• Resources
  • Blog
  • Journalists
  • Log In
  • Sign Up
  • Data Privacy
  • Send a Release
Cision PR Newswire: news distribution, targeting and monitoring home
  • News
  • Products
    • Overview
    • Distribution by PR Newswire
    • Cision Communications Cloud®
    • Cision IR
    • Sponsored Placement
    • All Products
  • Contact
    • General Inquiries
    • Request a Demo
    • Editorial Bureaus
    • Partnerships
    • Media Inquiries
    • Worldwide Offices

 

When typing in this field, a list of search results will appear and be automatically updated as you type.

Searching for your content...

No results found. Please change your search terms and try again.
  • News in Focus
      • Browse News Releases

      • All News Releases
      • All Public Company
      • English-only
      • News Releases Overview

      • Multimedia Gallery

      • All Multimedia
      • All Photos
      • All Videos
      • Multimedia Gallery Overview

      • Trending Topics

      • All Trending Topics
  • Business & Money
      • Auto & Transportation

      • All Automotive & Transportation
      • Aerospace, Defense
      • Air Freight
      • Airlines & Aviation
      • Automotive
      • Maritime & Shipbuilding
      • Railroads and Intermodal Transportation
      • Supply Chain/Logistics
      • Transportation, Trucking & Railroad
      • Travel
      • Trucking and Road Transportation
      • Auto & Transportation Overview

      • View All Auto & Transportation

      • Business Technology

      • All Business Technology
      • Blockchain
      • Broadcast Tech
      • Computer & Electronics
      • Computer Hardware
      • Computer Software
      • Data Analytics
      • Electronic Commerce
      • Electronic Components
      • Electronic Design Automation
      • Financial Technology
      • High Tech Security
      • Internet Technology
      • Nanotechnology
      • Networks
      • Peripherals
      • Semiconductors
      • Business Technology Overview

      • View All Business Technology

      • Entertain­ment & Media

      • All Entertain­ment & Media
      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • Entertain­ment & Media Overview

      • View All Entertain­ment & Media

      • Financial Services & Investing

      • All Financial Services & Investing
      • Accounting News & Issues
      • Acquisitions, Mergers and Takeovers
      • Banking & Financial Services
      • Bankruptcy
      • Bond & Stock Ratings
      • Conference Call Announcements
      • Contracts
      • Cryptocurrency
      • Dividends
      • Earnings
      • Earnings Forecasts & Projections
      • Financing Agreements
      • Insurance
      • Investments Opinions
      • Joint Ventures
      • Mutual Funds
      • Private Placement
      • Real Estate
      • Restructuring & Recapitalization
      • Sales Reports
      • Shareholder Activism
      • Shareholder Meetings
      • Stock Offering
      • Stock Split
      • Venture Capital
      • Financial Services & Investing Overview

      • View All Financial Services & Investing

      • General Business

      • All General Business
      • Awards
      • Commercial Real Estate
      • Corporate Expansion
      • Earnings
      • Environmental, Social and Governance (ESG)
      • Human Resource & Workforce Management
      • Licensing
      • New Products & Services
      • Obituaries
      • Outsourcing Businesses
      • Overseas Real Estate (non-US)
      • Personnel Announcements
      • Real Estate Transactions
      • Residential Real Estate
      • Small Business Services
      • Socially Responsible Investing
      • Surveys, Polls and Research
      • Trade Show News
      • General Business Overview

      • View All General Business

  • Science & Tech
      • Consumer Technology

      • All Consumer Technology
      • Artificial Intelligence
      • Blockchain
      • Cloud Computing/Internet of Things
      • Computer Electronics
      • Computer Hardware
      • Computer Software
      • Consumer Electronics
      • Cryptocurrency
      • Data Analytics
      • Electronic Commerce
      • Electronic Gaming
      • Financial Technology
      • Mobile Entertainment
      • Multimedia & Internet
      • Peripherals
      • Social Media
      • STEM (Science, Tech, Engineering, Math)
      • Supply Chain/Logistics
      • Wireless Communications
      • Consumer Technology Overview

      • View All Consumer Technology

      • Energy & Natural Resources

      • All Energy
      • Alternative Energies
      • Chemical
      • Electrical Utilities
      • Gas
      • General Manufacturing
      • Mining
      • Mining & Metals
      • Oil & Energy
      • Oil and Gas Discoveries
      • Utilities
      • Water Utilities
      • Energy & Natural Resources Overview

      • View All Energy & Natural Resources

      • Environ­ment

      • All Environ­ment
      • Conservation & Recycling
      • Environmental Issues
      • Environmental Policy
      • Environmental Products & Services
      • Green Technology
      • Natural Disasters
      • Environ­ment Overview

      • View All Environ­ment

      • Heavy Industry & Manufacturing

      • All Heavy Industry & Manufacturing
      • Aerospace & Defense
      • Agriculture
      • Chemical
      • Construction & Building
      • General Manufacturing
      • HVAC (Heating, Ventilation and Air-Conditioning)
      • Machinery
      • Machine Tools, Metalworking and Metallurgy
      • Mining
      • Mining & Metals
      • Paper, Forest Products & Containers
      • Precious Metals
      • Textiles
      • Tobacco
      • Heavy Industry & Manufacturing Overview

      • View All Heavy Industry & Manufacturing

      • Telecomm­unications

      • All Telecomm­unications
      • Carriers and Services
      • Mobile Entertainment
      • Networks
      • Peripherals
      • Telecommunications Equipment
      • Telecommunications Industry
      • VoIP (Voice over Internet Protocol)
      • Wireless Communications
      • Telecomm­unications Overview

      • View All Telecomm­unications

  • Lifestyle & Health
      • Consumer Products & Retail

      • All Consumer Products & Retail
      • Animals & Pets
      • Beers, Wines and Spirits
      • Beverages
      • Bridal Services
      • Cannabis
      • Cosmetics and Personal Care
      • Fashion
      • Food & Beverages
      • Furniture and Furnishings
      • Home Improvement
      • Household, Consumer & Cosmetics
      • Household Products
      • Jewelry
      • Non-Alcoholic Beverages
      • Office Products
      • Organic Food
      • Product Recalls
      • Restaurants
      • Retail
      • Supermarkets
      • Toys
      • Consumer Products & Retail Overview

      • View All Consumer Products & Retail

      • Entertain­ment & Media

      • All Entertain­ment & Media
      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • Entertain­ment & Media Overview

      • View All Entertain­ment & Media

      • Health

      • All Health
      • Biometrics
      • Biotechnology
      • Clinical Trials & Medical Discoveries
      • Dentistry
      • FDA Approval
      • Fitness/Wellness
      • Health Care & Hospitals
      • Health Insurance
      • Infection Control
      • International Medical Approval
      • Medical Equipment
      • Medical Pharmaceuticals
      • Mental Health
      • Pharmaceuticals
      • Supplementary Medicine
      • Health Overview

      • View All Health

      • Sports

      • All Sports
      • General Sports
      • Outdoors, Camping & Hiking
      • Sporting Events
      • Sports Equipment & Accessories
      • Sports Overview

      • View All Sports

      • Travel

      • All Travel
      • Amusement Parks and Tourist Attractions
      • Gambling & Casinos
      • Hotels and Resorts
      • Leisure & Tourism
      • Outdoors, Camping & Hiking
      • Passenger Aviation
      • Travel Industry
      • Travel Overview

      • View All Travel

  • Policy & Public Interest
      • Policy & Public Interest

      • All Policy & Public Interest
      • Advocacy Group Opinion
      • Animal Welfare
      • Congressional & Presidential Campaigns
      • Corporate Social Responsibility
      • Domestic Policy
      • Economic News, Trends, Analysis
      • Education
      • Environmental
      • European Government
      • FDA Approval
      • Federal and State Legislation
      • Federal Executive Branch & Agency
      • Foreign Policy & International Affairs
      • Homeland Security
      • Labor & Union
      • Legal Issues
      • Natural Disasters
      • Not For Profit
      • Patent Law
      • Public Safety
      • Trade Policy
      • U.S. State Policy
      • Policy & Public Interest Overview

      • View All Policy & Public Interest

  • People & Culture
      • People & Culture

      • All People & Culture
      • Aboriginal, First Nations & Native American
      • African American
      • Asian American
      • Children
      • Diversity, Equity & Inclusion
      • Hispanic
      • Lesbian, Gay & Bisexual
      • Men's Interest
      • People with Disabilities
      • Religion
      • Senior Citizens
      • Veterans
      • Women
      • People & Culture Overview

      • View All People & Culture

      • In-Language News

      • español
      • português
      • Česko
      • Danmark
      • Deutschland
      • España
      • France
      • Italia
      • Nederland
      • Norge
      • Polska
      • Portugal
      • Россия
      • Slovensko
      • Suomi
      • Sverige
  • Overview
  • Distribution by PR Newswire
  • Cision Communications Cloud®
  • Cision IR
  • Sponsored Placement
  • All Products
  • General Inquiries
  • Request a Demo
  • Editorial Bureaus
  • Partnerships
  • Media Inquiries
  • Worldwide Offices
  • PR Newswire: news distribution, targeting and monitoring
  • Send a Release
    • ALL CONTACT INFO
    • Contact Us

      888-776-0942
      from 8 AM - 10 PM ET

  • Send a Release
  • Sign Up
  • Log In
  • Resources
  • Blog
  • Journalists
  • RSS
  • GDPR
  • News in Focus
    • Browse All News
    • Multimedia Gallery
    • Trending Topics
  • Business & Money
    • Auto & Transportation
    • Business Technology
    • Entertain­ment & Media
    • Financial Services & Investing
    • General Business
  • Science & Tech
    • Consumer Technology
    • Energy & Natural Resources
    • Environ­ment
    • Heavy Industry & Manufacturing
    • Telecomm­unications
  • Lifestyle & Health
    • Consumer Products & Retail
    • Entertain­ment & Media
    • Health
    • Sports
    • Travel
  • Policy & Public Interest
  • People & Culture
    • People & Culture
  • Send a Release
  • Sign Up
  • Log In
  • Resources
  • Blog
  • Journalists
  • RSS
  • GDPR
  • Overview
  • Distribution by PR Newswire
  • Cision Communications Cloud®
  • Cision IR
  • All Products
  • Send a Release
  • Sign Up
  • Log In
  • Resources
  • Blog
  • Journalists
  • RSS
  • GDPR
  • General Inquiries
  • Request a Demo
  • Editorial Bureaus
  • Partnerships
  • Media Inquiries
  • Worldwide Offices
  • Send a Release
  • Sign Up
  • Log In
  • Resources
  • Blog
  • Journalists
  • RSS
  • GDPR

Meredith Data Studio And The Harris Poll Announce Study Of Gen Z Women, Revealing Their Unique Perspectives On Life, Career, Relationships, Racial Injustice, Social Media And More

GEN Z WOMEN SHRUG OFF MANY TRADITIONAL CHOICES TO DEFINE LIFE ON THEIR OWN TERMS, YET FEEL IMMENSE PRESSURE TO HAVE THEIR LIVES TOGETHER BY THE AGE OF 30

Gen Z Women Are Pushing the Boundaries on Inclusivity, Seeking Brands That Celebrate All Types of People and "Cancelling" Those That Don't Meet Their Standards

(PRNewsfoto/Meredith Corporation)

News provided by

Meredith Corporation

Nov 11, 2020, 16:01 ET

Share this article

Share this article


NEW YORK, Nov. 11, 2020 /PRNewswire/ -- Meredith Corporation's (NYSE: MDP) Data Studio and The Harris Poll today announced the results of an in-depth survey about Generation Z women, revealing the profound impact that COVID-19 has had on their lives, their priorities for the future and their views on careers, relationships, racial injustice, social media and brands. Although Gen Z women believe their lives have been put on hold by COVID-19 (32%), today's 16- to 23-year-old women are more likely than other generations to be excited to build their lives in the new normal after COVID-19. Three-quarters (77%) of Gen Z women say that COVID-19 will have a long-term impact on their world view, and 70% believe that it has shone a spotlight on racial injustice in this country.

America's most multicultural generation has faced the highest levels of discrimination, with six in 10 Gen Z women saying they have been discriminated against because of their race. More than eight in 10 (82%) of Gen Z women say, "Racial equality is more important to our country now than ever before."  When it comes to their relationships with brands, over three in four (76%) say, "I would like to see more women of color embraced in companies' services and products, not just their marketing." Almost eight in 10 (78%) have broken up with a brand for some reason, including the brand's price, racial discrimination and labor practices, and half of Gen Z women have called out a brand that behaved in a way that they believed was unethical.

Percentage of Gen Z women who have "broken up" with a brand, or stopped using it for the following reasons: 

  • Price of brand/product: 37%
  • Racial discrimination: 27%
  • Decline in quality of products: 21%
  • Labor practices: 20%
  • Sustainability practices: 16%

Looking at their hopes for the year ahead, the top 2021 personal goals for Gen Z women are to become financially independent (31%), travel (27%), do well in school (26%), prioritize mental/physical health (24%) and finding/being in a fulfilling career (20%). A majority of Gen Z women (78%) feel immense pressure to have their lives together by the age of 30, focusing on real estate, their careers and finances.

The top goals that Gen Z women want to achieve by the time they are 30:

1. Buy a house (32%)
2. Be settled and/or fulfilled in my career (27%) - tie
2. Be financially independent (27%) - tie
4. Start a family (of some sort) (26%)
5. Achieve financial stability (24%)
6. Travel (23%)
7. Find a spouse/partner (16%)
8. Start my own business (15%)

Although Gen Z women are career-focused, they also value work-life balance, with 74% saying that after watching their parent(s) burn themselves out at work, they are making an active effort to find more balance in their lives (versus 60% of non-Gen Z women). Gen Z women anticipate a less traditional, fluid work future with 74% saying they "anticipate redefining my career frequently as I grow and evolve as a person." More than half (58%) of Gen Z women say they prefer to work in a freelance job or their own business for flexible hours.

COVID-19 affected the mental health of Gen Z women, with 24% saying their overall mental health has decreased and 38% say it has made them more anxious. One-quarter (23%) of Gen Z women also say that COVID-19 has made them crave stability. Although this generation is often written about as being the most stressed and anxious generation to date, many Gen Z women see it as a sign of self-care and acceptance to acknowledge one's stress and anxiety levels. Almost eight in 10 (79%) say being "self-aware enough to deal with mental health issues will help me get ahead in the world," while the same number say "It's better to be honest about anxiety than to pretend it doesn't exist." In fact, mental health is the new gym to this generation, with nearly three in four (73%) agreeing that "If people spent as much time on their mental health as the time they spent in the gym, the world would be a better place," and 70% prioritizing mental health versus 30% who prioritize physical health. 

Gen Z women see everything on a spectrum, including relationships. Three in four say "dating today is more on a spectrum than it has been in the past." One in 10 or more have had three-day weekend relationships (10%), open relationships (11%) or virtual-only relationships (15%). Meanwhile, over a quarter have had undefined relationships (25%), friends with benefits (27%), and on-again/off-again relationships (29%). Gen Z women are also less interested in getting married and having children than other generations, and they are more focused on their careers with 58% saying that starting their career is/was more important versus 42% saying that starting their family is/was more important. Less than half of Gen Z women say they feel/felt pressure to settle down with a single life partner (47%) or have children (40%). One-quarter (25%) of Gen Z women do not plan to have children.

Gen Z women aren't loyal to social media platforms with almost eight in 10 (78%) saying they are willing to try out new social media platforms that provide interesting or entertaining content. And although 86% of Gen Z women say that social media is essential, 83% also say it is dispensable. Even so, three-quarters (75%) of Gen Z women say they get the bulk of their news from social media and 54% of Gen Z women say they actively think about managing their personal brand on social media. 

Platforms that Gen Z women see as dispensable:

1. Facebook (37%)
2. Instagram (36%)
3. Snapchat (35%)
4. Instagram Live (32%) - tie
4. TikTok (32%) - tie
6. YouTube (29%)

Platforms that Gen Z women see as essential:

1. YouTube (62%)
2. Instagram (48%)
3. Snapchat (46%)
4. TikTok (40%)
5. Facebook (30%)
6. Instagram Live (17%)

Survey Methodology: This survey was conducted online within the U.S. by The Harris Poll on behalf of the Meredith Data Studio from June 15 to 23, 2020, among 2,707 women ages 16 and older, including 1,201 Gen Z women (age 16-23). We also conducted qualitative diaries and interviews with six Gen Z women, ranging from those in high school to recent college graduates. This Gen Z audience also included Black (n=368), Latina (n=383), White (n=264), Asian (n=162), 1st/2nd-generation American (n=624), and LGBTQ (n=301) Gen Z women.

Meredith Corporation and The Harris Poll hosted an Exponential Z webinar to unveil this new survey data. The webinar also featured a moderated discussion with three extraordinary Gen Z influencers. To view the event, click here.

This research follows Meredith and The Harris Poll's 2019 in-depth "Burnout Flashpoint" landmark study that delved into the stress epidemic affecting the American woman (release here). 

ABOUT MEREDITH CORPORATION
Meredith Corporation (NYSE: MDP), a leading media company for nearly 120 years, produces service journalism that engages audiences with essential, inspiring and trusted content across multiple platforms, including digital, video, print and broadcast television. Meredith's National Media Group reaches nearly 95 percent of all U.S. women and more than 190 million unduplicated American consumers every month through such iconic brands as PEOPLE, Better Homes & Gardens, Allrecipes, Southern Living and REAL SIMPLE. Meredith's premium digital network reaches more than 150 million consumers each month. The company is the No. 1 U.S. magazine operator, with 36 million subscribers, and is the No. 2 global licensor, with robust brand licensing activities that include a Better Homes & Gardens partnership with Walmart. Meredith's Local Media Group portfolio's 17 television stations reach 11 percent of U.S. households and 30 million viewers. Meredith's portfolio is concentrated in large, fast-growing markets, with seven stations in the nation's Top 25 markets, including Atlanta, Phoenix, St. Louis and Portland, and 13 stations in the Top 50.

ABOUT MEREDITH DATA STUDIO
Meredith Data Studio is Meredith Corporation's in-house research and insights division, leveraging the company's massive scale and unparalleled access to women to uncover timely information and projections about their habits, preferences and motivations. Using its vast, proprietary first-party data, Meredith Data Studio offers its advertising partners full-service data solutions featuring predictive analytics, paid consulting and self-service tools, which deliver precisely targeted audience and contextual advertising to help inform marketing, product and business strategies. 

ABOUT THE HARRIS POLL
The Harris Poll is one of the longest-running surveys in the U.S., tracking public opinion, motivations and social sentiment since 1963. It is now part of Harris Insights & Analytics, a global consulting and market research firm that strives to reveal the authentic values of modern society to inspire leaders to create a better tomorrow. harrispoll.com

SOURCE Meredith Corporation

Related Links

https://www.meredith.com

Modal title

Contact Cision

  • Cision Distribution 888-776-0942
    from 8 AM - 9 PM ET

  • Chat with an Expert
  • General Inquiries
  • Request a Demo
  • Editorial Bureaus
  • Partnerships
  • Media Inquiries
  • Worldwide Offices

Products

  • Cision Communication Cloud®
  • For Marketers
  • For Public Relations
  • For IR & Compliance
  • For Agency
  • For Small Business
  • All Products

About

  • About PR Newswire
  • About Cision
  • Become a Publishing Partner
  • Become a Channel Partner
  • Careers
  • COVID-19 Resources
  • Accessibility Statement
  • Asia
  • Brazil
  • Canada
  • Czech
  • Denmark
  • Finland
  • France
  • Germany
  • India
  • Israel
  • Italy
  • Mexico
  • Middle East
  • Netherlands
  • Norway
  • Poland
  • Portugal
  • Russia
  • Slovakia
  • Spain
  • Sweden
  • United Kingdom

My Services

  • All New Releases
  • Online Member Center
  • ProfNet

Contact Cision

Products

About

My Services
  • All News Releases
  • Online Member Center
  • ProfNet
Cision Distribution Helpline
888-776-0942
  • Terms of Use
  • Privacy Policy
  • Information Security Policy
  • Site Map
  • RSS
  • Cookie Settings
Copyright © 2022 Cision US Inc.