Gen Z in focus: Shaping tomorrow’s food choices

What makes Gen Z unique

Generational differences are shaped by age effects, which are timeless and relate to neurobiological development, and period effects, which are tied to the unique social, political, and cultural context in which a generation grows up. These dynamics make Gen Z both a product of the time they grow up in and of universal traits that come with being young.

Neurobiological traits: A brain eager to learn

The adolescent brain is wired to absorb new information and form connections easily. This ability to learn and adapt is both a strength and a challenge. While Gen Z can quickly embrace new ideas, they also struggle with executive functions, such as planning for the future and evaluating long-term consequences.

This has profound implications for encouraging healthier eating habits. Simply providing more information is often not enough. Young people need support in evaluating choices and understanding the consequences of their actions. For example, tools like simplified food guidelines (e.g., Voedingscentrum’s Wheel of Five) can serve as an anchor, making it easier for young brains to grasp and apply healthy eating principles.

The adolescent brain is also deeply influenced by social interactions, particularly peer-dynamics. This can manifest in both positive and negative behaviors—whether it’s adopting a trendy diet like matcha tea or giving in to unhealthy eating habits. This social dynamic offers the food industry a chance to inspire healthier eating habits by aligning it with trends that peers embrace.

Identity development: Balancing belonging and independence

Adolescents face an internal battle: the need to belong versus the desire to stand out. This struggle to balance belonging and independence drives much of their behavior and is influenced heavily by their environment.

For the food industry, this means creating campaigns and products that resonate with their need for both individuality and connection. Brands that position themselves as allies in self-expression while fostering a sense of community can resonate strongly with Gen Z. Think of initiatives that celebrate cultural diversity in food or empower young people to lead sustainable practices in their communities.

Period effects: Growing up in a hyper-complex world

Gen Z’s formative years are defined by globalization and digitalization. These forces have created a world that is both rich with opportunities and full of significant challenges, including cultural diversity, a fragmented media landscape, and increasing complexity in global issues.

In the Netherlands, for example, 29% of individuals aged 0-25 have a migratory background, making Gen Z the most diverse generation yet. This diversity reflects a wide range of perspectives and values across society. While this richness creates opportunities for connection and inclusivity, it also amplifies extremes, which often dominate the public image of Gen Z. In reality, they reflect the broader diversity of views found in society.

As digital natives, Gen Z is deeply involved in technology and online platforms. Social media shapes their worldview and influences their behavior. For the food industry, this means taking responsibility to provide clear and honest messaging about goals and values, ensuring communication helps simplify rather than add to the confusion. Leveraging digital platforms to share compelling stories about sustainability efforts or creating engaging educational content about healthy eating can help build trust and foster loyalty while providing clarity and purpose in an increasingly complex world.

Lessons for the food industry

• Support and guidance: Still in their formative years, Gen Z looks to trusted brands for direction. Easily influenced by their environment, they rely on guidance to navigate a complex world. This gives the food industry a chance to lead with clear, positive messaging about sustainability and health.

• Reflect diversity: As the most diverse generation. Embrace this diversity by offering products and campaigns that celebrate cultural variety and respect different perspectives.

• Simplify the complex: Growing up in a fragmented media landscape, Gen Z benefits from clear, relatable messages. Use storytelling and visuals to make the benefits of healthier and sustainable eating easy to understand.

• Leverage personalization: Gen Z is used to personalized experiences in digital spaces. Apply this expectation to the food industry by offering tailored product recommendations, interactive apps, or customizable products that cater to their preferences.

• Encourage peer-led movements: Peer influence is a key driver of behavior. Create campaigns and initiatives that align healthy and sustainable eating with trends that resonate socially, making these choices aspirational within their communities.

• Be authentic and transparent: Gen Z values honesty and aligns with brands that demonstrate real commitment to sustainability and health. Share your efforts openly and invite them to join the journey toward positive change.

• Inspire agency: Empower Gen Z to take an active role in shaping the food industry. Co-create solutions with them through challenges, community programs, or digital engagement, giving them a sense of ownership and responsibility for the future.