Redefining Social Behaviours

Generation Z is redefining social norms in ways that set them apart from the generations before them. Growing up in an era of rapid technological advancements, social media, and shifting cultural values, their behaviours often differ significantly from Millennials, Gen X, and Baby Boomers. More health-conscious, inclusive, and tech-savvy than their predecessors, Gen Z is challenging traditional norms in everything from leisure activities to societal attitudes.

A Shift Towards Sobriety

Unlike Millennials or Gen X, who frequently embraced heavy drinking as part of their social culture, Generation Z shows a preference for moderation when it comes to alcohol consumption. Many Gen Zers are choosing sobriety or drinking significantly less compared to older generations. Studies indicate that health consciousness and a desire for control are driving factors. For a generation living in the spotlight of Instagram and TikTok, the fear of compromising one’s carefully curated image plays a role in opting out of binge-drinking culture.

Non-alcoholic options have surged in popularity among younger consumers—an indication of how brands are adapting to this generational preference. Countless alcohol-free beers, mocktails, and zero-proof spirits are catering to Gen Z’s interest in maintaining a healthier and clearer lifestyle.

Less Sex, More Caution

Despite growing up in what many consider to be a hyper-sexualised culture, Generation Z is having less sex than their older counterparts did at the same age. But this isn’t a sign of prudishness—it can be attributed to several factors.

For one, the rise of social media and online relationships means that face-to-face interactions happen less frequently, and many Gen Zers are delaying physical intimacy as dating becomes more digital. Furthermore, greater anxiety around issues like consent, boundaries, and personal well-being has led to more cautious attitudes towards sex.

Unlike Gen X and Millennials, who were more likely to explore relationships without the constant distractions of smartphones or social pressures of "hookup culture,” Generation Z seems more deliberate in their choices, often prioritising emotional health and safety.

Subtitled Screens Are "On"

For Generation Z, subtitled TV shows aren’t just a necessity—they’re a preferred way to engage with content. Unlike older generations who might reserve subtitles for foreign films, Gen Z tends to watch everything from sitcoms to reality shows with captions on.

Part of this could be attributed to multi-tasking. With their attention often divided between streaming, texting, or scrolling social feeds, reading captions ensures they miss no crucial plot points. It may also reflect globalisation—Gen Z is more open to consuming international content, and subtitles are simply part of that experience.

This viewing habit is markedly different from generations before them, who enjoyed television on traditional platforms with fewer distractions. For Gen Z, though, entertainment is evolving into something both hybrid and hyper-connected.

A Commitment to Diversity and Advocacy

Generation Z is shaping a more inclusive world through acceptance of diversity and progressive attitudes. Not only are they vocal advocates for social justice, but they are also the most racially and ethnically diverse generational cohort to date, bringing lived experiences that inform their attitudes towards greater equality.

Gen Z actively supports movements such as Black Lives Matter, climate activism, gender equality, and LGBTQ+ rights. Their collective commitment goes beyond conversations; they expect brands, workplaces, and institutions to align with their values. Their "wokeness" is not just about awareness but action—choosing brands based on ethical missions, amplifying causes on social media, and rejecting outdated systems of inequality.

This generation’s openness to ideas stands in stark contrast to older generations, whose cultural norms often favoured conformity and compartmentalisation. For Gen Z, acceptance of diversity isn’t negotiable—it’s foundational.

Bridging the Generational Gap

These shifts in behaviour highlight how Generation Z is distancing themselves from traditional norms, yet it’s essential to frame these traits in their larger context. While it would be easy for older generations to criticise these differences as signs of disconnection, they instead signal an evolving society shaped by changing values, priorities, and technology.

By understanding Generation Z’s unique behaviours, businesses, educators, and even family members can better connect with and support this dynamic generation. Whether it’s by offering alcohol-free options, respecting their cautious approach to relationships, or demonstrating inclusivity in branding, the key is to engage with authenticity and adaptability.

Generation Z is more than just a new cohort—they’re architects of the future. Their differences reflect the society they’re striving to build—one that’s healthier, more inclusive, and infinitely connected. Understanding them might just be the first step in keeping up with the changing tides of culture.