Insights into Gen Z Minds

Media misrepresents Gen Z, who must be understood with data-driven insights

The distinct traits and behaviors of Generation Z in Pakistan differ significantly from media and advertisement portrayals. To align with their true potential and evolving mindset, engaging effectively with this dynamic generation requires informed strategies rooted in data.

As the driving force behind innovation and societal change, Gen Z is shaping Pakistan’s future and influencing global trends. Therefore, entities like businesses, academia, media, and policymakers who engage with Gen Z must rely on research-based insights rather than media-driven stereotypes and narratives to accurately grasp this demographic’s aspirations, challenges, and preferences.

This was discussed by Kashif Hafeez Siddiqui, CEO, Pulse Consultant, Karachi, during a session ‘Insights into Gen Z Minds’ held at IPS on January 10, 2025. The session was chaired by Khalid Rahman, chairman IPS, and attended by IPS associates and team members.

Siddiqui delivered an insightful presentation outlining key findings from a five-year longitudinal study exploring Gen Z’s evolving characteristics, preferences, and challenges in Pakistan. The study, conducted from 2003 to 2023, is based on data from 2,223 respondents (educated above matriculation) across seven cities that collectively represent 55% of Pakistan’s population, with a demographic composition of 57% male and 62% female respondents.

He highlighted some of the latest findings as per 2023 data, offering insights into the more favorable qualities of Gen Z, such as their ambitions, political engagement, and digital connectedness, as well as the challenges they face, including a desire for escapism, social isolation, and political disillusionment. He discussed how Gen Z is navigating a world of rapidly changing social, cultural, and economic landscapes and emphasized the need to understand their evolving mindset.