Gen Z in Türkiye: Defining a new tomorrow

Gen Z represents a dynamic and transformative force affecting societies worldwide. In Türkiye, this generation is at the forefront of redefining cultural norms and consumer behaviors, reshaping the landscape of modern life.

Born into the digital age, Türkiye boasts the largest Gen Z population in Europe, making up 15% of its demographic. Their unique characteristics offer intriguing insights into their future aspirations.

Redefining entertainment consumption

Television has traditionally held a special place in Turkish families, but Gen Z is rewriting the rules of viewership. With 97% of Turkish Gen Z having internet access, they are increasingly less reliant on conventional television. A remarkable 76% engage with social media daily, indicating a clear preference for digital content over traditional broadcasts.

This shift reflects their search for content that resonates with their interests, leading them to platforms like YouTube and social media for entertainment. According to Kantar, 60% of Gen Z viewers aged 18-24 consider YouTube their preferred TV platform, highlighting a significant trend toward online streaming.

Gen Z values authentic connections with content creators, with 73% of YouTube viewers believing the platform is the best place to hear diverse perspectives. This shows that they actively consume content, seeking to learn, grow, and explore their passions.

Shopping habits and economic independence

Gen Z in Türkiye is creating waves in the consumer world. With 83% of this demographic being single, many already hold jobs, granting them a level of economic independence unparalleled by previous generations. This financial autonomy is reflected in their unique shopping habits.

A staggering 88% of Gen Z aged 18-24 conduct online research, and 70% shop online. Their pragmatic approach to shopping is evident, as 62% are willing to explore alternatives even if they have a favorite brand. This independent behavior compels brands to collaborate on Gen Z’s terms, emphasizing the importance of search engines and social media platforms in their marketing strategies.

Gen Z’s work-life balance preferences

Unlike previous generations, Gen Z is resistant to the traditional 9-to-5 work model. They advocate for work hours that allow them to prioritize family, friends, sports, and arts.

Experts suggest that keeping this generation engaged at their desks can be quite challenging. The demand for flexibility in employment is on the rise, with a noticeable decline in interest for full-time positions.

Generation of change

Türkiye’s Gen Z is redefining communication, consumer habits, and entertainment preferences. Their unique blend of digital nativity, economic independence and desire for authenticity presents a distinct set of challenges and opportunities for brands and content creators.

Professor Demet Lukuslu from Yeditepe University emphasizes that generations, like other social categories, are not homogeneous. She highlights that marketing and human resources heavily influence the categorization of X, Y, and Z generations.

Lukuslu outlines the common characteristics of this global youth cohort:

• Questioning the role of education: Despite being the most educated generation, they feel that the education system has not fulfilled its promises.
• A double-edged sword: Young people in the context of aging Western societies and youthful Middle Eastern and African societies often view youth as a disadvantage rather than an advantage.
• Navigating youth unemployment: Gen Z experiences a transition period marked by anxiety and uncertainty about adulthood.
• Concerned about climate change: They are acutely aware of global challenges and the future of the planet.

Generation with highest economic independence

With a higher level of financial autonomy compared to previous generations, Gen Z is shaping marketing and shopping dynamics.

Their low brand loyalty – 62% are willing to explore alternatives – forces marketers to adapt their strategies and focus on social media platforms.

Invitation for brands

With a significant portion of the population belonging to Gen Z, brands are called to innovate and evolve. This digitally native generation, armed with economic independence and diverse expectations, will continue to reshape industries and define the future.

In Türkiye, Gen Z’s happiness rates have notably increased, with a recent study showing that 54% of the 18-24 age group express happiness – a substantial rise from the previous year. They are not just consumers; they are active participants in their realities, blending social interactions with their lifestyle choices.

As we look ahead, it is clear that Gen Z in Türkiye is more than just a demographic; they are the architects of a new future, driving change in every aspect of society.