Over the last decade, Gen Z has emerged as one of the most influential generations shaping the future of culture, commerce, and communication. With spending power exceeding $360 billion globally and expected to reach $2.6 trillion by 2030,¹ they are not just reshaping markets—they are reshaping meaning. For Gen Z, what it means to be “wealthy,” “healthy,” and “successful” looks very different from the standards held by previous generations.

In an era defined by climate crisis, economic uncertainty, digital saturation, and rapid cultural evolution, Gen Z is choosing intentionality over tradition, authenticity over appearance, and purpose over prestige. For brands in music, entertainment, and lifestyle, understanding this value shift is crucial for creating relevant messaging and long-term engagement.

The Context That Shaped a Generation

To understand Gen Z’s redefinition of success, we must first understand the formative experiences that shaped their worldview. This generation witnessed the 2008 financial crisis during their childhood, experienced the rise of social media as a double-edged sword, lived through multiple “once-in-a-lifetime” events including a global pandemic, and came of age during unprecedented climate activism and social justice movements.

These experiences created a generation that is simultaneously optimistic about their ability to create change and realistic about systemic challenges. They’ve watched traditional institutions fail, seen the gig economy emerge as both liberation and exploitation, and witnessed how quickly life can change. This context is crucial for understanding why their definitions of wealth, wellness, and work differ so dramatically from previous generations.

Wealth: A New Currency of Freedom, Purpose, and Community

To older generations, wealth often symbolized status, assets, and security. Think: owning a home, climbing the corporate ladder, wearing designer labels, and saving for retirement. But Gen Z’s approach to wealth is more fluid and more holistic.

For this generation, wealth is about freedom—the freedom to express themselves, to pursue multiple income streams, to work from anywhere, and to support the causes they believe in. Side hustles, gig work, investing in passion projects, and even crowdfunding creative ventures have replaced the “one job for life” mentality.

The Rise of Portfolio Careers

Gen Z has pioneered what career experts call “portfolio careers”—combining multiple income streams, skills, and passions into a cohesive professional identity. A typical Gen Z professional might be a freelance graphic designer who also runs an Etsy shop, creates content on TikTok, and offers consulting services. This approach provides both financial diversification and creative fulfillment.

This shift has profound implications for how they view financial success. Instead of measuring wealth by a single salary figure, they evaluate their financial health based on flexibility, passive income potential, and alignment with personal values. A $50,000 salary from a job they hate is less appealing than $40,000 from multiple sources they’re passionate about.

Values-Based Spending and Investing

Gen Z’s spending habits reflect their values in unprecedented ways. They’re willing to pay premium prices for sustainable products, support small businesses over large corporations, and invest in companies with strong Environmental, Social, and Governance (ESG) practices. According to recent studies, 73% of Gen Z consumers are willing to pay more for sustainable products, compared to 66% of Millennials.

This extends to their investment strategies as well. Gen Z investors are more likely to consider impact investing, ESG funds, and cryptocurrency as legitimate wealth-building tools. They’re also more likely to research a company’s social impact before investing, viewing their financial choices as votes for the kind of world they want to live in.

The Experience Economy Redefined

While Millennials popularized the experience economy, Gen Z is evolving it. They value experiences, but they want them to be meaningful, shareable, and aligned with their identity. A Gen Z consumer might choose a locally-sourced music festival over a major corporate event, or prefer a small-venue concert where they can interact with the artist over a stadium show.

What brands should note: Gen Z doesn’t just buy products; they buy into values. They support companies with clear missions, ethical sourcing, fair labor practices, and transparency. According to research, 73% of Gen Z consumers are willing to pay more for sustainable products, compared to 66% of Millennials.² Lifestyle and entertainment brands that build community and stand for something are more likely to win loyalty. If your brand is flashy but hollow, Gen Z will see through it.

Successful brands are those that create what researchers call “values-based ecosystems”—interconnected communities where consumers can engage with both the brand and each other around shared beliefs and interests. Examples include Patagonia’s environmental activism, Ben & Jerry’s social justice advocacy, and Spotify’s support for emerging artists.

Wellness: No Longer Skin Deep

Where older generations may have associated wellness with physical health and aesthetics—like going to the gym, dieting, or having a perfect smile—Gen Z has redefined wellness to include mental health, emotional well-being, digital balance, and social connectedness.

Mental Health as a Priority, Not a Luxury

They’re the most therapy-positive generation to date. They speak openly about anxiety, trauma, and neurodiversity. According to research conducted by the Walton Family Foundation, 42% of Gen Z battles with depression and feelings of hopelessness, which is almost twice as high as Americans who are over 25.³ They’ve normalized journaling, meditation apps, self-diagnosis via TikTok, and honest conversations about burnout and overstimulation. Many are also skeptical of wellness trends that feel performative or exclusionary—think overpriced juices, inaccessible fitness regimes, or unrelatable beauty standards.

This openness about mental health has created a massive market for accessible mental health resources. Apps like Headspace, Calm, and BetterHelp have seen explosive growth, while traditional therapy practices have had to adapt to meet demand for virtual sessions and sliding-scale pricing.

Democratizing Wellness

Gen Z understands that wellness is not one-size-fits-all. It can be messy, nonlinear, and deeply personal. They’re looking for brands that acknowledge that complexity, meet them where they are, and offer inclusive, practical tools to support their well-being.

This generation has also democratized wellness information. Through platforms like TikTok, Instagram, and YouTube, they’re creating and consuming content about everything from anxiety management to ADHD coping strategies. They’re more likely to trust peer-to-peer wellness advice than traditional authority figures, leading to the rise of “wellness influencers” who share their personal journeys rather than prescriptive solutions.

The Anti-Toxic Positivity Movement

Gen Z has largely rejected the “toxic positivity” that characterized much of Millennial wellness culture. They understand that feeling good isn’t about maintaining perpetual happiness, but about developing resilience, self-compassion, and authentic emotional expression. This has led to the popularity of “dark academia” aesthetics, sad girl music, and content that validates difficult emotions rather than dismissing them.

Digital Wellness as Essential Self-Care

Having grown up online, Gen Z is acutely aware of the mental health impacts of digital consumption. They’re actively seeking ways to create healthier relationships with technology through digital detoxes, mindful scrolling, and curated feeds that support rather than undermine their well-being.

For entertainment and lifestyle brands: There’s growing demand for experiences and content that promote healing, rest, and authenticity. Artists and creators who are transparent about their struggles and journeys often resonate more than those who project perfection. Whether it’s a music artist pausing a tour for mental health reasons or a brand launching a burnout-awareness campaign, Gen Z values vulnerability.

Brands that succeed in this space offer what researchers call “wellness scaffolding”—supportive frameworks that help users build sustainable practices rather than promising quick fixes or perfect outcomes.

Work: Meaning Over Metrics

Perhaps nowhere is Gen Z’s mindset shift more apparent than in their relationship with work. This generation grew up during the 2008 financial crisis and came of age during a pandemic. As a result, they’re deeply aware that traditional systems don’t always guarantee stability or fulfillment.

The Great Resignation and Quiet Quitting

Gen Z workers were key drivers of both the Great Resignation and the quiet quitting movements. They’re more likely to leave jobs that don’t align with their values, even without another position lined up. They’re also more likely to set boundaries around work-life balance, refusing to work unpaid overtime or take on responsibilities outside their job description without additional compensation.

This isn’t about laziness—it’s about intentionality. Gen Z workers want to know that their time and energy are being invested in something meaningful. They’re willing to work hard, but they want that work to contribute to something larger than corporate profits.

The Creator Economy as Career Path

Rather than aspire to a 9-to-5 routine, many Gen Zers are seeking flexibility, creativity, autonomy, and mission alignment. The rise of digital entrepreneurship, creator culture, and remote work has made it possible to build careers outside the corporate mold. From content creators and podcast hosts to e-commerce founders and digital nomads, Gen Z is rewriting the rules.

The creator economy now generates over $104 billion annually, with platforms like YouTube, TikTok, Twitch, and Patreon enabling creators to monetize their content directly. For Gen Z, becoming a content creator isn’t just a hobby—it’s a legitimate career path that offers creative fulfillment, financial independence, and the ability to build a personal brand.

Entrepreneurship as Self-Expression

Gen Z entrepreneurs approach business differently than previous generations. They’re more likely to start businesses that reflect their personal values and interests, even if those ventures are smaller or less traditionally profitable. The rise of sustainable fashion brands, social impact startups, and niche content creators reflects this trend.

They’re also more collaborative in their approach to business, often building companies with friends, creating collective enterprises, or using crowdfunding and community support to launch ventures. This reflects their broader preference for community over competition.

Redefining Professional Success

Work, to Gen Z, should be something that integrates into life—not dominates it. The old-school model of “live to work” has been replaced by “work to live.” They’re more likely to prioritize jobs that offer flexible schedules, remote work options, and time for personal pursuits. According to a recent Handshake Network Trends survey, 72% of Class of 2024 students were more likely to apply to a job if the employer has a reputation for treating employees well and fostering a positive work culture.⁴

They also expect their employers—and the brands they support—to reflect modern values: diversity, mental health support, gender inclusivity, climate awareness, and pay equity. In fact, 92% of recent college graduates say they want to be able to discuss mental wellness at work, according to Monster’s 2024 State of the Graduate Report.⁵ However, only 56% of Gen Z workers say they feel comfortable discussing mental health challenges with their managers. Silence on social issues or a lack of representation is often interpreted as complicity.

For brands in music and lifestyle: This presents a unique opportunity to lead by example. Collaborate with creatives in ways that allow them to shape the narrative. Create internships and campaigns that support nontraditional paths. Highlight stories of individuals carving out new lanes, not just replicating old success models.

Companies that succeed with Gen Z workers and consumers are those that demonstrate authentic commitment to progressive values through their policies, partnerships, and public positions.

Digital Natives, But Selective Scrolls

Gen Z may have grown up with smartphones, but they’re not blindly attached to them. Many are actively rethinking their relationship with technology. Digital fatigue, information overload, and algorithmic pressure have led to a renewed appreciation for slow living, analog moments, and digital detoxing.

The Authenticity Algorithm

That said, they’re still highly active on platforms like TikTok, YouTube, Instagram, and Discord—just with more discernment. They can spot inauthenticity a mile away and quickly disengage from content that feels contrived or overly produced. They gravitate toward raw, real, unfiltered storytelling—and creators who feel like peers rather than celebrities.

This preference for authenticity has fundamentally changed content creation. The most successful Gen Z creators are those who share their real lives, including struggles, failures, and mundane moments. They’ve rejected the highly curated, aspirational content that dominated earlier social media eras in favor of “photo dumps,” unfiltered videos, and honest storytelling.

Platform Diversity and Niche Communities

Unlike Millennials who often concentrated their social media presence on one or two platforms, Gen Z tends to use multiple platforms for different purposes. They might use Instagram for close friends, TikTok for entertainment, Discord for gaming communities, and BeReal for authentic daily sharing. This multi-platform approach reflects their desire for varied, authentic social connections.

They’re also more likely to participate in niche online communities centered around specific interests, identities, or causes. These communities often provide more meaningful connections than broad social networks, reflecting Gen Z’s preference for depth over breadth in their social interactions.

The Rise of Ephemeral and Private Content

Gen Z has embraced ephemeral content (like Instagram Stories and Snapchat) and private sharing (like Close Friends features) as ways to maintain authenticity while protecting their privacy. They’re more aware of the permanent nature of digital content and more strategic about what they share publicly versus privately.

This preference for privacy has also led to the popularity of platforms like BeReal, which encourages authentic, unfiltered sharing, and the decline of platforms like Facebook, which feel too public and performative.

This preference for transparency is transforming the music and entertainment industries. Polished PR campaigns are giving way to behind-the-scenes vlogs, Q&A sessions, and livestreams. Fans want to feel like they’re part of the creative process—not just passive consumers of it.

How brands can respond: Embrace co-creation and conversation. Invite Gen Z into the narrative—whether it’s through fan-sourced playlists, content collaboration, or interactive digital experiences. Use platforms they love, but respect their intelligence and attention.

Redefining Influence and Aspirations

Gen Z doesn’t aspire to fame for fame’s sake. Influence, to them, is about impact. While Millennials popularized the influencer economy, Gen Z is evolving it. They are drawn to “everyday influencers”—people who share niche knowledge, real-life journeys, or community building efforts rather than curated highlight reels.

Micro-Influencers and Authentic Voices

The most trusted voices in Gen Z’s digital landscape aren’t necessarily those with the most followers. Micro-influencers with 10,000-100,000 followers often have more sway than mega-influencers with millions. This is because Gen Z values genuine connection and shared experiences over aspirational content.

They’re particularly drawn to influencers who share their identities, struggles, or interests. A college student sharing study tips might be more influential than a celebrity endorsing a product. This has led to the rise of “relatability” as a key factor in influence.

The Expertise Economy

Gen Z increasingly turns to content creators who offer genuine expertise or lived experience rather than generalized lifestyle content. They follow creators who teach specific skills, share educational content, or provide insights into particular industries or communities.

This trend has created opportunities for niche experts to build significant followings. Whether it’s a plant care expert, a financial literacy educator, or a sustainable fashion advocate, Gen Z consumers are more likely to trust and follow creators who offer real value and knowledge.

Social Impact as Social Currency

In entertainment, this means the rise of artists who are both culturally aware and socially active. In fashion, it means valuing secondhand, upcycled, and sustainable pieces over designer labels. In music, it means valuing genre-blending experimentation and self-produced projects over major label polish.

Gen Z is actively looking to support underrepresented voices. They crave depth, not just aesthetics. And they are more likely to champion a brand, artist, or campaign if it aligns with their values—even if it means spending more.

Artists like Billie Eilish, who speaks openly about mental health and environmental issues, or Lil Nas X, who challenges traditional gender norms, exemplify the kind of authentic, values-driven influence that resonates with Gen Z.

For brands: Stop chasing virality. Instead, pursue values. Develop long-term relationships with emerging creators, elevate marginalized voices, and center your storytelling around connection, not conversion.

The Economic Reality Behind the Values

While Gen Z’s values-driven approach to wealth, wellness, and work might seem idealistic, it’s also a practical response to economic realities. This generation faces unique financial challenges that shape their priorities and behaviors.

Housing Crisis and Delayed Milestones

Traditional markers of adulthood—homeownership, marriage, having children—are increasingly out of reach for many Gen Z individuals due to rising costs and stagnant wages. This has led them to redefine success in ways that don’t depend on these traditional milestones. According to recent research, nearly 60% of Gen Z are living from paycheck to paycheck, according to the Deloitte Global 2024 Gen Z and Millennial Survey.⁶

Instead of saving for a house they can’t afford, they might invest in experiences, education, or business ventures. Instead of pursuing marriage for financial stability, they’re focusing on personal growth and career development. These aren’t just cultural shifts—they’re adaptations to economic constraints.

The Gig Economy Reality

While Gen Z’s embrace of multiple income streams and flexible work might seem liberating, it’s also often a necessity. Traditional full-time employment with benefits is less available, and many Gen Z workers cobble together multiple gigs to make ends meet.

This reality has made them more entrepreneurial and adaptable, but it’s also created new forms of financial insecurity. Brands that understand this context can better serve Gen Z consumers by offering flexible payment options, accessible products, and supportive communities.

Climate Change and Future Planning

Gen Z’s approach to wealth and work is also shaped by their awareness of climate change. Many feel uncertain about long-term financial planning when they’re unsure about the planet’s future. This has led to a focus on present-moment financial wellness and investments in sustainable practices.

They’re more likely to support brands that demonstrate environmental responsibility, not just because it aligns with their values, but because they see it as an investment in their future.

Cultural Implications and Global Variations

While this analysis focuses primarily on Gen Z in Western markets, it’s important to note that these trends vary significantly across cultures and economic contexts. Gen Z consumers in emerging markets may have different priorities and constraints, though many core values—authenticity, social impact, digital nativity—remain consistent.

The Global Digital Culture

Social media has created a global Gen Z culture that transcends geographic boundaries. Trends, values, and behaviors spread rapidly across continents, creating shared experiences and expectations. This has implications for global brands seeking to connect with Gen Z consumers worldwide.

However, local contexts still matter enormously. Gen Z consumers in different countries may share similar digital behaviors while having very different economic realities, cultural values, and social constraints.

Intersectionality and Diverse Experiences

It’s also crucial to recognize that Gen Z is the most diverse generation in history, and their experiences vary significantly based on race, class, gender identity, sexual orientation, and other factors. A wealthy white Gen Z consumer in suburban America will have very different priorities than a working-class Black Gen Z consumer in an urban environment.

Successful brands recognize this diversity and avoid one-size-fits-all approaches to Gen Z marketing. They create multiple touchpoints and messages that speak to different segments of this diverse generation.

Building for the Future

The brands that will thrive with Gen Z are those that are willing to evolve. That means moving away from one-directional advertising and toward two-way relationships. It means prioritizing transparency over tradition, collaboration over control, and inclusion over inertia.

Long-Term Relationship Building

Gen Z consumers are more likely to develop long-term relationships with brands that consistently demonstrate shared values and authentic engagement. This requires patience and consistency from brands, as trust is built over time through actions rather than advertising.

Successful brands invest in community building, creator partnerships, and authentic storytelling rather than one-off campaigns. They view Gen Z consumers as partners in their brand’s evolution rather than passive recipients of marketing messages.

Adaptability and Continuous Learning

Gen Z’s preferences and behaviors continue to evolve rapidly, driven by new technologies, changing social contexts, and generational maturation. Brands that succeed with this generation are those that remain curious, flexible, and responsive to change.

This means investing in ongoing research, maintaining close relationships with Gen Z consumers and creators, and being willing to pivot strategies when necessary. It also means recognizing that what works today may not work tomorrow.

Key Takeaways for Music, Entertainment, and Lifestyle Brands:

Value alignment is non-negotiable. Gen Z wants to know what you stand for—and they’ll fact-check. They have access to more information than any previous generation and will research your supply chain, labor practices, and social impact before making purchasing decisions.

Authenticity is everything. Curated perfection is out. Vulnerability and transparency are in. Brands that try to appear perfect or hide their flaws will lose credibility with Gen Z consumers who value honesty and growth.

Community is the new loyalty. Gen Z builds identity through the communities they belong to—brands included. Creating spaces for authentic connection and shared experiences is more valuable than traditional loyalty programs.

Impact matters. Whether it’s sustainability, equity, or mental health, they expect you to act, not just advertise. Gen Z consumers can distinguish between genuine commitment and performative activism, and they reward brands that demonstrate real impact.

Flexibility wins. Rigid structures, tone-deaf messaging, and outdated hierarchies won’t resonate with this generation. Brands need to be responsive, adaptive, and willing to learn from their mistakes.

Co-creation is key. Gen Z wants to participate in brand storytelling rather than just consume it. Successful brands create opportunities for user-generated content, collaborative campaigns, and community input on product development.

Quality over quantity. Gen Z consumers prefer fewer, higher-quality products and experiences over mass-produced alternatives. They’re willing to pay more for items that align with their values and will last longer.

Accessibility and inclusion. Gen Z is the most diverse generation in history, and they expect brands to reflect that diversity in their representation, product offerings, and company practices.

Conclusion: A Cultural Transformation in Progress

As we move deeper into a culture shaped by Gen Z, the most successful brands will be the ones that meet them with curiosity, humility, and bold creativity. This is more than a generational shift—it’s a cultural transformation that will likely influence how all generations think about wealth, wellness, and work.

The brands that understand and adapt to Gen Z’s values aren’t just positioning themselves for success with one generation—they’re positioning themselves for the future. As Gen Z ages and gains more economic power, their values and behaviors will likely become mainstream, influencing how all consumers think about success, health, and purpose.

The question isn’t whether your brand should adapt to Gen Z—it’s how quickly and authentically you can evolve to meet them where they are. Those who adapt will not just stay relevant—they’ll help define the future of commerce, culture, and human connection in the digital age.

The transformation is already underway. The question is: will your brand be part of shaping it, or will you be left behind trying to catch up to a generation that’s already moved on to the next evolution of human values and connection?

References

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Additional Resources

• Deloitte Global 2024 Gen Z and Millennial Survey
• Monster’s 2024 State of the Graduate Report
• Walton Family Foundation Research on Gen Z Mental Health
• World Data Lab Spend Z Report
• Porch Group Media Consumer Shopping Trends Research
• Think Global Health – Roadblocks to Gen Z’s Mental Health Care

This article synthesizes research from multiple sources to provide a comprehensive overview of Gen Z’s impact on culture, commerce, and workplace dynamics. For the most current data and trends, readers are encouraged to consult the original sources and ongoing research in this rapidly evolving field.

Valencia Jackson

Valencia Jackson serves as Sr. Director of Client Success at AMW, where she specializes in communications and strategic brand development. With her keen understanding of audience engagement trends, Valencia helps clients craft authentic narratives that drive measurable results. Her consultative approach prioritizes long-term partnerships built on transparency, innovation, and consistent delivery of exceptional client experiences.