Her Gen Z World

Girl Up teamed up with research partner BAV on a new report titled “Her Gen Z World” that reveals globally, Gen Z girls are driven by social activism and seek companies willing to take a stand on social issues. Girl Up designed the survey in partnership with its Teen Advisors and as a result the findings include Gen Z girls’ opinions on global citizenship, gender equality, gender and identity, media, mental health, STEM and education, and more. The study takes a deeper dive into the mind of Gen Z girls ages 14-19 from the U.S., U.K., Colombia, Mexico, Spain, India, and China.

The survey shows that the Gen Z girl generation is living the difference they want to see. Key findings include:

  • 70 percent of survey respondents believe their lives need to make a difference in the world.
  • 65 percent of Gen Z girls feel it is important for companies to take a stand on social issues.
  • In addition, 65 percent say buying from brands that give back to their community is important, while 72 percent agree it’s important to buy products or services from brands that are environmentally friendly.
  • While Gen Z girls around the world see social media as a platform for social good, 49 percent of respondents do not see social media celebrities as a trusted source of information.
  • Gen Z girls hold strong values but are open to new ideas and are actively building political bridges with 67 percent of girls responding that they would be friends with someone with opposing political views.

Amid the current surge of girl power and activism, Girl Up is uniquely positioned to navigate the intersectional identities of this dynamic generation. Girl Up works with girl leaders and changemakers through its more than 2,000 Clubs in 100 countries. As a girl-led organization, Girl Up designed the research in partnership with its Teen Advisors, and as a result the findings include Gen Z girls’ opinions on global citizenship, gender equality, gender and identity, media, mental health, STEM and education, and more.

The “Her Gen Z World” report, created in partnership with Y&R’s BAVGroup and Berlin Cameron, illustrates high level “contradictions” in each key topic area in further detail. The report contains additional findings and supporting data segmented by country (age, religion, rural/suburban/urban segmentations are available upon request).

Beyond a detailed look at the Gen Z girl, the report leverages the BAV® approach to brands to identify opportunities and inform strategic solutions for brands looking to engage with Gen Z girls.

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For parties interested in really diving deeper into this demographic, the full report is available for purchase. For more information please contact Girl Up Advancement Specialist Carol Cropp at ccropp@girlup.org.