizing authenticity, sustainability, and well-being in products, added experiences and messaging. Embracing these shifts not only meets their needs, but can also position businesses as forward-thinking allies in their pursuit of a more enriched and balanced lifestyle.

Written by,

Jessica Lyne
YDx Research Analyst