EY 2025 Global Study of Gen Z

The First Global Generation: Adulthood Reimagined for a Changing World

Marcie Merriman partnered with Zak Dychtwald, on behalf of EY, to lead one of the most ambitious global youth studies ever. Grounded in 10,000+ surveys, and decades of research in the field, through this study we offer a window into the values, mindsets, and life trajectories of today’s 18–34-year-olds in the U.S., China, India, Germany, Brazil, Japan, Saudi Arabia, South Korea, South Africa, and Sweden. We examine how they are navigating identity, work, trust, and success in a world of uncertainty. For brands, leaders, and visionaries, these insights reveal the future taking shape now.

From redefining adulthood to challenging long-standing norms, this generation isn’t waiting for change. They’re driving it.

1. MARRIAGE: Contrary to popular belief, marriage or partnership remains important to this generation. They want it, and 60% have already found it. The shift is in the motivation. Rather than necessity or obligation, they are increasingly choosing to partner out of personal desire.

2. MONEY: Finances are the top worry globally, and 87% of young adults globally consider financial independence very or extremely important. Yet Gen Z and young Millennials are questioning the purpose of money and the degree to which it is a measure of success. For many, money is an enabler of success rather than an indicator of it.

3. WORK: The traditional idea of building an entire career with one employer is fading. Fifty-nine percent of young adults believe they should work for two to five organizations during their lifetime. Moving between organizations is increasingly viewed as a way to build skills and pursue new opportunities, rather than a lack of loyalty.

4. OUTLOOK: The blissful ignorance of youth never existed for Gen Z thanks to their ubiquitous access to information. With an intimate understanding of life’s complexities, they do not see the world as a fairy tale, but as a journey requiring careful navigation.

5. VALUES: The desire for authenticity dominates, with 84% of participants saying being true to themself is extremely or very important. In this there is a growing desire to break free from the societal constraints faced by generations.

6. TECHNOLOGY: While the degree varies by country, there is a growing ambivalence toward technology. Only 45% of the participants were excited to try technology and many are looking for ways to spend less time connected.

7. SUCCESS: In a world where the traditional markers of success – wealth, status and occupation – once reigned supreme. Today’s young adults are redefining what it means to lead a successful life, rating their physical and mental health as the top measure of success globally at 51%.

While their actions don’t always align with their values, their aspirations reveal unmet the human needs waiting for entrepreneurial leaders to address them.