Gen Z is poised to be the next generation of influential shoppers. They are expected to have significant spending power by 2026, so brands must cultivate brand loyalty and start building relationships early. There are over 1.2 billion Gen Zers globally. It’s estimated that they represent about $143 billion in annual purchasing power. This does not even include the products and services paid for by their parents and family. According to Oxford Economics, Gen Z’s purchasing power will reach $2 trillion in less than ten years. Gen Z’s importance for marketing and PR will only increase; in the US, Gen Z will make up 30% of the US workforce by 2030 and is estimated to increase their per capita annual expenditure by 70% between 2020 and 2025. Marketing and PR teams must start paying attention to Gen Z's purchasing habits and trends. This generation is already making waves culturally, and their shopping habits will significantly impact the future of retail, commerce, and B2B decision-making. Previous generations like Baby Boomers, Gen X, and Millennials have always influenced innovation and the economy, as well as how brands create products, communicate with customers, and set prices. Gen Z is already doing this, and the impact they are making is record-setting. Brands must start understanding how they shop, where they shop, and what they are talking about on their digital channels. Gen Z represents a lucrative opportunity for brands that can connect with them and influence their shopping habits. This generation is known for being savvy and resourceful in using social and digital apps. They are also highly independent and value transparency.

1. GEN
2022 TRENDS, ANALYSIS &
CONSUMER INSIGHTS

2. Gen Z is poised to be the next generation of influential shoppers. They are
expected to have significant spending power by 2026 so brands must cultivate
brand loyalty and start building relationships early.
There are over 1.2 billion Gen Zers globally. It’s estimated that they represent
about $143 billion in annual purchasing power. This does not even include the
products and services paid for by their parents and family. According to Oxford
Economics, in less than ten years, Gen Z’s purchasing power will reach $2 trillion.
Gen Z’s importance for marketing and PR will only increase; in the US, Gen Z will
make up 30% of the US workforce by 2030 and is estimated to increase their per
capita annual expenditure by 70% between 2020 and 2025.
Marketing and PR teams need to start paying attention to Gen Z's purchasing
habits and trends. This generation is already making waves culturally, and their
shopping habits will significantly impact the future of retail, commerce, and B2B
decision making. Previous generations like Baby Boomers, Gen X, and Millennials
have always influenced innovation and the economy, as well as how brands
create products, communicate with customers, and set prices.
Gen Z is already doing this, and the impact they are making is record-setting.
Brands must get a head start on understanding how they shop, where they shop,
and what they are talking about on their digital channels.
Gen Z represents a lucrative opportunity for brands that can connect with them
and influence their shopping habits. This generation is known for being savvy and
resourceful in using social and digital apps. They are also highly independent and
value transparency.
Methodology
Zeno created an audience of 250K Gen Z social profiles. We analyzed their top
interests and affinities and compared them against the general population to
better understand what makes Gen Z different from others. We also mapped the
conversation to the customer journey. Zeno used a combination of data from
Audiense and Infegy (May 2021 – April 2022) looking at Twitter, Instagram,
Reddit, and TikTok.
2022 GEN Z INSIGHTS & ANALYSIS 2
GEN Z 2022 TRENDS, ANALYSIS &
CONSUMER INSIGHTS

3. Gen Z TikTok usage continues to show huge growth in
the customer journey. They are vocal about the brands they
love and don’t hold back when sharing their experiences.
Brands must prioritize marketing campaigns that integrate
customer advocacy programs that reinforce repeat
purchases and word of mouth.
Gen Z values authenticity and community interaction, evident
from Reddit emerging as one of the top channels. Brands
need to consider non-traditional channels such as Reddit to
understand Gen Z user behavior and conversation. Buying
media placements and participating in AMAs will be an
effective tactic in reaching this audience.
The Gen Z customer journey expands across all emerging and
legacy digital channels like TikTok, Instagram, Twitter, and
Reddit. Brands must actively listen across these channels
and act on feedback to stay relevant. Additionally, brands
must get ahead of the ever-changing conversations and
align campaigns to trending topics to stay relevant.
Gen Z values brands that “walk the walk” based on their love
of sharing brand stories and participating in challenges. Gen
Z will buy from the brands with values that align with their
own, and they will tell others about their experiences. Brands
must showcase their values with authentic marketing
campaigns and messaging to reinforce their position and
drive brand loyalty.
Contrary to popular belief, Gen Zers do rely on traditional
news sources to stay informed about issues in their
communities and global events. Brands must integrate PR
programs with digital marketing initiatives to reinforce
company and brand messaging across all channels.
Female Gen Zers tend to be more vocal on Instagram (75%),
TikTok (69%), Reddit (67%), and Twitter (53%) in sharing
brand experiences.
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GEN Z ANALYSIS:
KEY TAKEAWAYS
2022 GEN Z INSIGHTS & ANALYSIS

4. GEN
AUDIENCE SEGMENTATION &
PERSONA ANALYSIS
From the analysis, we identified five core audience
personas, all with unique interests and affinities: Cultural
Trailblazers, Social Advocates, Serial Streamers, Sports
Junkies, and Modern-Day Romantics.
4
Sports
Junkies
Cultural
Trailblazers
Social
Advocates
Serial
Streamers
Modern—Day
Romantics
2022 GEN Z INSIGHTS & ANALYSIS

5. GEN Z PERSONA HIGHLIGHTS
From music and entertainment, to sports and social justice, enthusiastic Gen Zers dive into their
interests and causes with gusto.
Serial Streamers
Social Advocates
Modern—Day
Romantics
Cultural Trailblazers
Sports Junkies
Cultural Trailblazers
These trendsetters aren’t afraid to challenge the status quo.
Social Advocates
Social activism isn’t just a passing interest, but a way of life.
Serial Streamers
This segment can finish an entire series in one sitting.
Sports Junkies
Sports is their religion. Players are their heroes.
Modern-Day Romantics
They value simplicity and see the beauty in everything.
5
2022 GEN Z INSIGHTS & ANALYSIS

6. Cultural Trailblazers
SOCIETY & CULTURE
86%
of this segment are most
likely interested in:
3.4X
WORK & DATING
MUSIC
46%
of this segment are most
likely interested in:
3.1X
HIP-HOP & AWARDS
39%
of this segment are most
likely interested in:
ENTERTAINMENT
1X
MOVIES & TV
SPORTS
23%
of this segment are most
likely interested in:
.5X
BASKETBALL & NBA
EDUCATION
22%
of this segment are most
likely interested in:
.5X
HS & COLLEGE
More likely to be interested in these topics than the
general population.
TOP INTERESTS
19.8% 6.9% 6.5% 5.4% 4.5%
=
=
3.9% 3.4% 3.1% 3% 2.8%
TOP MEDIA AFFINITIES = Indicates if this segment over-indexes, under-
indexes, or is equal when compared to gen pop.
One who creates culture.
This crowd leads and ideates cultural change in real-time.
Music is what drives them and they over-index in listening to
hip-hop from all eras. They are "in the know" when new artists
come on to the scene and discover them on Spotify and Tidal.
They read CNN and The New York Times to stay current with
the latest news.
Top Emojis found in their content
51% female
6
2022 GEN Z INSIGHTS & ANALYSIS

7. Social Advocates
ENTERTAINMENT
36%
of this segment are most
likely interested in:
.05X
MOVIES & TV
SCIENCE
29%
of this segment are most
likely interested in:
2X
ENGINEERING
26%
of this segment are most
likely interested in:
EDUCATION
1X
COLLEGE & HIGHER ED
NEWS
25%
of this segment are most
likely interested in:
.5X
BREAKING, POLITICAL
MUSIC
21%
of this segment are most
likely interested in:
.5X
STREAMING APPS
More likely to be interested in these topics than the
general population.
TOP INTERESTS
46.8% 17.5% 17.2% 16.9% 12.9%
12.8% 12.2% 9.9% 9.3% 6.6%
TOP MEDIA AFFINITIES = Indicates if this segment over-indexes, under-
indexes, or is equal when compared to gen pop.
They demand change and won’t stop until it happens.
Social activism isn’t just a passing interest, but a way of life.
The social activist is someone who chooses to act on behalf of
others in order to create positive change. They consistently
stay up to date with societal and cultural issues and are
invested in making the world a better place for all humans.
Top Emojis found in their content
54% male
7
2022 GEN Z INSIGHTS & ANALYSIS

8. Serial Streamers
ENTERTAINMENT
54%
of this segment are most
likely interested in:
1.5X
MOVIES & TV
PETS
29%
of this segment are most
likely interested in:
.01X
DOGS, CATS, BIRDS
31%
of this segment are most
likely interested in:
EDUCATION
=
COLLEGE & HIGHER ED
SOCIETY
25%
of this segment are most
likely interested in:
2X
WORK, DATING
SPORTS
28%
of this segment are most
likely interested in:
2.3X
ESPORTS, BASKETBALL
More likely to be interested in these topics than the
general population.
TOP INTERESTS
10.9% 5.8% 5.65% 5.3% 5.23%
5.1% 5.1% 4.7% 3.91% 3.65%
TOP MEDIA AFFINITIES = Indicates if this segment over-indexes, under-
indexes, or is equal when compared to gen pop.
A remote and strong WIFI connection is all they need.
Serial Streamers can finish an entire series in one sitting and
are always on the lookout for their next streaming obsession.
They watch everything from Netflix and Hulu, to Amazon
Prime and Disney+. They talk about their favorite shows on
social media, often providing commentary and criticism on
the latest episode.
Top Emojis found in their content
=
54% male
8
2022 GEN Z INSIGHTS & ANALYSIS

9. Sports Junkies
SPORTS
59%
of this segment are most
likely interested in:
.05
NBA, WWE, SOCCER
ENTERTAINMENT
41%
of this segment are most
likely interested in:
2X
MOVIES, TV
37%
of this segment are most
likely interested in:
SOCIETY
1X
WORK, DATING, CULTURE
EDUCATION
33%
of this segment are most
likely interested in:
.5X
GRAD SCHOOL, ALUMNI
MUSIC
23%
of this segment are most
likely interested in:
.5X
HIP-HOP
More likely to be interested in these topics than the
general population.
TOP INTERESTS
37.9% 31.7% 21.2% 20.4% 19%
18.3% 17% 15.1% 8.7% 5.2%
TOP MEDIA AFFINITIES = Indicates if this segment over-indexes, under-
indexes, or is equal when compared to gen pop.
Winning is everything. Everything.
They live and breathe the NFL, NBA, and college sports.
Sports are their religion, players are their heroes, and they live
and die with their teams. They know every stat, player, coach,
trade rumor, and can talk your ear off about any of it. They
love everything about the game and are always looking for
someone to share this passion with.
Top Emojis found in their content
83% male
9
2022 GEN Z INSIGHTS & ANALYSIS

10. Modern-Day Romantics
ENTERTAINMENT
56%
of this segment are most
likely interested in:
4X
MOVIES & TV
EDUCATION
45%
of this segment are most
likely interested in:
2X
COLLEGE & HIGHER ED
42%
of this segment are most
likely interested in:
SOCIETY
1X
WORK, DATING
MUSIC
28%
of this segment are most
likely interested in:
2X
COUNTRY, STREAMING
SHOPPING
21%
of this segment are most
likely interested in:
2.3X
ONLINE, RETAIL
More likely to be interested in these topics than the
general population.
TOP INTERESTS
9.8% 9.2% 6% 5.6% 5.5%
4.3% 4% 3.4% 3.1% 3%
TOP MEDIA AFFINITIES = Indicates if this segment over-indexes, under-
indexes, or is equal when compared to gen pop.
They value simplicity and see the beauty in everything.
Their glass is always half full and they maintain a positive
outlook despite what's happening in the world. They read E!
News and People Magazine to stay up-to-date on the latest
celebrity gossip, but they also get their news from media
outlets like CNN and The New York Times.
Top Emojis found in their content
75% female
10
2022 GEN Z INSIGHTS & ANALYSIS

11. WHAT’S HAPPENING WITH GEN Z 28
CONCLUSION
How does Gen Z feel about Elon Musk?
Love him or hate him -- everyone’s talking, and they sure feel
passionate about it. Love him or hate him -- everyone’s talking, and
they sure feel passionate about it. Love him or hate him -- everyone’s
talking, and they sure feel passionate about it. Love him or hate him -
- everyone’s talking, and they sure feel passionate about it. Love him
or hate him -- everyone’s talking, and they sure feel passionate about
it. Love him or hate him -- everyone’s talking, and they sure feel
passionate about it. Love him or hate him -- everyone’s talking, and
they sure feel passionate about it. Love him or hate him -- everyone’s
talking, and they sure feel passionate about it.
ZENO ANALYTICS
Zeno uses data and analytics to create an unfair advantage for their clients.
28
At Zeno, we are data pioneers, and consistently push ourselves to discover novel & innovative
data sources and analysis methodologies that differentiate insights for our clients. We question
everything and trust nothing until we’ve explored every avenue of possibility to ensure
confidence & enlightenment.
We guide our clients through their data journey starting with analytics that inform the
positioning of a campaign or program. We identify core audiences, build data-informed
personas, analyze the competitive landscape, and identify whitespace opportunities to capture
momentum in the most saturated conversations. Through rigorous audience analysis, we achieve
a deep customer empathy, understanding any target demographic’s media consumption and the
topics, trends, and narratives that demand their attention. We are agile and can quickly deliver
analyses that convey the information our clients need when it is most needed.
The journey continues throughout the life of a client’s analytics program. We optimize our
platforms in real-time to ensure that we are maximizing performance across channels. This
approach also allows us the agility to pivot into new directions when opportunities arise.
As an agency, we are committed to delivering best-in-class reporting and pushing the envelope
of data storytelling. We move beyond traditional vanity metrics, developing custom metrics in-
house when appropriate to communicate the story of the data efficiently & holistically. We
leverage a proprietary measurement framework based on a scoring system which is consistent
across all of our clients here at Zeno. While the methodology remains the same, the structure is
flexible enough to include various data points and weight them differently depending on our
client's goals and objectives.
At Zeno, we are committed to helping our clients demonstrate business value from the
investments they are making into marketing and PR programs above all else. We will innovate,
communicate, and educate our clients through our expert consult & delivery of quality insights at
any phase of the data journey.
2022 GEN Z INSIGHTS & ANALYSIS

12. WHAT’S HAPPENING WITH GEN Z 28
CONCLUSION
How does Gen Z feel about Elon Musk?
Love him or hate him -- everyone’s talking, and they sure feel
passionate about it. Love him or hate him -- everyone’s talking, and
they sure feel passionate about it. Love him or hate him -- everyone’s
talking, and they sure feel passionate about it. Love him or hate him -
- everyone’s talking, and they sure feel passionate about it. Love him
or hate him -- everyone’s talking, and they sure feel passionate about
it. Love him or hate him -- everyone’s talking, and they sure feel
passionate about it. Love him or hate him -- everyone’s talking, and
they sure feel passionate about it. Love him or hate him -- everyone’s
talking, and they sure feel passionate about it.
DO YOU WANT THE FULL REPORT?
Please email Michael.Brito@zenogroup.com
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2022 GEN Z INSIGHTS & ANALYSIS