They’re the generation that grew up with the Internet, smartphones and social media. They learnt how to swipe before they knew how to read. They can’t remember a time when “Google” wasn’t a verb. Yes, this is Gen Z – born between 1997 and 2012, and now aged 9 to 24. They’re the most connected generation ever – yet 82 percent of Gen Zs in Singapore say “emotional connections are weaker than in the past”, higher than the global average of 76 per cent.
This is just one of the startling findings in The Truth About Gen Z, a report released in March this year by McCann Worldgroup, a global marketing services company. It interviewed 32,000 people around the globe, including 5,000 from countries around the Asia-Pacific, including Singapore, Australia, Hong Kong, Japan, China and Thailand.
SO WHY DO OUR GEN ZS FEEL SO ALONE?
“When you’re interacting online through a screen, you present a curated view of yourself. So you feel disconnected. It’s different when you’re interacting offline and things flow more naturally,” explains Manasi Trivedi, McCann’s strategy director for South-east Asia.
Cancel culture doesn’t help. Manasi says: “People can’t have conversations in coffee shops in real life at the moment, but kopitiam discussions are still happening, via Whatsapp or DM.
“Gen Z is very aware of being cancelled or called out. They’ve had access to the Internet since primary school, so they feel like they must have an opinion on everything.”
The trouble is, Gen Z knows that what is said online will be on record forever. There’s a constant fear that someone will screenshot their views, and they’ll be called out, now or in the future. If they don’t say something about a topic, they’re cancelled. If they say something somebody doesn’t agree with, they’re cancelled.
“In Singapore focus groups, we hear people say you don’t really have the option to go offline and ignore it all. If you go offline, your friends will be like... ‘Hello? Are you dead?’ So you have to show up every single day on all these different channels, be very careful about what you say, and hide parts of yourself. It’s exhausting,” explains Manasi.
Continue reading your story on the app
Continue reading your story in the magazine
Singapore Beauty Brands Are Responding To The Mental Wellness Call
Singapore beauty brands are responding to the mental wellness call.
Tang Tee Khoon Is Taking Innovative Steps To Nurture A Love Of Classical Music
A violin virtuoso, chamber music advocate and passionate arts educator, Tang Tee Khoon is taking innovative steps to nurture a love of classical music among Singaporeans.
Your Definitive Guide To Mask-Proof Makeup
Expert tips to prolong the longevity of your makeup when dealing with Singapore’s heat and humidity with half your face covered.
What's With Serums In Everything?
More products are now made with serum formulations. Just what is it all about and what makes it so trendy?
The New 360 Approach For An Inside-Out Glow
To cope with beauty concerns in the new normal, we need to bolster our “tool kit” with ways to support skin health from the outside and from within.
How To Combat Tech Neck Lines
An extension of the skin on your face, your neck deserves some TCL too.
The Bride-To-Be Rebecca Lim
In a tell-all exclusive interview with Her World, Rebecca Lim gives us the low-down on her recent engagement to the love of her life.
Freshen Up Your Finances
Get your financial house in order and head into the New Year with peace of mind – here’s why you should do it, and how.
Can We Sanitise Our Makeup To Keep Skin Problems At Bay?
We ask the experts about common skin issues arising from bacteria-breeding on makeup and tools, and how we can solve these problems.
MADE FOR YOU, BY YOU
Today’s beauty and wellness brands are looking to DNA, drug research and technology to give a truly personalised routine that works just for you.