Crowd DNA and Snapchat show how to think differently about Gen Z, who are prioritising authentic connection above all else…
Gen Z is the most documented generation of all time – and yet, their moods, mindsets and motivations often remain mysterious to brands.
This is why Crowd DNA and Snapchat partnered in early 2025 to dive deep into the ‘new news’ on Gen Z: who they are, what’s important, and how to connect with them. How we tackled it? A national qualitative and quantitative study of over 3,000 young Australians, with the first batch of insights presented by Crowd DNA on 27 March in Sydney at the first annual Snapchat Summit.
So, what is the ‘new news’ about Gen Z?
The mood is up
While last year’s report found that 8 in 10 Gen Z felt “negatively about the world today,” this year’s study shows Gen Z entering the conversation with positivity, passion, and purpose. ‘Grateful,’ ‘optimistic,’ and ‘motivated’ are the top three emotions they’re feeling in the wake of the COVID years – where everything finally feels like it’s returning to stability, and they’re able to look ahead with confidence.
Authentic connection is Gen Z’s biggest unmet need.
This means real people, real stories, real moments, real connection.
78% of Gen Z say: “So much in the world seems fake – I’m just looking for something real,” while 80% of Gen Z say: “When I am connected to my friends, I feel the most like myself”.
Authentic connection is not a fluffy marketing buzzword – it’s an incredible driver of purchase power, with friends being the most trusted influencers when it comes to personal decisions, shopping, and brands.
Charts from the Crowd DNA x Snapchat study
The best platform to cultivate authentic connection? Snapchat.
Of course, we partnered with Snapchat on this study, so take this with a pinch of salt. But the data was clear: where other social platforms are most closely associated with “killing time,” “sugary dopamine rushes,” or “perfect, polished content,” Snapchat stood out as the app Gen Z use on the go, the app that connects them authentically to their friends, and the app that helps them feel the most like themselves.
A few other takeaways from the study:
● They’re prioritising personal success over traditional ideals. Gen Z may have ‘old school’ goals like buying a house (it’s in their top three financial priorities for the next few years), but achieving personal goals – rather than hitting traditional milestones like securing a 9-5 job – is what brings them the greatest joy.
● They’re scrutinising what they buy – and why. In the cost-of-living crisis, attributes like cool factor, quality, and cultural relevance all matter more than ever. An overwhelming number of Gen Z now say, “I don’t care what brand I’m wearing, as long as the aesthetic is on point.” Affordable luxury is also here to stay, with 55% of Gen Z actively seeking high-quality products at accessible price points, and 61% preferring “good dupes” over premium brands – signalling a pragmatic approach to spending without compromising on quality.
● They’re sceptical of social media, but still crave connection. They’re chronically online, but chronically disconnected, with 65% saying, “my generation is lonelier than ever.” Algorithms are under fire, with 62% believing they are killing personal style, and the era of oversharing is over. Private one-to-one interactions are now the priority, with 69% saying, “I like expressing myself online but I don’t want to show the whole world – only my close friends.”
Want more on Gen Z and how to connect with them through social media, retail, beauty, fashion, gaming, entertainment and beyond? Contact Head of Agency & Cultural Strategy (APAC) Stephanie Winkler, stephanie.winkler@crowddna.com