Sixty-one percent of Gen Z has felt pressure on them since childhood to eat a certain way to communicate their identity and beliefs, which has created negativity and anxiety among this generation, according to global communications firm Ketchum. The company surveyed 2,000 children and adults ages 13+ to identify what sets Gen Z’s food habits apart.
Despite the pressure to consume in a way that communicates their identity and beliefs, 62 percent of Gen Z respondents think their eating pattern is wrong. These unrealistic pressures have created a gap between Gen Z's food beliefs and behaviors, shared the firm.
"Since early childhood, this generation has seen food politicized and been taught to choose food products related to values," said Melissa Kinch, president at Ketchum's Food Consultancy, in a statement. "They are exhausted and acting very differently from previous generations. It has left them feeling insecure and negative about cooking and food. In particular, the contrast between what they say is important and how they spend their money is eye-opening."
A majority of Gen Z says that sustainability, animal welfare, and LGBTQ rights are important factors when buying food, but they are not significant purchase drivers. Other priorities like taste, value, and affordability trump issues that are important to them.
"If food companies and brands want to connect with Gen Z successfully, they should consider the impact of virtue signaling and tap into Gen Z's quest for stability to show ways their products can bring joy," said Kinch.
The study also found that 68 percent of Gen Z respondents cook differently from their parents, and most eat differently, too: 55 percent report piecing together snacks into a meal on a weekly basis.
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