The 'True Feelings' of Gen Z and How to Navigate the New World They Are Creating

'Even if I invite them to a drinking party, they leave quickly after the first round...'

'Prioritizing private life over work? I don't really feel any enthusiasm from them...'

'Honestly, I don't really understand what they see on social media or what they are thinking about on a daily basis...'

To all you Millennials and Gen Xers who feel a hidden wall or a gap in values and cannot hide your bewilderment when interacting with young employees in the workplace or your own children's generation.

Or perhaps, to all you Gen Zers yourselves,

'Why do we think differently from the older generation?'
'They lump us all together as "Gen Z," but the real us is...'
You might be harboring a slightly uneasy feeling.

This article is not just a 'Gen Z User Manual'.

It is an exploratory report that aims to be a 'starting point for dialogue' by deeply and carefully unraveling their unique values and behavioral principles from the historical background in which they were born and raised, turning generational gaps into 'interesting differences' and creating a new era together.

By the time you finish reading this article, the lament of 'kids these days...' should have turned into a deep understanding of 'I see, that's what it is!' and a sense of excitement for the future.

Chapter 1: Who exactly is 'Gen Z'? ~We who were born in an era of digital and anxiety~

First, let's start with the basics of what kind of era the people we now call 'Gen Z' were born into and what kind of scenery they have seen.

What does the 'Z' in Gen Z mean? Definition of the generation and their current position

In generational theory, the alphabet is sometimes used to distinguish each generation.

• Gen X: Born between the mid-1960s and around 1980

• Gen Y (Millennials): Born between 1981 and the mid-1990s

And following that is the 'Gen Z' that is the protagonist this time. Generally, it refers to the generation born between the late 1990s (around 1996) and the early 2010s (around 2012).

As of July 2025, they are in their early teens to late twenties. They are the most noteworthy generation, as they are just starting their careers as working adults and are becoming the central players driving consumption, culture, and social trends.

The 3 historical backgrounds that created their 'norm'

To understand Gen Z's values, it is essential to know what kind of historical background they grew up in.

1. Digital Natives: Smartphones are now part of the body 📱

Gen Z is, the first generation in history to be 'true digital natives,' having grown up in an environment where the internet, smartphones, and social media have been a natural part of life since they were old enough to understand the world.

While the internet is a 'convenient tool' for older generations, for them, it is an 'infrastructure like air or water.' Information gathering, communication with friends, self-expression, and entertainment are all seamlessly connected to the digital space.

② An Uncertain Society: An Era Where Stability Was Not a 'Given' 🌍

The path they have grown up on has by no means been smooth.

The global economic recession triggered by the Lehman Shock, unprecedented natural disasters like the Great East Japan Earthquake, and the COVID-19 pandemic, which is still fresh in our memories...

They grew up feeling firsthand the reality that society is constantly changing and that stability is not guaranteed. It is said that this experience has fostered their realistic side and a stability-oriented mindset that avoids excessive optimism.

③ Acceptance of Diversity: 'Everyone is different, everyone is good' is the default 🤝

The era in which Gen Z received their education coincides with the time when the importance of 'Diversity & Inclusion (D&I)' began to be proclaimed throughout society. They have been exposed to themes such as the SDGs (Sustainable Development Goals), gender equality, and understanding of LGBTQ+ from an early stage in their school education.

Therefore, they have less resistance than older generations to accepting the 'diversity' of race, gender, sexual orientation, and individual values, and tend to respect 'being yourself' and 'others' individuality' on a flat level.

Chapter 2: Decoding the 7 Keywords of Gen Z 'Insights'

Against this historical backdrop, unique values and behavioral characteristics specific to Gen Z have emerged. Let's decode these insights (deep psychology) using seven keywords.

Keyword 1: Taipa (Time Performance) ~Seeking efficiency precisely because they 'don't want to fail'~

The demand for watching videos at double speed, 'spoiler videos' that summarize the endings of movies, and the explosive popularity of short videos like TikTok. These are all manifestations of Gen Z's emphasis on 'Taipa (time performance).'

The realistic value of wanting to get maximum satisfaction and effect in a limited time, and not wanting to fail or waste time, lies in the background.

Keyword 2: Empathy and 'Oshikatsu' (Supporting a favorite) ~Connecting through 'likes' and moving society~

For Gen Z, the emotion of 'liking' something is a very powerful energy. They pour time and money without hesitation into their 'oshi' (favorite), whether it be an idol, an anime character, or a creator.

And 'Oshikatsu' is not limited to mere individual consumption. They connect with peers who have the same 'oshi' through social media, share information, and gain a sense of unity. Sometimes, this solidarity develops into large-scale advertising campaigns or social movements to support their 'oshi'.

A new form of community and economic sphere based on 'empathy' exists there.

Keyword 3: Imi-shohi (Meaning-based consumption) and Ethical consumption ~Questioning the 'meaning' behind products and services~

It has been said that Gen Z values 'special experiences' (Toki-shohi) gained through things more than simply 'owning things' (Mono-shohi). And now, they are shifting further toward 'Imi-shohi' (meaning-based consumption) beyond that.

It is consumer behavior that prioritizes 'what meaning a product or service has' and 'what kind of social value it holds'.

• Is it an environmentally friendly product? (Sustainable)

• Are the human rights of the producers protected? (Ethical)

• Can I empathize with the company's vision? They have a very strong awareness that their consumption is a 'voting act' to create a better society.

Keyword 4: Individuality and Diversity ~Being 'different from everyone else' becomes a value~

The spread of 'genderless fashion' that is not bound by traditional gender views like 'because you are a man' or 'because you are a woman,' and cosmetics that cater to diverse skin tones.

These are expressions of the fact that Gen Z values 'individuality' above all else and holds values that respect each person's 'uniqueness' rather than a uniform 'normality'.

Keyword 5: Chill and Well-being ~The comfort of 'not trying too hard'~

Rather than the 'hustle culture' of working intensely, there is a tendency to prioritize 'well-being,' which values physical and mental health, spiritual stability, and time for oneself.

It is also characteristic that they have a high interest in 'chill time' spent relaxing with friends at cafes, mindful living, and self-care. For them, success in life does not necessarily mean only success at work.

Keyword 6: Fusion of Real and Online ~Another reality~🎮

For Gen Z, online games and metaverse spaces are not just 'virtual worlds'.

The relationships with friends they meet there are just as important, if not more so, than their real-life friendships, and are irreplaceable. They belong to multiple communities and skillfully build human relationships while expressing different versions of themselves in each place.

Keyword 7: Open and Flat Communication ~Does 'reading between the lines' not work?~💬

They prefer flat communication on equal footing over hierarchical relationships like authority or seniority.

Even when being instructed on something at work, they do not want to be told just to 'do it,' but rather they seek to have the purpose or background of 'why it is necessary to do this' explained logically and carefully.

Traditional communication styles like 'learn by watching your seniors' or 'figure it out without being told' may not resonate with them.

Chapter 3: Let's Update 'Common Misconceptions' About Gen Z

Because of these characteristics, older generations tend to hold several stereotypical 'misconceptions' about Gen Z. Let's update those assumptions here.

Misconception 1: 'They lack patience and quit quickly' -> Truth: They just don't engage in 'meaningless endurance'

It is not that they dislike hard work or perseverance. On the contrary, if they are convinced that something is 'the one!' and can empathize with the purpose, they will demonstrate surprising levels of focus and a willingness to contribute.

What they cannot tolerate is 'meaningless endurance,' such as outdated, inefficient methods or morale-based arguments where the purpose is unclear.

Misconception 2: 'They don't want things' -> Truth: They value 'experience' and 'meaning' over 'possession'.

It is not that they lack a desire for material goods. It is just that the way they spend their money is different from older generations.

Rather than owning brand-name goods for the sake of vanity, they want to spend their money on 'experiences' (such as travel or concerts) that enrich their hearts, or on 'meaning' (such as supporting their favorite idols or ethical products) that they feel passionate about.

Misconception 3: 'They have poor communication skills' -> Truth: They just have a different communication 'OS'.

You might feel that they are 'not good at socializing' because they don't come to drinking parties, or that they 'seem bad at small talk'.

However, it is not that their communication skills are low; it is just that their preferred communication OS (operating system) is different. Even if they are not good at face-to-face small talk, they are extremely adept at precise and speedy text communication using chat tools and social media, as well as visual communication using images and videos.

Chapter 4: What Should We Do? Tips for 'Working Together' with Gen Z

So, how should managers and leaders who have Gen Z subordinates or junior staff interact with them?

Tip 1: Convey the 'Why' — Share the 'meaning' and 'purpose' of the work

Instead of just giving instructions like 'Please get this done,' carefully explain the 'meaning' and 'purpose' behind the work, saying things like, 'This task is a very important role that connects to the company's goal of XX and solves the customer's issue of YY.'

Tip 2: 'Think together' rather than 'teach' — Aim for flat dialogue

Rather than one-sided instructions or 'teaching' that forces your own empirical rules, a 'coaching' approach—where you listen to their opinions, ask questions, and search for solutions together—is more effective.

Utilizing 1-on-1 meetings and maintaining an attitude of respecting them as equal partners will build a relationship of trust.

Tip 3: Feedback should be specific and timely

Instead of vague evaluations like 'That was good' or 'That wasn't good,' say things like, 'The data in the XX section of yesterday's presentation was very persuasive,' or 'However, I think the YY section would be even better if you simplified the technical terms a bit.'

By doing this, you should provide feedback on specific actions, both good points and areas for improvement, as soon as possible.

Tip 4: Consideration for 'private life' and respect for the 'individual'

Understanding their values, which prioritize work-life balance, and showing consideration by refraining from contacting them outside of business hours and encouraging them to take paid leave is now essential.

It is important to respect their activities and values as individuals outside of work.

Hint 5: Respect and learn from their 'digital sense'

Instead of just being impressed by how young people today use social media, the latest AI tools, or trending apps, try honestly asking them for guidance by saying, 'That tool looks useful! Could you teach me how to use it?'

That humble attitude will melt away the barriers between generations and can also be the catalyst for expanding your own world.

Gen Z are not 'aliens.' They are 'mirrors' reflecting the future.

In this article, we have delved deeply into the essence of the protagonists of modern society: 'Gen Z'.

They are by no means incomprehensible 'aliens.' Their new values and behavioral patterns are like a 'mirror' that embodies the future society we will soon face—a society that is more digitized, more diverse, and more focused on sustainability—a step ahead of the rest of us.a mirror that embodies the future society we will soon face—a society that is more digitized, more diverse, and more focused on sustainability—a step ahead of the rest of us.

That is precisely why trying to understand their values goes beyond simply bridging the generation gap. It is, in fact, the best opportunity for us to learn how we should adapt to and live in the coming era.the best opportunity for us to learn how we should adapt to and live in the coming era.

The era of lamenting 'kids these days...' is over. From now on, it is an era of excitedly discussing, 'What kind of interesting future shall we create together with Gen Z?'

Why not take the first step in that dialogue today with the Gen Z person right next to you?