Gen Z: What we know about them?

Gen Z is often surrounded by stereotypes and assumptions. They’re commonly labeled as the most eco-conscious and tech-savvy generation, yet they’re also portrayed as "lazy" employees. But how accurate are these perceptions? Our report dives into these stereotypes to uncover the truth—exploring whether they hold up and how Baltic Gen Z differs from their global peers.

To better understand this generation, we’ve combined data from Brand Capital—the largest lifestyle and brand survey in the Baltics—with insights from global research and cultural trends.

This report uncovers the reality of Gen Z across key topics such as New Media, Technology, Leisure, Self-Esteem, Finance, Work, Sustainability, and Social Activism. It’s here to help you truly understand the Gen Z audience and avoid being misled by common myths and assumptions.

The presentation, conducted by WIT strategists, is designed to take approximately 60–90 minutes.

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