Announcing Redpoint’s *The Tea on Gen Z*
I could not be more excited to announce Redpoint's most comprehensive consumer report of the year — The Tea on Gen Z.
With this summer’s Barbietopia inspiring us all to reflect upon our own identities, values, and dreams, Redpoint began to wonder what shared truths might shape the world ahead and found ourselves continuing to come back to the role that the coming-of-age Gen Z will play in transforming the world as we know it. We were eager to get to know them – their habits, their priorities, their passions, and their fears. From how they shop and save to what they want out of their families and careers, their beliefs were foundational in enabling us to form a better understanding of who they are and what future they’re welcoming in, which we unpack in our foundational State of Gen Z report.
Our insights were derived from a quantitative cross-sectional survey of 268 US consumers ages 13 to 26, with the age range skewing 18+. The structured, self-administered questionnaire totaled 103 questions across eight sections that mirrored the subsections of our report: identity, education, career ambitions, existential concerns, wellness, content / culture, finances, and purchasing considerations. The results of this survey are broken down by section and presented through a series of tables, charts, and associated insights.
Given the richness of this data and our desire to do it justice in our presentation, we have elected to publish this natively on Redpoint’s content hub, Start, which I encourage you to explore here: The Tea on Gen Z (Redpoint Start).
Much of what we uncovered surprised us. From their perspectives on family formation (where only 50% indicated plans to have their own biological children) to their emphasis on economic opportunity (where 91% placed their finances and savings as a moderate to high concern), Gen Zers march to the beat of their own drum – and not to the tune that the media has written for them.
As arguably more diverse, independent, and inclined towards action than any prior generation, we have little doubt that Gen Z will play an active role in rewriting not only the rules but also their own reality. We’ve seen it in our family, been inspired by it in our friends, and continued to watch its growing influence across every corner of society. From our neighborhoods to the national stage, Gen Z is quickly growing into the ultimate curator of content, community, and culture – and we could not be more excited (albeit a touch terrified…) to see where they lead us next!