Multiple studies are delving into Generation Z, which includes individuals born from 1997 to 2012, and how they absorb information in 2024. Jigsaw, a subsidiary of Google, conducted a study on how Generation Z consumes and comprehends information from the internet.
Jigsaw CEO Yasmin Green said, “Within a week of actual research, we just threw out the term ‘information literacy.’” She found the Generation Z demographic “is not on a linear journey to evaluate the veracity of anything.”
Jigsaw’s research found that Generation Z tends to only read the headlines online and then navigates to the comments section on articles.
Credible sources for Gen Z are influencers and other notable figures they trust based on sensibilities and emotions rather than credentials, the Jigsaw research found.
Generation Z tends to rely on favored influencers for information rather than seeking the truth from primary sources. They prefer short, easy-to-digest content.
Chad Kessler, the CEO of American Eagle, siad, “Gen Z wants to support and participate in brands that they believe in and that reflect them. They are loyal to brands they feel understand them and reflect their values.”
CEO Green from Jigsaw said, “The old guard is like: ‘Yeah, but you have to care ultimately about the truth.’ The Gen Z take is: ‘You can tell me your truth and what you think is important.”
Generation Z values credibility based on consensus among peers rather than authority figures.
They discover news sources within their social circles and primarily use the digital realm for leisure rather than specific tasks.
Generation Z is hesitant to trust gimmicks and insincerity, as noted in informal accounts from Jigsaw research participants.