Gen Z in 2022
Culture, Commerce, and Conversations

CONFIDENTIALTABLE OF CONTE NTSIntroduction

3

Chapter 1

Championing Authenticity

5

Chapter 2

Communicating Expressively

11

Chapter 3

Shopping Interactively

16

Chapter 4

Prioritizing Connection

21

Things to Remember

262Introduction

At Snap, we aim to listen to and understand ouraudience, and Gen Z is an important part of that.
We surveyed 16,000 people across 16 markets,with nearly 5,000 of them being Gen Z, and held
more in-depth discussions with selectparticipants and their friends. Additionally, we
spoke to academics and youth experts,
uncovering their predictions for the future ofculture.

It’s no secret that the world is at an in lection
point. Not only is Gen Z paying attention to thischange, but they’ve made it their personal
responsibility to make the world a better place.

We found that the last two years haven’tchanged who Gen Zs are so much as how theyshow up. Like millennials, Gen Z is distinguishedby their kindness, creativity, and a sense ofhumor. But for Gen Z, values such as peace andequality are of greater importance. These values
have moved to center stage for them, toin luence how they interact, not only with theirfriends but also with brands and their wider
community. Beyond this, they’re placing evengreater emphasis on having fun, accomplishing
their goals, caring for their health & wellbeing,
and building relationships.1

Here we will outline the shifts that Gen Z isleading and how brands can adapt e ectively to
Gen Z’s outlook.

Gen Z is evolving many aspectsof how we live — from how weconnect and communicate, to
how we consume.

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N =4,778, 25+ N= 11,222 | Q: How, if at all, has the importance of these values
changed for you since before the pandemic? | Q: Which of the following issues
are most important to you?

f

ff

f

3

Insights into

Gen Z

4

Chapter

01

Championing
Authenticity

5

Gen Z is embracing whothey truly are, despitepressures of expectation.
For nearly half of Gen Z "being true to who I am"
has become even more important to them overthe last two years. Gen Z is signi icantly more
likely than millennials and Gen X to say this.1
Gen Z is at the center of a growing desire for authenticity in society atlarge, a desire which is increasingly giving shape to our methods ofdigital communication. This generation is driving a shift toward greatertransparency, reimagining online life as something that feels real,
ful illing, and genuinely fun.

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778 | Q: How, if at all, has the importanceof these values changed for you since before the pandemic?

f

f

6

Gen Z is

1.6x
more likely than millennials and Gen X to say"worrying about what others think of me" is a
cause of stress.1

56%
of Gen Z feel they get stronger and grow fromchallenges. They’re signi icantly more likely to
say they are excited to grow and explore theiridentity compared to millennials and Gen X.2

One thing that distinguishes Gen Z from older generations
is a sense of resilience. To them, challenges are a chance
to grow and discover new parts of themselves. They’re
excited by opportunities to get stronger and they’re on
the lookout for positive environments in which to do this.

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778 | Q: What are the main causes of stress in your life?
22022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778, 25+ N= 11,222 | Q: We're going to present you with afset of statements. For each pair, please use the scale to answer which you agree with most.

7

69%
of Gen Z focus on using apps that feel like positiveenvironments.1

71%
of Gen Z say they focus on living in the moment.2
Snapchat has always been a place for people to live in the moment, express
themselves, and have fun together. For Gen Z, being able to do this is a chanceto escape the external pressures of expectation that weigh heavily on theirgeneration and explore themselves on their own terms.

“I feel people are more themselves now. You
don’t have to like who I am, but that is ok.
You don’t have to change for someone else.”
Gen Z, Netherlands, 21

Rather than putting on a brave face, they’re building spaces in which they feel
supported. The content they share re lects what life is actually like, andSnapchat is the #1 app where Gen Z enjoys sharing real-life moments.3

1 22022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778 | Q: Please tell us the extent to which you agree ordisagree with the following statements about your feelings and emotions.
32022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z - Daily Snapchatters = 2,092 Daily TikTok = 2,223 Dailyf

Instagram = 2,150 Daily Facebook = 1,227 Daily Messenger = 1,088 Daily Whatsapp = 1,554 Daily Twitter = 1,101 | Q: Which of the following
moments do you enjoy sharing or celebrating on each app? Please select all that apply. (NET: Funny / random things that happen
during my day, moments that capture what my life is actually like.)8

“Snapchat makes me feel happy and healthy...
Without [it], I’d feel much lonelier anddisconnected from the world and my friends
and family. The use of group chat, the ability tosend pictures, and to reply to stories, all of
those features feel super personal and help me
keep in close contact with my loved ones.”
Gen Z, 23, UK

9Gen Z is showing up
differently, and soshould brands…

“Gen Z are so self aware... they reallygrew up online with the explosion ofdigital spaces. They speak openly
about how it impacted them and theirrelationships with older generations.”
Iona Literat, Gen Alpha & Gen Z Tech Expert

Brands have to accept Gen Z for who they are and consider ways toembed themselves seamlessly into this generation’s everyday
conversations. Gen Z is looking for brands that can complement the
spaces they are creating — spaces that are supportive and encourage
self-expression and self-exploration. Brands should look to sharecontent that authentically portrays who they truly are and what theystand for. Remember — openness and transparency are key for this.

10Chapter

02

Communicating
Expressively

11

Gen Z is choosing
to communicate
more visually.

95%
have used visual communication whenmessaging friends.1

2 in 3
Gen Z use visual communication to
make connections more personal.2

We’re living in the era of visual communication, and Gen Z
is a key player in this. With visual communication, Gen Z isbuilding stronger relationships and connecting in waysthat are both more creative and expressive.

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778, 25+ N= 11,222| Q: Thinking about all apps you use, which of the following things relating to visual messages(e.g. pictures, videos, ilters / lenses, emojis / bitmojis) have you ever done?
22022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778 | Q: Why doffyou like sharing / receiving visual messages (e.g. pictures, videos, ilters / lenses, emojis /bitmojis) on apps? (NET: feel more personal, make it easier to build stronger connections /relationships, help me to feel more involved in my friends’ lives, even if I'm not there).

12

Nearly

3 in 5Gen Z use digital avatars and Bitmojis tohelp them express themselves.1
Nearly60%
of Gen Z say AR experiences feel more
personal.2
From Bitmojis and emojis to GIFs and AR, Gen Z is the true “digital
native” generation and things are evolving fast. AR, speci ically,
allows for even greater personalization, with new and exciting
opportunities for brands to relate to their consumers.

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778 | Q: Please tell us the“Snapchat feels much more immersive andpersonal than other apps. I love the way that you
can create a picture, send it to a group chat witha personal caption and ilter that makes it much
more unique — no other app can really do that.”
Gen Z, 23, UK

extent to which you agree or disagree with the following statements about your feelings and emotions
22022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778 | Q: How much do you

agree with the following statements about Augmented Reality (AR) in general?

f

f

13

The way that Gen Z is connecting with the world around themis becoming even more immersive. Gen Z is leading the way inusing AR to play games (1.3x more likely than millennials and
Gen X), enhance their entertainment experiences (1.2x more
likely than millennials and Gen X), and learn new skills (1.2xmore likely than millennials and Gen X).1 The majority of Gen Z
feels that AR has the power to bring them an enhanced
personal connection with the brands they follow.2“Pictures and videos are a more inclusive way ofcommunicating. It allows me to take my friends
with me and show them what I'm up to instead ofjust telling them, which keeps us connected andmakes interaction more authentic.”
Gen Z, 19, Germany
12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778, 25+ N= 11,222 |Q: ...and which of these AR experiences have you already done? Used AR to…
22022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778 | Q: How much do you

agree with the following statements about Augmented Reality (AR) in general?

14

There are a few things
for brands to consider
in this world where
photo and video rule…
Gen Z embraces visual communication — it’s a way to build
more personal connections and enjoy immersive experiences.
To connect with Gen Z, brands will do well to adapt and build
a strategy around a camera- irst mentality.

f15

Chapter03

Shopping
Interactively
16Interactive andpersonalized shopping
experiences are a must.

92%of Gen Z are interested in using AR
for shopping.1

Over half of Gen Z say they’d be more
likely to pay attention to an ad thatincorporates AR.2

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778| Q: One way
augmented reality (AR) could help you is by assisting you in your shopping experience. What are
the reasons why you’d want to use AR for shopping? (NET: All responses)
22022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778 | Q: Howmuch do you agree with the following statements about Augmented Reality (AR) in general?

17

41%
of Gen Z like to experiment with aspects of
their look or appearance. They’re more
likely than millennials and Gen X to do this.1

Gen Z is also rede ining how we shop, turning to AR to get
inspired, experiment with their look, and try on potential
purchases before they buy. This is part of a more general trend
Gen Z is leading, where shopping is not only becoming moredigital but also more interactive and personal. Gen Z is more
likely than millennials and Gen X to buy an item that they’ve
experienced irst using AR and feel it is important that brands
o er immersive experiences.2

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778, 25+ N= 11,222| Q: We’regoing to present you with a set of statements. For each pair, please use the scale to answer which you
agree with most.

Gen Z, 15, Australia

ff

f

f

22022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778, 25+ N= 11,222

ff| Q: E2.
Now, thinking about the way you shop, which of the following do you do more of now compared to before
the pandemic?

“I see brands on my friends’ private
stories when they’re opening shopping
hauls they’ve got in the post — it inspires
me to buy stu from those brands too.”18

Not only does shopping with AR allow Gen Z to identify the sizeor style that suits them, but it also creates a more fun and social
experience. For Gen Z, AR is a way to enhance the shopping
experience, making it more convenient and more connected.

“Whenever my friends or I buy something, newor second hand, we send each other snaps with
pics of it. We naturally mention where we havebought it and which brand it is.”Snapchat is increasingly somewhere toexperience and share the joys of
shopping — it is the #1 platform where
Gen Z enjoys sharing purchases they loveor when shopping.1

Gen Z, 24, Norway
12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z - Daily Snapchatters = 2,092 Daily

TikTok = 2,223 Daily Instagram = 2,150 Daily Facebook = 1,227 Daily Messenger = 1,088 Daily Whatsapp = 1,554
Daily Twitter = 1,101 | Q: Which of the following moments do you enjoy sharing or celebrating on each app?
(NET: When I’ve bought something I love, When I’m shopping)19

Brands can harness
the power of AR toengage Gen Z in more
immersive ways…
Gen Z is looking for fun and social experiences when they shop, and
63% of them feel AR is going to make life easier.1 Brands need to invest
not only in AR experiences but ways of standing out as this techcontinues to grow.
AR has the power to re-center the shopping experience entirely aroundthe individual consumer. Gen Z is starting to expect this from theirbrands. They want to seamlessly interact with, try on and purchaseproducts, and share the experience with their friends.

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778 | Q: How much do you agree with thefollowing statements about Augmented Reality (AR) in general?

20Chapter

04
Prioritizing
Connection
21

Gen Z cares about thewider social implicationsof their actions.

70%of Gen Z value actions that bene it the collective.1

They see, for example, AR as shopping tools to reduce carbon
emissions and lessen their personal environmental impact. It’s also atool for them to explore places around them. Gen Z is increasingly
focusing on the collective good, with Gen Z signi icantly more likely tofeel speaking up about social and political issues has become more
important in the last two years.2“One issue I am passionate about and havebeen involved in lately is reuse. I feel that I canmake a di erence, and that I inspire others
when I snap this week's secondhand bargain
from the app Finn to friends and family.”

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778 | Q: Which of these are important to you? Please select all that apply.

(NET: Reducing my environmental impact, Speaking up about social / political issues, Supporting my community and taking time to help others around

Gen Z, 24, Norway

me, Being open to learning from others and respecting di erent cultures).

22022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778 | Q: Which of these are important to you? Please select all that apply.

(NET: Reducing my environmental impact, Speaking up about social / political issues, Supporting my community and taking time to help others aroundme, Being open to learning from others and respecting di erent cultures) | Q: What are the reasons why you’d want to use AR for shopping? | Q: How, if

f

f

ff

ff

ff

at all, has the importance of these values changed for you since before the pandemic?

22

71%
of Gen Z plan to spend more timeconnecting in-person than before thepandemic.1

Gen Z invests time in both self-care and collective care. In fact,
3 in 4 agree that connecting with close friends is the simplest
way to feel happier, and nearly 3 in 5 connect with those close
to them or their communities to deal with stress.2“Connecting with other people
is the most important thing
we can do on this planet.”
12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778 | Q: Compared to

Gen Z, 22, USA

before the pandemic, which of the following do you plan to do more of in the future (assuming there areno travel restrictions in place)? (NET: Going out and meeting new people, Hanging out with my family,
Attending in-person events)
22022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778 | Q: Please tell us theextent to which you agree or disagree with the following statements about your feelings and emotions. |Q: Which of the following do you currently do to help you deal with stress?

23

This desire for deeper relationships extends to how Gen Z
relates to brands.

More of Gen Z has a digital relationshipwith brands than before the pandemic,
and the majority of them now see it asincreasingly important for brands to build
meaningful connections with them.1
Brands play a really important role in the social life of Gen Z —with just over half connecting with others over brands they like.2

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Gen Z N = 4,778| Q: Now thinking more generally“For me, it’s important that a brand shares
the same values that I have. Credibility isalso super important. That’s the key word
for me — how credible is the brand?”- compared to before the pandemic, which of the following have become more important to you when choosing
brands to purchase products from? (NET: Makes me feel like I’m part of a community (e.g. through in-person events or

Gen Z, 23, Germany

a platform built around sharing ideas and reviews),Makes me feel like I’m making a di erence in helping them grow,
Incorporates my feedback / lets me have a say in the products they create, Helps me live up to my values).
22022 Global Crowd DNA Study commissioned by Snap Inc. |Base: Gen Z N = 4,778 | Q: How do you typically show

loyalty to brands you like? NET: I talk about the brand with my friends and family, I like to connect with other people
who share my love for the brand (e.g. social groups on apps)

ff

24

In light of Gen Z’ssocial values, there area few things for brands
to consider...
More and more, consumers are expecting the worldviews of thebrands they purchase to align with their own.

Gen Z, in particular, is looking to buy into
brands they can support, promote, andstand behind. It will work well for brands ifthey are open, honest, and clear about theirvalues, motivations, and goals.
Brands also can help build communities. Gen Z enjoys talking topeople who share their love for a brand. Harness this — facilitate
interconnections by giving people content they feel they can talkabout and share.

25

So, these are
the things toremember…

26

1. Gen Z is leaning into
their authentic selves.
When it comes to their identity, Gen Z is exploring who they
truly are — vulnerabilities and all. They seek freedom to do this,and Snapchat provides a positive space for exactly that.

2. From Bitmojis and emojis to
GIFs and AR, this generation
loves creative communication.
For Gen Z, interaction is vitally important, regardless of how far
apart they may be. Visual communication lies at the heart of theirinteractions, providing the ability to build deeper relationships.

27

3. This generation isreshaping the
shopping experience.
Commerce is changing. Gen Z is turning to AR toexperiment with their looks, try on products before theybuy, and share the experience with their friends.

4. Gen Z is prioritizing
the greater good andbuilding community.
In doing so, they’re recognizing the bene its theirconnections — with family, friends and brands — can bring.

f28

Connect with thegeneration that's
evolving everythingfrom how we
1communicate to
how we shop andshow up.

THE GEN Z REP ORT

MET HODOLOGYThe Gen Z report, a Snap Inc. and Crowd
DNA collaboration, examines the behaviors
and values of Gen Z in Australia, Brazil,
Canada, France, Germany, India, Italy,
Mexico, Netherlands, Norway, Saudi Arabia,
Spain, Sweden, United Arab Emirates, United
Kingdom, and the United States.

Quantitative online survey

Qualitative interviews

Crowd DNA ran a 15-minute online survey among asample of 16,000 respondents in 16 countries: Australia,
Brazil, Canada, France, Germany, India, Italy, Mexico,
Netherlands, Norway, Saudi Arabia, Spain, Sweden,
United Arab Emirates, United Kingdom, United States.

Two leading-edge members of the Snapchat Generationin each of the 16 countries completed weeklong vlogging
diaries to deliver depth and emotion.

The quantitative element was in- ield between 5th
November 5 and November 26, 2021.
Snap Inc. and Crowd DNA surveyed nearly
5,000 Gen Zs, interviewed youth experts, andconducted a week-long mobile ethnography
with leading edge Gen Zs to better
understand what matters most to them. Our
sample was nationally representative
between the ages of 13-44, capturing viewsof millennials and Gen X as well.

In total, 23 of the 32 were Gen Z.
They were also asked to include friends in these tasks,
upping our sample size and extending the number ofperspectives to draw from for the research.

All respondents were aged between 13-44 years old, had
to own a smartphone and be a user of at least one social /messaging / camera app.

Alignment with experts

13-17 year olds were recruited through their parents or
guardian.

We spoke to 4 experts in the ield to round out ourknowledge base:An initial 1,000 respondents were recruited per market
based on nationally representative quotas (based on
secondary research) placed on age, gender, region andethnicity to ensure nationally representative numbers.

Ioana Literat - Gen Alpha & Gen Z Tech Expert, USA
Derek E. Baird - Kids & Teen Content, Culture Strategist,
GlobalDr. Damian Radcli e - Professor of Journalism & MENA
Studies, UAE / Saudi Arabia
Mark McCrindle - Social Researcher & Futurist, Australia /Globalf

f

ff

30