Gen Z: The new conservative

We know the world has changed. The world Gen Z was born into has not remained the same. At first, technology was booming, and society was learning how to build community, embrace equality, and support one another. Then, a different world emerged: one marked by chaos, confusion, pandemic, depression, war, and tragedy. For older generations, these changes might feel like just another shake-up in a long history of upheavals. But for Gen Z, it feels like a betrayal by a system that has left suffering in its wake.

In the midst of this chaos, it’s hard to know which direction to take. This is precisely what brands must grasp to truly understand this generation. They feel lost, confused, uncertain, and unsure—but this state is not permanent.

It is natural for people to cling to something stable when swept away by a strong current, even if that object is covered in moss or crawling with fire ants. We instinctively seek meaning and direction—a way to make sense of the world and our place within it. In their eager search for community, Gen Z discovers a variety of strong options on an ever-expanding digital platform, many of which have persisted despite not undergoing traditional natural selection. Yet, despite the diversity of subcultures they belong to, there are consistent, overarching behaviours and ideas that resonate across the entire generation.

This consistency, paradoxically, reflects a new kind of conservatism. It is not the political conservatism of older generations, marked by rigid doctrines or nostalgia for the past. Instead, it is a conservatism grounded in pragmatism—a desire for stability and a strong resistance to the uncertainty that has shaped their formative years. It is a conservatism focused on the self, a search for a solid foundation in a world that often feels unstable.

From superiority to success and individuality

For Gen Z, the constant upheaval has bred a unique set of drivers. The world they inherited promised progress and interconnectedness, but delivered uncertainty and division. This perceived betrayal fuels a subtle, yet powerful, drive for superiority—not necessarily over others, but over the chaos itself. It’s a yearning for a better way, a more reliable path to navigate life. This manifests as a desire for control and competence. They want to master their environment, to acquire skills that guarantee resilience, and to find solutions that aren’t just band-aids but genuine fixes.

This drive for superiority often leads them to prioritise success, albeit redefined. Unlike previous generations who might have equated success with material accumulation or flashy originality, for Gen Z, success is intrinsically linked to stability, security, and a quiet competence. It is about building a life that is robust enough to withstand the next inevitable shockwave. This often means valuing practical skills, financial prudence, and mental well-being over transient trends or performative individuality. The frantic pursuit of uniqueness or originality, so central to earlier digital natives, now feels secondary, perhaps even risky. Why stand out for the sake of it, when fitting into a reliable, functional framework offers greater peace of mind?

This isn’t to say they abandon individuality. Rather, their uniqueness is expressed within frameworks of proven utility and community. They might find originality in how they apply established knowledge, or in the specific niche within a larger, stable community they choose to inhabit. The rebellion is not against conformity, but against fragility.

The quest for stability

From these drivers emerge a distinct set of behavioural codes that brands must observe. Firstly, there is a marked risk aversion in many aspects of their lives. Having witnessed economic downturns, social unrest, and global health crises, they are understandably cautious. This translates into careful financial planning, a preference for proven products or services, and a deep distrust of anything that feels too good to be true, or too risky. Their digital fluency makes them adept researchers—they will scrutinise, compare, and seek out social proof before committing.

Secondly, there is a subtle but steady shift toward traditional structures and values, updated for today’s world. This doesn’t mean a return to rigid social norms, but rather a desire for clarity, order, and predictability. They may prefer established routines, trustworthy institutions, or ‘old-fashioned’ ideas like homeownership and stable careers—though approached with modern flexibility. Having faced a mental health crisis, they also place great importance on self-care, setting boundaries, and wellness, often through organised and intentional practices.

Finally, their digital native status shapes their community building. While digitally connected, their search for community is less about vast, fleeting networks and more about curated, authentic connections. They gravitate towards smaller, more intimate online groups that offer genuine belonging and shared purpose. They are weary of superficial interactions and crave depth and reliability in their relationships—both online and offline. Their conservatism here is about preserving genuine human connection in a fragmented world. They value transparency and authenticity above all else, having grown up in an era saturated with curated facades and disingenuous marketing.

Connecting with Gen Z’s new conservatism

For brands seeking to connect with this ‘new conservative’ Gen Z, the imperative is clear: recalibrate your message from performative hype to pragmatic substance.

Firstly, authenticity and transparency are non-negotiable. This generation has a finely tuned BS detector. Brands must move beyond virtue signaling and demonstrate genuine commitment to their stated values through actions, not just words. Be honest about your processes, your challenges, and your impact. Don’t preach; instead, offer clear, verifiable information that empowers them to make informed decisions.

Secondly, focus on delivering stability, reliability, and genuine utility. Your product or service isn’t just a trend; it’s a tool that helps them navigate their complex lives. Emphasize durability, long-term value, and proven effectiveness. How does your offering reduce stress, provide security, or offer a consistent benefit in an inconsistent world? This could mean highlighting robust customer service, extended warranties, or educational content that helps them maximise the utility of your product.

Thirdly, articulate your purpose and meaning with quiet conviction. They are looking for more than just transactions; they want to align with entities that understand their quest for significance. This isn’t about grand, sweeping declarations of saving the world (which often ring hollow), but about clearly defining your brand’s contribution, however specific, to a more stable, equitable, or functional existence. Show how your brand genuinely makes life better and more manageable, rather than just more exciting.

Finally, foster genuine community and connection. Create spaces, both digital and physical, where Gen Z can find like-minded individuals and build meaningful relationships around your brand’s values. This isn’t about pushing products, but about facilitating belonging. Empower them to co-create, share experiences, and find their niche within a larger, reliable ecosystem.

In essence, the future of brand work with Gen Z lies not in chasing the ephemeral, but in building the enduring. It's about becoming a trusted anchor in their chaotic world, offering not just products, but peace of mind, genuine value, and a quiet confidence that, even when the currents rage, there's something stable to hold onto.

— Tanya Malik, Associate, Quantum Consumer Solutions.