What: 

How well do adults really understand today’s teens? To find out, we surveyed 1,000 teens and 1,000 adults—and uncovered a significant disconnect. Adults often assume they know what teens value, believe, and need, but our research reveals eight common myths that distort how we perceive Gen Z.  

From financial habits to social media use to future aspirations, today’s teens are more strategic, thoughtful, and independent than many adults realize. By debunking these myths, brands, educators, and anyone working with teens can build stronger, more authentic connections with the next generation.  

You'll Learn:

• Are teens really facing more pressure than past generations? Many believe life is harder now—but why?

• Is technology really the problem adults think it is? Teens spend hours online, but their top priorities might surprise you.

• Do teens blindly follow trends? Adults assume they do, but the reality is more nuanced.

• How do spending habits evolve with age? Are teens really just obsessed with material things, or is something deeper at play?

• Do teens just waste money? When given extra money, their choices may challenge common assumptions.

• Laziness or something else? What looks like disengagement may actually be a response to something much bigger.

• How do teens define respect? They’re not rejecting authority—they’re redefining how respect is earned.

• What does success look like to Gen Z? College, careers, and the future—how are teens really thinking about what comes next?

How: 

We asked teens (13 to 19) and adults in all 50 states and Washington, DC about teens’ habits and values. The survey took place in  November 2024, and the final survey sample size was nationally-representative on gender, race, ethnicity, and region of the US.

Why:

Gain a competitive edge by truly understanding Gen Z. Whether you’re a brand looking to market to teens, an educator shaping future curriculums, or a nonprofit advocating for youth initiatives, having real data—not just assumptions—gives you the power to make informed, impactful decisions.

This Report Can Help You:

• Avoid assumptions and craft narratives that reflect what truly matters to them.

• Recognize and adapt to teens shifting spending habits.  

• Help teens navigate stress, career uncertainty, and digital life.