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The Harris Poll Thought Leadership research explores the latest trends in organizations, the uses of social media to change values and the future of the internet.
Millennials and Gen Z go to TikTok – not for dance videos but for planning activities. They look for their friends on Instagram – but don’t believe what they see. These new, little-known social media trends point to a major shift in societal values, according to new data from the Harris Poll Thought Leadership Practice.
The Harris Poll Thought Leadership Practice creates innovative research on leading brands, enabling them to address cultural issues. The new project examines the changing values of society and how it plays out in social media.
“If you think TikTok is just a dance, you’re wrong. Young people are turning to it for deeper purposes, like gathering information, building community, and cultivating justice,” said Abbey. Lunney, founder of The Harris Poll Thought Leadership Practice. and visible.”
The group’s research shows five changes in social media, with the main theme of Gen Z and Millennials wanting something more authentic from these online interactions.
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It includes:
- Gen Z isn’t looking for friendly updates, they’re turning to the Algorithm Gen Z doesn’t turn to social media to see updates from their friends; instead, it turns to the community to be informed, entertained, and properly informed. For example, Gen Z say their feed is ‘mostly full of what the platform thinks I’ll like’ (62%) and most agree that ‘algorithms have enhanced content that enjoy eating and entertaining them’ (65 %). This contrasts with older demographics, such as Boomers and Gen X, whose feeds are mostly ‘updates from friends/people I follow’ (66%, 57% respectively).
- TikTok is the new Google. For Gen Z, TikTok is the “center of power” for discovery and education. TikTok is the primary platform that Gen Z uses to discover culturally relevant topics; TikTok (34%), beat YouTube (24%), Google (19%), and Instagram (17%). This is in contrast to older generations, including Millennials, where Google remains the primary platform users turn to (Boomers 57%, Gen X 47%, Millennials 40%).
- TikTok is a hidden learning machine: The majority of Gen Z users turn to TikTok to learn something (63%). And what they’re learning exceeds the social media standards of food, fashion, and music as well as career planning (37%), small/local business (36), politics (28 %), social infrastructure/DEI (27% ) and even STEM fields (20%). And this is very important because 81% of Gen Z and Millennials say that continuing education is the main goal of their ability to create financial stability in their lives.
- The truth is, it’s not shallow. Four in five (80%) Gen Zers and Millennials believe that most social media profiles are fake or very accurate, and nearly three-quarters (73%) believe that want to see signs that people are living up to what they say they are on social media. Large shares of those generations want social media to verify the information shared on its platforms (39%) and do not want censored images and content on social media ( 24%).
- Social media isn’t just youth culture, it’s a whole culture. Among Americans of all ages, 85% say social media is not just for young people. Additionally, 78% of Gen Z and Millennials say they learn a lot from content created by people older than them. And two-thirds (66%) of Gen Z and Millennials say they enjoy watching videos of older people.
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The Harris Poll Thought Leadership survey also provides insight into the reasons behind these changes in values. The pressure from those concerns, Lunney says, is creating “specific generational values,” and for Gen Z and Millennials, that means navigating the future:
- Learning is a source of stability. They believe that continuing education is the key to their ability to achieve financial success. (Gen Z, 78%; Millennials, 82%; 41+ years, 66%.)
- Flow as a source of information. More than three in four (77%) say that the ability to generate diversity is important. (Gen Z, 79%; Millennials, 77%; 41+ years, 62%.)
- Justice as a source of growth. They believe that racial and gender equality will facilitate personal, economic, and social growth (Gen Z, 78%; Millennials, 82%)
The need to create and use these services, says Lunney, will drive the internet to a 3D and immersive environment – 74% of Gen Z and Millennials expect the future of art assisted and accelerated by artificial intelligence, with 67% wanting it. in using AI’s innovative tools.
As a result it turns into everything from ads to search dives to internet personalities and more. “Today’s problems are creating movements to change generational values,” he said. “Today it’s redefining social relations. Tomorrow, it’s redefining society.
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