Relationships, health and financial stability are the defining priorities for Gen Z according to new EY survey

• Financial independence is a near universal goal (87%), but wealth aspirations vary greatly by country
• A majority (51%) rate their mental and physical health as the primary measure of future success, more than any other factor
• Nearly half (45%) are eager to try new tech, but global attitudes diverge, ranging from enthusiasm to indifference

A desire for financial independence (87%), staying true to oneself (84%) and being in a relationship (60%) are among the leading priorities and milestones of Gen Z. This is according to a new study by the EY organization and Young China Group LLC, The first global generation: Adulthood reimagined for a changing world, which captured the views of more than 10,000 18- to 34-year-olds spanning 10 countries.

The research explores what adulthood looks like for the first generation to grow up both fully immersed in the era of the internet and during the rise of social media. It reveals a profound shift in how young adults approach life’s traditional milestones and view success. More than four of five (86%) young adult respondents globally currently think of themselves as an adult, yet 60% still live with parents or caregivers. More than half (51%) of today’s youth respondents globally view physical and mental health as their primary success metric, with family relationships (45%) outranking wealth (42%) in most countries.

For business leaders, this represents a fundamental restructuring of human capital, as organizations must evolve traditional recruitment and retention strategies, and brands will have to address a customer base that increasingly questions assumptions about consumption and success.

Marcie Merriman, EY Americas Cultural Insights & Customer Strategy Leader, says:

“Today’s young adults are bound together by an unprecedented level of connection through shared experiences, challenges and aspirations that transcend geographical boundaries. Gen Z is the first truly global generation, and those that are part of it are pragmatic architects of change, approaching life’s milestones not with rebellion but with reasoned skepticism and a global perspective. Organizations that understand and adapt to this new reality will thrive; those that don’t risk becoming obsolete.”

Redefining success, stability and leadership

The study shows that young people today are developing an adult-like sensibility and emotional maturity early on, at least in part due to their unlimited access to information. This has cultivated a generation that intimately understands life’s complexities while also driving a striking dichotomy on their views of the future. Almost a third (31%) of young adult respondents worldwide are very or extremely excited about what their lives will be like at 50, but slightly more (34%) harbor deep fears.

Young adults in every country surveyed rated concerns around finances as their top worry. From a professional standpoint, the implications are considerable as nearly nine in 10 (87%) say that financial independence is highly important but less than two in three (63%) have a strong desire to get rich. Job hopping is also no longer viewed as a negative as in decades past – almost six in 10 (59%) respondents globally believe they should work for up to five organizations throughout their lives, and almost one-fifth (19%) believe they should work for six or more.  

Attitudes towards money did vary considerably by country, as it was ranked as the most important factor for future success in Japan and South Korea but only fifth in the US. Conversely, India and Saudi Arabia led the way among those who deemed getting rich extremely or very important with more than four in five (86% and 84% respectively) in each country while less than half (48% and 49% respectively) of respondents in US and Germany and only one-third (33%) in Sweden citing its importance.

While Gen Z’s motivations for many of life’s traditional goals have changed, the personal desires for these goals still exist. More than one-third (34%) are married, and one-fourth (25%) have a partner, while half of those not in a relationship desire to be in one. Despite overall declines in fertility rates globally, nearly three in 10 (29%) already have at least one child, and almost half (47%) of those who are currently childless say they would like to have children in the future.

Hanne Jesca Bax, EY Global Vice Chair – Clients & Industries, says:

“Now is the age of the empowered customer, and we see this desire for control and craving for knowledge that is the basis for confidence come through in Gen Z. People of this age group are not passive participants in their lives or careers; they are pragmatically navigating what success looks like for them as individuals. Business leaders must recognize how this desire for ownership is rapidly reshaping the broader consumer and talent landscape and adapt their strategies accordingly.”

Technology as the great accelerator

Technology has given young people worldwide a common digital vocabulary and experience, bridging languages and cultures closer together. Almost all (99%) of those surveyed have a smart phone and 94% use a social media platform daily. However, nearly half (44%) of respondents globally say they would prefer to spend less time on social media and one-third (33%) say they usually or always feel anxious or depressed.

With the rapid integration of artificial intelligence (AI) into every aspect of life, the study shows that young people’s excitement for technology is being put to the test. While nearly half (45%) of respondents say they are excited to try new tech, attitudes vary significantly across different regions, often oscillating between enthusiasm and apathy. Emerging economies like Saudi Arabia (39%) and India (30%) are more inclined to embrace tech, while saturated markets like Japan (17%) and South Korea (17%) show greater caution.

Joe Depa, EY Global Chief Innovation Officer, says:

“Raised in the era of smartphones and social media, Gen Z brings a uniquely tech-native perspective to the rise of technology, including AI. We believe strongly that by equipping and enabling the next generation of talent with AI skills, we will have the potential to create a better, more inclusive world.”

The full research findings can be found here.

-ENDS-

Notes to editors

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The first global generation: Adulthood reimagined for a changing world methodology

The research was developed in collaboration between Ernst & Young LLP (EY US), led by Marcie Merriman, EY Generational Dynamics Leader, and Young China Group LLC, led by Zak Dychtwald, CEO. EY US surveyed 10,084 18- to 34-year-olds across 10 countries (the United States, Brazil, Germany, Sweden, Saudi Arabia, South Africa, India, China, South Korea and Japan). The online survey was delivered in each country’s native language between September 23-October 22, 2024. Security protocols were in place to help ensure respondent quality.

The survey recruited a mix of age, race/ethnicity, gender, urban/rural, educational attainment and socioeconomic status.