3 Gen Z Myths Debunked
98% don't want to be influencers
Stop Marketing to the 2%
Your Entire Strategy Is Based on a Myth
If you're building your Gen Z marketing strategy around the idea that young consumers all dream of viral fame and millions of followers, we hate to break it to you, but you're wrong. While social media plays a huge role in their lives, only 2% of Gen Z actually want to be full-time content creators.
So why does it seem like every young person is trying to build a personal brand?
Because 66% of Gen Z sees social media as a career opportunity, not just a platform for self-promotion. They're curating their digital presence strategically, using it to showcase their work, connect with industry leaders, and land jobs. In fact, 37% believe social media is an easier way to find employment than traditional routes.
For Gen Z, content creation isn't about chasing clout—it's about career amplification. From TikTokers leveraging their platforms to score roles at top companies to LinkedIn influencers sharing industry insights, the goal isn't to be the next Alix Earle. It's to build a future where their online presence translates into real-world financial stability.
Instead of marketing to the 2%, smart brands are connecting with the 98% who see digital platforms as career tools, not just platforms for fame. This affects everything from product development to messaging. Stop using viral stardom as the prize in your campaigns or the aspirational endpoint in your storytelling. The real motivator for Gen Z isn't becoming the next social media celebrity—it's leveraging digital platforms for genuine career opportunities and financial stability. If your brand is still marketing to the mythical fame-seekers, you're missing the vast majority who are redefining success in the digital age.
The Lazy Generation Full of Hard Workers
Gen Z is Outworking You While "Quiet Quitting"
If you think your Gen Z co-worker is just scrolling through their phone, plotting their exit, you're missing the mark on an incredibly driven generation. Young workers aren't lazy, they're just choosing to work smarter, not harder, in a way previous generations haven't. While 71% of Gen Z prioritize work-life balance and value their mental health, that doesn't come at the cost of their career ambitions or your company's bottom line. In fact, Gen Z mirrors their grandparents when it comes to work ethic—but with a modern twist. They're fueling the viral "5-9 after 9-5" trend. Their hustle doesn't stop at the office. According to our latest insights report Gen Z and the American Dream, 67% prioritize hard work over luck, 62% are willing to relocate for a job, and 62% expect to need multiple income streams to achieve financial stability.
They're not stepping away from the workforce—they're redefining it. They want success and stability, with balance as the key to happiness. The companies that recognize this mindset will be the ones attracting the most motivated, ambitious talent as Gen Z charts their path forward.
Health Care is Climbing on Gen Z's Career Wish List
The Future Therapists, Doctors, and Health Tech Innovators You Keep Mistaking for TikTok Stars
Growing up during a global pandemic didn’t make Gen Z crave TikTok fame, it made them want to help. And when it comes to making a tangible impact, health care is their top career choice. We found that 16% aspire to work in health care—making it the #1 career choice—with only 6% wanting to be conventional doctors.
Rather than following traditional medical paths, Gen Z is drawn to health tech innovation, mental health counseling, wellness coaching, healthcare policy advocacy, and public health specializations. This shift reflects their deep understanding of systemic health issues and their desire to make wellness more accessible for all.
As one 18-year-old from Miami put it: "A lot of people are more depressed recently, but they're also talking about it more than they used to."
Gen Z has never been one to shy away from mental health discussions. Just as they've championed climate justice, they see mental health awareness as a defining generational cause. Whether increased anxiety and depression rates stem from social media or modern life realities, Gen Z isn't just debating causes—they're stepping up to be part of the solution.
Here’s your wake-up call: Gen Z isn't looking for fame; they're looking for purpose.
*This article was originally posted on Substack. Click HERE to subscribe