Generation Z Values, Attitudes, and Media Habits Detailed in New Report

Vienna, Austria – The new PR-Trendradar 2024 study, conducted by APA-Comm in collaboration with marketagent, offers in-depth insights into the values and attitudes of Generation Z. The survey, carried out from late April to mid-May 2024, involved approximately 1,000 individuals aged 14 to 29, providing valuable data on this demographic's perspectives.

The study reveals that a significant portion of young people, around 74 percent, are interested in current news, particularly concerning health, the environment, and domestic and international affairs. They are characterized as "news pragmatists," seeking essential information without necessarily delving into deep details. Preferred news sources include social media, radio, television, and free newspapers, while paid news portals and traditional paid newspapers are seen as less popular, though more trustworthy. Surprisingly, nearly half of the respondents had recently read a printed daily newspaper.

Regarding the world of work, Generation Z places high importance on a good working atmosphere, fair wages, and pleasant colleagues. While approximately 60 percent have career ambitions, nearly half favor a 40-hour work week, with a 30-hour week also being popular. Financial security and stability are key objectives, and a permanent position with some responsibility is desired. The preference for work location is split 60:40 between office and remote work. Flexible working hours and bonuses are significant motivators for job applications.

On a personal level, Generation Z's goals emphasize self-fulfillment and financial security. Health and well-being are also central. Alongside career aspirations, family and friends are deemed highly important. Young individuals express dissatisfaction with their current financial situation, with major concerns revolving around rising costs and a lack of financial security. Despite these concerns, a majority perceive the future as brighter.