Report Reveals 74% of Gen Z Are Remixing Their Identities and Preferences – And Brands Are Missing the Moment
GLM TEAM 
BOO! Campus Media unveils the Gen Z Futures Report, and launches Youth Board and new campus TV channel Glitch to connect with the largest generation yet
November 2025, Cape Town – Gen Z, South Africa’s most powerful consumer force, is a generation defined by its aversion to fleeting trends, cultural stereotypes, “woke” labels and “cancel culture”, and its love of authenticity, restful rebellion, and resilience in the face of mental, financial and climate crises.
And contrary to popular belief, young people do not see AI as the future, but rather as a “sidekick for hustling smarter, creating faster, and scaling ideas at unprecedented speed”.
These findings were released today in BOO! Campus Media‘s Gen Z Futures Report, a landmark study designed to help brands, educators, and businesses engage with the largest generational cohort in history.
“Our research reveals how Gen Z is reshaping identity, work, and culture, with 74% remixing their identity across contexts and 65% experiencing mental health challenges yet engaging with it in resourceful ways,” says Greg Potterton, author of the report and Chief Growth Officer at BOO! Campus Media, South Africa’s leading student media company.
The report draws on more than two decades of youth insight through engagement with major global brands, new global and local research, and extensive interviews with 120 student influencers.
Gen Z’s immense spending power
Globally, Gen Zs account for over 40% of consumers, and at a total population size of 19 million, this group of 13- to 28-year-olds currently make up an estimated 29% of South Africa’s population.
By 2030, this cohort is projected to have an annual spending power of more than R1.1 trillion. They already influence more than 80% of household purchasing decisions, making them a cultural and economic force no brand can afford to ignore, the report finds.
More than 72% say affordability is a major purchasing consideration, and they expect brands to offer student discounts and bundle deals. Affordability earns their loyalty.
In South Africa, although many Gen Zs earn under R5 000 (excluding side hustles), they are skilled at managing their money, saving an average of R1 800 a month. More than 60% are also running side hustles to supplement their income in order to cope with the cost of living crisis. They mainly spend on data, airtime, food, drinks, beauty, gadgets and entertainment – and value durable, high-quality goods that give them a sense of stability, identity and cultural relevance.
70% of Gen Zs prize financial independence – something that was easier for older generations – and they value brands that guide them there.
Why Gen Zs choose the slow, real and fluid
A major finding of the Gen Z Report is that today’s 20-somethings value “slow communities” – favouring real-world connection and slow living over the burnout experienced from hyper-speed digital life, parasocial connection (one-sided emotional connection with celebrities or influencers, who are unaware of their existence), and the feeling of being “always on”.
Similarly, they favour re-wearing, upcycling and spending on “investment pieces” with longevity that express authentic identity, rather than rapid turnover of micro-trends. In fact, 73% are willing to pay more for products that align with their values or reflect their identity rather than the latest trend. 61% describe themselves as “forever customers… if brands deliver on authenticity, quality and value”.
“Gen Z is shifting from mere aesthetics to the underlying value of brands… and seeks brands that demonstrate genuine commitments to sustainability, diversity and ethical practices.”
In terms of identity, fluidity is everything. “Careers are non-linear, interests shift quickly, relationships flow between offline and online, cultures blend, and gender and sexuality are open spectrums. They do not equate fluidity with being ‘woke’. So-called ‘woke’ culture will likely give way to a culture of pragmatic authenticity, where values are lived quietly, complexity is accepted, and actions matter more than optics.”
Up to 40% of Gen Zs grapple with anxiety – and view rest as an act of quiet rebellion in the face of academic burnout, financial and political stress, and climate pressures.
Source: BOO! Campus Media’s Gen Z Futures Report
The media savvy of the Gen Z generation
The Gen Z generation is exposed to an average of 10 000 messages a day. “Brands shouldn’t add to the noise, or share messages that feel inauthentic or exploitative. This generation is very discerning in terms of content, and has a highly attuned bullsh*t radar,” says Potterton.
Gen Zs spend an average of 7 hours a day on their phones, 3 of which are on social media. Content has to be immediate, and social media is central to their lives, with TikTok setting the beat for music, fashion and activism, long before it hits the mainstream. “About 64% drop off from long form content after a minute, but when it comes to brand messaging, we’re heading towards the 3-second attention span.”
Gen Zs do, however, still appreciate traditional anchor media, and in the campus setting, billboards, radio and digital screens “cut through the scroll”, signalling that a brand is established and worth noticing.
In terms of AI, young people see it not as a threat but as a tool – and since it is levelling the playing field of media creation, they now value brands that display authenticity rather than high production value.
What brands should know about Gen Zs
“Gen Z is not just another youth segment – they are the largest, most connected, and most culturally influential generation ever,” says Potterton. “Fluid in identity and fearless in expression, they remix culture, careers, and communities in ways no generation has before. Brands are missing the moment. That is why this report is a powerful tool for leaders who want to stay relevant, adapt quickly, and thrive in a future shaped by Gen Z.”
BOO! Media launches Youth Board and GLITCH TV for trend-shaping cultural insights
In tandem with the report, BOO! Campus Media is also launching its Youth Board and a new TV channel airing at campuses across South Africa.
The Youth Board is an online community of influential students drawn from campuses across the country, serving as a dynamic bridge between brands and youth culture to provide real-time feedback, trend insights, and co-creation opportunities to ensure brands stay aligned with Gen Z’s fast-changing world.
Glitch TV is a disruptive new platform that gives students the chance to showcase their TikTok reels across 220 campus digital screens nationwide. “With just one upload, students can see their creativity come alive on the biggest stage of their life: their own campus. It’s a cultural stage built by students, for students, where community, creativity, and culture collide,” said Curtis Deysel, Executive Producer for content at BOO! Campus Media.
Dave McKenzie, Founder and CEO of BOO! Media, concludes: “At Campus Media our strength lies in being immersed in student life across South Africa, as our media platforms on campus offer 360-degree solutions. The Gen Z Futures Report and the Youth Board cement our role in providing clients with both foresight and immediate access to youth culture. Together, they provide the roadmap and the real-time connection brands need to succeed with Gen Z.”
About The Author
Subscribe To Our Weekly Newsletter
