What do Gen Z's Unique Habits Mean for Design?

Insights into what Gen Z is investing their time in, 1 design tip and 3 design resources

Author

Sushant Vohra
April 08, 2024

Hi Friends! I’m excited to share this week’s “Designing Near Future” edition with you. Welcome to the 20 new members that joined this week.

Here’s a breakdown of what’s in store today

⭐ 1 Shift: What do Gen Z's Unique Habits Mean for Design?

⚡ 1 Tip: The Medium is the Message

💊 3 Resources: Secret Creative Resources That Pros Use

Reading time: 3 minutes

⭐ Shift


What do Gen Z's Unique Habits Mean for Design?

I’ll be lying if I say Gen Z is easy to understand. This is probably the most fascinating generation in a world where 5 generations are living and working together. Born into the digital era, Gen Z has grown up amidst rapid technological advancements and significant economic shifts. (“Significant” might be an understatement.) Their buying habits, choices and the way they engage with brands, people and products offer a hint into the future of commerce, design and society, and recent studies shed light on some truly intriguing patterns. I want to highlight 3 interesting stories in today’s edition.

Let’s dive in.

1. Nostalgia and Retro Trends

Gen Z's fascination with the past has seen a resurgence in popularity for products from the 2000s, evident in their enthusiasm for "vintage" items on platforms like Depop, where 90% of its users are younger than 26. This theme also extends to technology, with flip phones garnering over 600 million views under its hashtag on TikTok, and the emergence of iPhone cases designed to mimic the look of older devices like Blackberries and flip phones. I mean, just look at the Clicks iphone keyboard accessory. It’s designed for creatives with a throwback aesthetic. Cool! There's even a shift back to wired headphones, moving away from the ubiquity of wireless models like AirPods.

This is a great short read if you want more sources on this shift.

Clicks Iphone Case

2. Multitasking Online

A Squarespace research report found that 92% of Gen Z multitask with other activities while browsing websites online – they’re also more likely than any other generation to eat food (59%), listen to music (59%), talk on the phone (45%) or dance (28%) while browsing websites. Marketers and designers, assume your Gen Z audience will be at least partially distracted when interacting with your content. How does one even design for this? Maybe start with pages that are skimmable, and get to the point quickly… I don’t know. That being said, the same survey shared that - Gen Z are more likely to remember the last website they visited (43%) than their partner’s birthday (38%) or their own social security number (31%). Lol 😂

3. Digital Body Language

Hinge's D.A.T.E (Data, Advice, Trends, and Expertise) 2024 report revealed that a staggering 90% of Gen Z users on the platform are in search of love, yet are hindered by fears of rejection. The report, which surveyed over 15,000 Hinge users, introduced concepts like Digital Body Language (DBL) and "Cringe Mode" as super important factors in understanding today's dating scene. DBL involves interpreting digital cues, such as message response time and emoji use, to gauge interest, while "Cringe Mode" encourages embracing vulnerability to overcome the fear of rejection. I wonder if brands have a digital body language too? I mean, they must right? Otherwise why would almost a third of Gen Z consumers admit to unfollowing or blocking brands weekly on social media?

Credits: Andrea Riondino

Where are we headed?

One thing is for sure - designing for this generation is going to take a lot more that we think. The challenge lies not just in catching their attention but in creating meaningful, engaging experiences that reflect their values and lifestyle.

Gen Z is expected to overtake baby boomers in the workforce by 2024, per a new analysis of census data from Glassdoor. This is exciting for designers like me. It would be a super interesting time to observe - For example, will the above discussed concepts like DBL, Distractions/multi-tasking, etc, play an important role in their day to day offline world?

Only time will tell.

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⚡ Tip

The Medium is the Message

Marshall McLuhan's idea that "the medium is the message" is a pretty valid principle for design if you think about it. It means that the way you choose to show your message—like through a poster, a website, a physical product or an app—plays a big role in how people understand and feel about it. Here’s my spin on breaking this down, especially for design:

  1. Medium Shapes Perception: Just like wearing goggles can change how you see underwater, the medium you choose changes how people see your message.

  2. Interaction Changes Impact: The way people interact with different mediums changes the impact. Scrolling through an app isn't the same as flipping through a magazine.

  3. Context Adds Meaning: Where and how a message is delivered adds layers of meaning. An ad on a bus stop might speak to us differently than the same ad on social media.

  4. Innovation Attracts Attention: Using a new or unexpected medium can make your message stand out. Imagine getting a message in a bottle instead of an email.

  5. Simplicity Speaks Volumes: Sometimes, choosing a simple medium can make a stronger statement than something more complex. A hand-written letter can feel more personal and powerful in today’s digital age.

  6. Emotion Tied to Medium: Different mediums evoke different emotions. Watching a story unfold in a video can pull at our heartstrings in a way that reading the same story might not.

  7. Access and Reach: Choosing the right medium also means considering who can access it. A message on a website reaches a global audience, while a local mural has a more localized, but possibly deeper, community impact.

Alright, that’s it. Checkout this video for more on “the medium is the message”.

Happy Designing!

💊 Resources

3 links to boost your creativity.

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Fin