Press Coverage: DecisionMarketing ‘Brands urged to rethink Gen Z as ‘woke culture’ fades’

Gen Z might have been blamed for everything from the rise of “woke” to the return of the “bimbo” but this cohort is now ushering in a new era in which brands are being urged to target audiences based on community, purpose, or intellectual growth, rather than gender.

According to a new report by the cultural insights and trends specialists at MTM, Gen Z is ushering in a new era of alliance and shared acceptance. The report, entitled “The Great Unwokening: Have Hyper Femininity and Masculinity Divided a Generation?”, explores a surprising shift in Gen Z’s approach to gender.

While well acquainted with gender fluidity and dismantling traditional binaries, Gen Z is also grappling with anxieties around global issues, a crisis of purpose, and social isolation. These factors are leading them away from the extremes of identity politics and towards a more unified future centred on shared goals, the study claims.

The era of the “girlboss” ideal, where women should “do it all”, is fading as women seek alternative paths to fulfilment. On the other hand, some young men are embracing traditional expressions of masculinity in response to emerging anxieties. This has sparked a critical conversation about the future of feminism, with some young women even exploring the “tradwife” lifestyle.

The report predicts that Gen Z’s primary motivation will be finding a sense of shared belonging that transcends gender. This shift will manifest in several significant ways.

With a lack of traditional male role models, young men may increasingly turn to peers for guidance and support. Women will create more inclusive spaces that welcome all genders, fostering a sense of community and belonging.

Disillusioned by societal pressures, Gen Z will explore how to make parenthood a fulfilling choice for all genders, along with anticipating that as white-collar careers become more uncertain, blue-collar jobs with a focus on physicality and stability may attract a new generation of women and men alike.

The report is designed to equip brands with insights to connect with Gen Z and emphasises moving beyond stereotypes and understanding the nuances of Gen Z’s evolving views on and expressions of gender.

Brands are encouraged to focus on shared values and target audiences based on community, purpose, or intellectual growth, rather than gender.