American culture remains in constant flux. Over the years, each generation has experienced changing values and behavioral traits shaped by wars, economics, new innovations and especially technology. These cultural upheavals are important for brand marketers as trends and emerging values require careful adaptation. In her new book, “Generations”, the psychologist Jean Twenge states “technology has completely changed the way we live, and the way we think, behave and relate to each other”. Twenge summarizes the special characteristics of each generation as a preface for her deep dive on how the behavior and attitudes of the current Gen Z youth have been affected by today’s polarized, angry culture:
- The Silents (b. 1925-1945) – initiated many key counter cultural social changes (e.g. civil-rights) in the late 1960’s (e.g. Beatles), but basically more traditional, had kids early.
- Boomers (b. 1946-1964) – dominated American culture and government, made cultural changes pioneered by the Silents mainstream, evolved from the rebellious ‘70’s to Reagan capitalism, more individualistic, big on drugs and divorces, emphasized freedom, put off parenting until their late 20’s or early 30’s.
- Generation X (b.1965-1979) – lived a faster life, grew up without stay-at-home parents, had sex and tried drugs earlier, then got married and had kids late. Twenge writes “Gen X extended adolescence beyond all previous limits.”
- Millennials (b. 1980-1994) – more narcissistic personalities, took a hit from the Great Recession but now doing well economically, took forever to grow up and not having as many kids.
- Gen Z (b. 1995-2012) – although growing up in prosperity, they are depressed, more emotionally affected by opinions they disagree with, see oppression everywhere and their smartphones have broken up their social and sex lives.
The Slower Life Of Gen Z
More than any other generation, Gen Z youths have grown up with a media culture that dwells on generating division and hatred. The current political culture magnifies a sense of menace, implying that other people and their values are toxic. Not surprisingly, their parents are hyper-cautious and often exaggerate the dangers of life. This culture has induced a general aversion to risk, with more self-protective codes of behavior and a more guarded lifestyle. For example:
- When Gen Xers were in ninth grade, 40% had had sex, compared to only 15% of Gen Y ninth graders in 2021.
- Only about half of Gen Z twelfth graders date, about the same as eighth graders in the early 1990’s.
- In 1991, 48% of eighth and tenth graders liked to take risks sometimes, but this number plunged to only 32% in 2021
Declining Trust Breeds Lower Confidence
A primary cause of this cautious and conservative disposition of Gen Z is the extraordinary deterioration of trust in our institutions over the past 20 years. This severe drop has had a powerful influence on this younger generation, making them more pessimistic and risk averse about the future.
The most prominent failure has been the sinking image of the Supreme Court. In 2002, 50% of Americans said they had a lot of confidence in the court, but this has dropped to only 25% (source: 7/22 Gallup poll). And this survey was taken before the disclosure of Clarence Thomas shamefully receiving expensive perks from the conservative donor, Harlan Crow, plus Thomas’ wife attending the January 6 riot and denying the 2000 election results. This decline in trust and credibility is also evident with other institutions over the past 20 years:
- Congress, from 29% in 2002 to 7% in 2022
- The Presidency, from 58% to 23%
- Organized Religion, from 48% to 31%
- Public Schools, from 38% to 28%
This trend is alarming for everyone, including branding professionals. Marketers will have to build stronger support for a brand’s promises to restore credibility. America has always been recognized and praised for its risk-taking, entrepreneurial spirit and “can do” determination, which has often been driven by our creative youth. A major culprit behind our toxic culture of politicization and anger is the misinformation spread on social media, which must be better controlled too.
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