Those born in the digital age, Generation Z, cannot conceive of a world without the internet. For them it is like the sky, the clouds, or the trees, it has always been there. They have grown up in a context in which what they need to consume, both physically and intellectually, is just a click away.
Studies show that those under 18 years of age spend, on average, 24 days a year connected to TikTok. In addition, those between 18 and 24 years old use this platform as their reference search engine, even surpassing Google. This generation confidently buys products that are not in physical stores—and may never be—guided by recommendations from profiles they follow on social networks or by native advertising designed specifically for these channels and consumers.
Generation Z finds it uncomfortable to make traditional phone calls, the ones where you don’t see yourself and what’s important is what you say. Instead of exchanging phone numbers when they flirt, they prefer to ask each other for Instagram and send direct messages that way. If only they knew what it was like to call the house of someone you liked and have one of their parents answer…!
It is also the generation that has normalized payment for content. They have been responsible for many adults discovering the advantages of streaming platforms, such as watching and listening to everything when, where and how you want, without advertising interruptions every ten or fifteen minutes, as long as the connection allows it.
Generation Z has also redefined the concept of community. Unlike previous generations, who forged bonds in physical spaces, they build connections online through forums, video games, and social networks. These digital communities can be just as meaningful, providing a sense of belonging regardless of physical distance. For many young people, online friends are as real and valuable as those they see in their daily lives, demonstrating how traditional barriers of space and time have blurred in their hyperconnected world.
This group has also adopted ephemeral content as part of their daily routine. Posts that disappear in a matter of hours or days, like Instagram stories or Snapchat videos, reflect a need for immediacy, but also control over what they share. For Gen Z, privacy has a different value: They don’t mind showing details of their daily lives, but they want that content not to last forever, allowing them to change and evolve without leaving a permanent digital trail.
Finally, when we talk about this generation, we cannot ignore their growing awareness of the impact of their decisions. Although they seem to live in a constant “here and now”, they are also more sensitive to issues such as sustainability, social justice and diversity. Whether through their consumer habits or their interactions on networks, Generation Z demands more from brands and leaders. They seek authenticity and commitment, and are not afraid to speak up if they feel their values are being ignored.
Ainhoa Torres Sáez de Ibarra, director of the Digital Communication degree at the CEU San Pablo University