The Gen Z Gender Gap

Why we need to go beyond simple generalisations

Understanding Gen Z has not only been one of the main objects of study for researchers and behaviourists in recent years, but also a true obsession for brands.

It is entirely justifiable; we all want to get into the minds of these new consumers to think about developing products and services that are more aligned with this group's expectations.

Generation Z – born between 1996 and 2012 – is the first generational group considered 'social media natives', not just 'digital natives', as was said of Millennials who were born with the PC. As this generation was born digital, with constant access to the internet and social networks, more dynamic behaviour was expected, seeking agility and expressing non-conformity with the pre-established models in force in society. These characteristics are, in fact, striking traits of Gen Z. But the generalisations stop there.

While previous generations seemed more homogeneous in their behaviours and opinions, Gen Z, right away, reveals itself to be full of nuances – this is particularly evident when we break it down by gender. While women are increasingly progressive in their opinions, compared with women of previous generations, Gen Z men not only do not follow this trend, but in some contexts, they have become as or more conservative than men of previous generations. This is one of our key takeaways from Ipsos' public opinion polling in 2024.

The 2024 edition of Ipsos Global Trends also provides more insights on this greater conservatism in the views of male respondents from this generation.

Q. The main role of women in society is to be good mothers and wives (% agree)

A global phenomenon

This gender divide is a global phenomenon. According to the Financial Times, in the United Kingdom, women under 30 are 25 percentage points more progressive than men in the same age group. In Germany and the US, this difference is even greater, with young women 30 percentage points more liberal than young men.

It is worth noting that, in general, Generation Z continues to be the segment of the population most engaged in activism for climate causes, gender identity issues and sexual freedom.

However, especially among young men, this generation already has a nostalgic tendency. This is part of a broader global trend of a Retreat to Old Systems. According to the Ipsos Global Trends survey, 62% of men in this age group say that they "would like my country to be the way it used to be", compared to 50% of women in the same cohort. The nostalgia of Gen Z men is also greater than that of Millennial men (55%).

Another question in the same survey: "given the choice, I would prefer to have grown up at the time when my parents were children" shows 57% agreement among men in Generation Z. Among Gen Z women, only 46% agree.

Q. Given the choice, I would prefer to have grown up at the time when my parents were children (% agree)

Gen Z men

Gen Z women

A discussion that goes far beyond the issue of gender

But it would be simplistic to say that it boils down to this. Even within the male segment of Gen Z, different 'tribes' coexist, with very divergent behaviours and opinions – a result of the 'age of algorithms' that has led to the emergence of countless niches.

Social media, especially TikTok and Instagram – the preferred platforms of Generation Z – play a crucial role in the fragmentation of behaviours and perceptions within this generational group. In these media, the algorithm is designed to create silos – those famous 'bubbles' – which makes it increasingly difficult for individuals with diverse and distinct views to have conversations, even among people of the same age group, since groups are 'formed' through segmentations based on the search profile of users. And, because Generation Z was born within this digital environment, it is impacted and niched in a much more intense way than its predecessor generations.

This lack of homogeneity, or rather, this plurality of profiles within Generation Z, poses a huge challenge for brands. It is no longer possible to think of strategies that speak to an entire generation. To create closer and more lasting bonds, a more granular segmentation needs to be considered.

And, in societies that are still as polarised as those we live in almost every nation in the world, this is just another layer of complexity in understanding people's behaviour.