Colloquially known as “Zoomers,” Gen Z is generally defined as the generation born between 1997 and 2012. This generation has grown up immersed in technology and is considered the first truly digital native generation.
Making up 27% of the U.S. population, Gen Z is considered the largest generation in American history. It’s also the most ethnically diverse and politically progressive generation. Gen Zers have earned their place as mental health advocates.
If you’re a marketer looking to work with Gen Z influencers, here are some important highlights about the demographic group’s experience with — and commitment to — mental health awareness.
Mental health advocacy
According to a report by Insider Intelligence, more than 40% of Gen Zers have been diagnosed with a mental health condition. Among them, 8 in 10 experience depression and 9 in 10 experience anxiety.
Although there are undoubtedly plenty of real-world challenges and issues facing the generation, it’s worth noting that a formal diagnosis comes from a trained professional. And because Gen Z is more likely than other generations to seek therapy, they’re also more likely to receive a diagnosis. Gen Z has outpaced the overall total of U.S. adults who have seen a therapist since the pandemic began, according to Statista.
With the rise of virtual care apps, telehealth services, and other free resources for teens struggling with their mental health, it feels like an inevitable path that Gen X would organically become mental health advocates on social media.
For marketers to truly understand the value and importance of this role, consider that 60% of the cohort reported being impacted by social media influencers when making mental health decisions.
Takeaway for marketers
Acknowledge the importance not only of mental health but also of Gen Z’s role as an advocate for self-care, therapy, and mental health tools. Work with influencers to find organic methods to incorporate expert advice, helpful resources, and authentic voices speaking up on social media. Make sure your marketing efforts with Gen Z influencers are genuine and consistent, not performative branding.
Attitudes toward social media
While older generations are more likely to blame social media for the rise of teen depression, more than one in three Gen Zers in the U.S. said it’s been beneficial to their mental health. The remaining respondents were divided, reporting that social media’s impact was neither positive nor negative (24%), very or somewhat negative (31%), or not sure (9%).
For more than half of Gen Zers surveyed, social connectivity and self-expression were cited as positive aspects of social media. Additionally, one-third of Gen Z reported that they’ve posted about their mental state on social media to facilitate conversations around mental health.
So if Gen Z doesn’t blame social media for their woes, what do they believe has impacted their mental well-being the most?
One common response: COVID-19 and its trickle-down effects, including deaths, school closures, significantly decreased opportunities for in-person socializing and isolation. In a world where perception is often the reality, marketers must recognize that 70% of U.S. adult Gen Zers feel the pandemic — not social media — harmed their mental health.
Takeaway for marketers
Older generations continue to put much of the blame for adolescent and teen depression and anxiety on social media. But Gen Zers themselves have been quite clear in expressing that other factors played a more significant role.
Progressive inclusivity in marketing
Authentic and engaged influencers can drive purchasing decisions, but for Gen Z, marketing goes beyond simply selling a product to your audience. For this demographic, mental health is significantly impacted by external forces attacking their identity.
Beyond being the most ethnically and racially diverse generation, Gen Z is reshaping the country’s views on everything from gender identity, women’s rights, and sexuality to immigration, climate change, and work-life balance. They can see through the slick, old-school advertising gimmicks and messaging and seek to connect through shared values, inclusivity, and like-minded visions for the future.
Takeaway for marketers
Choose influencers who not only speak to the diverse makeup of Gen Z but who represent it.
Focus your messaging — whether information, educational, or entertaining — on real causes and inequities with which your brand aligns.
Top of mind should be your search for influencer marketing partners whose values, ideals, and big-picture priorities align, not a mascot to virtue-signal as a marketing gimmick.
Aim for authenticity, representation, and inclusivity
Marketers should be cautious of downplaying the significance of Gen Z’s hyperfocus on mental health. Beyond seeing therapy as “trendy,” our most digital generation to date is putting the power of social media to work for the greater good, with inclusivity, self-care, and the importance of shared vulnerability at the top of their priorities. In doing so, they’ve removed the stigma surrounding depression, anxiety, loneliness, and other mental health challenges and are supporting one another in ways that previous generations haven’t.
You can trust that these younger content creators have the lived experience, foresight, and empathy to guide your next influencer marketing campaign with an authentic vision and voice.
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Managed Services offerings

IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
Learn more about our Managed Services offerings
IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
Learn more about our Managed Services offerings