What Malaysia can learn from Gen Z

AS we mark the second anniversary of the 15th general election on Nov 19, 2022, it’s impossible to ignore the pivotal role of youth in shaping that outcome. Gen Z is a force to be reckoned with, whether in the run-up to the next polls or otherwise. As the future of the nation, they demand to be heard, and it’s up to society, from policymakers to educators, to rise to that challenge.

The world has changed, and so have its younger generations. Gen Z and Gen Alpha, today’s children are unlike millennials and boomers. Their lingo – words like “Skibidi”, “frizz”, “tax”, and “fan” – is just one reflection of their evolving culture. Staying in tune with their mindset is essential for parents, teachers, and society. It’s not just about understanding the slang; it’s about grasping the values, aspirations, and habits that shape this generation. The same applies to market researchers and retail brands. To remain relevant, they must understand what drives these young individuals – their likes, dislikes, and priorities.