Beats research highlights gap in Generation Z perceptions

A study conducted by the Beats brand, owned by Ambev, reveals a significant gap between how Generation Z perceives itself and how other generations view them. The research, facilitated by the Toluna platform, surveyed 1,000 Brazilians, split equally between individuals aged 18 to 24 and members of other age groups.

The findings highlight major discrepancies regarding digital life and social behavior. For instance, 83% of respondents from other generations believe Gen Z prefers recording moments over living them, whereas only 19% of Gen Z participants agreed. Similarly, 84% of older generations believe young people choose experiences based on social media potential, compared to just 29% of the youth themselves.

Discrepancies also appeared in views on social activities and relationships. While 81% of older respondents believe Gen Z dances primarily to create content, only 21% of Gen Z participants shared this view. Regarding romantic connections, 73% of other generations believe Gen Z prefers casual relationships, but 85% of the youth reported being more selective in their romantic involvements.