Against the backdrop of digital consumption, AI automation, and a growing loneliness epidemic, the aspects of living that connect us to our humanity and make us happy have changed greatly over the course of the past decade.
As a human connections company, World of Good Brands sought to better understand the role of authentic connections in the lives of today’s consumer. What types of connections are important to them? How are they building community? What types of products and experiences are they investing in to make them feel connected? And most importantly, what role can brands play in facilitating these connections?
Developed in partnership with leading Millennial and Gen Z trend forecaster, Cassandra (of the industry-leading Cassandra Report®).
Fielded April 19-May 2, 2024, the online quantitative survey includes a sample of 3,810 U.S. residents ages 18-54 with comparisons across various demographic groups, as well as WGB readers (Well+Good, OnlyInYourState, eHow).
STUDY DESIGN:
KEY TAKEAWAY #1
We’re Being Selfish About Our Happiness
People today are centering their own selves by prioritizing their happiness, investing in individualistic endeavors that bring them joy.
“I’VE BECOME MORE FOCUSED ON SELF CARE IN THE PAST YEAR”
GEN Z
77%
MILLENNIALS
82%
GEN X
79%
82%
of non-white individuals are focusing on their self care
vs.
77%
of white individuals
GEN ZS IN PARTICULAR
are more likely to seek joy with their purchases, embracing a YOLO mindset that’s ultimately about centering oneself.
“WHEN IT COMES TO MY [DISCRETIONARY] SPENDING, I LIVE BY THE IDEA THAT ‘YOU ONLY LIVE ONCE’”
GEN Z
62%
MILLENNIALS
59%
GEN X
48%
HALF
of Gen Zs agree
“I would rather dip into my savings to help pay for a large purchase than to not make the purchase at all” (49%).
KEY TAKEAWAY #2
We Need Encouragement When it Comes to Meeting New People
The pursuit of individual happiness exists alongside the loneliness epidemic, especially among Gen Zs.
3 IN 4 GEN ZS
agree they feel lonely all the time/sometimes (74%)—significantly higher than Millennials (62%) and
Gen Xers (57%).
But this also highlights an interesting juxtaposition with Gen Zs. They want in-person events, but also find their anxiety rises when they do attend.
ONE WAY
to ease their anxiety
is to provide calming spaces/areas
#3 in-person event type
Gen Zs want from brands.
Check out House of Good to learn more!
69%
of Gen Zs would attend an
in-person event to meet new people
vs.
67%
saying they feel anxious when attending in-person events
KEY TAKEAWAY #3
We’re Open to AI, But Still Wary
While all generations are wary of AI, Gen Zs are more open to its possibilities as they recognize they live in a rapidly advancing, tech-forward world. But there is a fine line when it comes to the information they receive and how much time they spend online relative to the help it brings to their lives.
MORE LIKELY TO BE WARY OF INFORMATION ONLINE BECAUSE IT CAN BE INCORRECT AND EASILY MANIPULATED (E.G. AI)
76%
GEN Z
GEN X
82%
MORE LIKELY TO TRUST AI LESS WHEN IT COMES TO FILTERING OUT INFORMATION COMPARED TO HUMAN MODERATION
GEN Z
62%
68%
GEN X
KEY TAKEAWAY #4
Consumers Are Looking to Brands for Connections That Go Beyond the Impression
Reach alone isn’t enough to drive sales anymore. Engagement is. And WGB consumers are most likely to seek brand support when it comes to forging (and maintaining) meaningful connections with others so they can feel human.
“I THINK THERE IS A ROLE FOR BUSINESSES AND BRANDS TO PLAY IN FOSTERING CONNECTIONS BETWEEN PEOPLE”
67%
WGB USERS
GEN POP
78%
“I WISH BRANDS OFFERED
MORE IN-PERSON PARTIES/
EVENTS/MEET-UPS”
57%
WGB USERS
GEN POP
75%
HOW TO CONNECT WITH US
For a deeper dive into the various connections that consumers (especially Gen Zs and Millennials) are seeking today, download the 2024 Make It Human Report for free here.
For more information, please email us at
makeithumanstudy@worldofgoodbrands.com.
