Study on "GenZ 2024" - young people under the cloak of invisibility

The crisis-ridden "Generation Z" (GenZ) wants social and economic stability. Many young people often feel lost, disoriented and helpless in the face of current challenges. This is a key finding of the rheingold study "GenZ 2024 - Generation Überdruck" commissioned by the German Chemical Industry Association (VCI).

Constant uncertainty due to multiple crises

GenZ stands for the age group of 16 to 24-year-olds, who are characterized by an ongoing crisis experience. Since the coronavirus pandemic, they have been exposed to constant uncertainty due to the war in Ukraine, the energy and inflation crisis and the ongoing economic crisis. The young generation's main concerns include insecure pensions, high rents, social polarization, migration, the crisis in the education system and a dilapidated infrastructure. Although climate change remains an important issue, for many it is receding into the background.

"GenZ 2024" is concerned about the polarization of society

79% of young people are concerned about social and economic development, 71% about polarization within society. Just as many young people want to be part of a community without excluding others.

The ongoing perception of crisis among young people is exacerbated by an increasingly aggressive tone in political and social discourse, which is also leading to an eroding sense of community within the youth generation. Time and again, young people complain that their world is disintegrating into irreconcilable bubbles. They are terrified of making themselves vulnerable in front of everyone on social networks, of being canceled, ghosted or condemned as a whole person if they openly express their opinion.

Splitting up the worlds of life and displacement

Although the young people regret this bubble formation, they are very conscious of their escape into a "secure self-referentiality". They feel most comfortable in a close circle of good friends and in their own private sphere. Similar to adults, they divide the world into a private world of their own, which is still manageable and safe, and a threatening outside world, in which almost unsolvable, unconquerable permanent crises prevail. A curtain of repression is drawn between one's own snail shell and the threatening outside world. For example, 70 percent of respondents said: "I take more care of myself, my family, close friends or my home. Quote from one of the in-depth interviews: "I don't want to constantly burden myself with negative issues."

"GenZ 2024" is inhibited in expression and puts on the camouflage cap

In this climate of irreconcilable bubbles, Generation Z hardly dares to be open, confrontational and demanding. Outside the safety of their own bubble, they develop a stealth strategy. They hide their attitude so as not to provide a target. What used to be a natural expression of youthful self-expression - loudly demanding change and freely expressing their wishes - is now noticeably inhibited and pent up inside.

Psychosomatic symptoms due to blocked expression

The pent-up expression articulates itself in a variety of psychosomatic symptoms. A striking number of young people complain of sleep disorders, fatigue, depression, tension, restlessness and anxiety. On a social level, the pent-up expression manifests itself in an increasing tiredness of complexity and compromise, which can lead to a growing tiredness of democracy.

Desire for normality and radical measures to solve problems

In order to get out of this jam, young people develop unconscious hopes of redemption: the desire for a feel-good normality in which, as far as possible, the leeway, carefreeness, harmony and freedoms of the pre-crisis period are restored and plans for the future can be realized again. On the other hand, they develop the need for radical measures to solve the omnipresent problems.

"GenZ 2024" struggles with the complexity of politics

Young people struggle with the complexity of politics and the seemingly endless search for compromises. GenZ often fail to see quick success as a result of their voting decisions, which reinforces their feeling of disorientation. Politically, they lean either towards more conservative parties or towards parties that promise simple, sweeping solutions to problems that they feel are neglected by politicians.

Politics should live constructive cooperation

Politics can open up ways for young people - beyond populist shortcuts and bogus solutions - to break out of their stagnant expression. Young people have a great desire for authentic leadership. Leadership that does not act in an authoritarian manner, but is credible and focused on advancing core issues. There is also a great desire for constructive cooperation and unity that gives direction. There is a willingness to actively participate in meaningful and tangible projects for the future and thus experience not only self-efficacy, but also a sense of being part of an overarching community. 

Individual results of the study at a glance

• 87% of respondents believe that migration is not a problem if people work here, pay taxes and abide by the rules and laws.
• 81% believe that the education system is currently most neglected by politicians, followed by 80% who think that the aggressiveness and polarization of society is most neglected.
• 64% believe that climate change/environmental protection is the most neglected issue.
• 79% are concerned about social and economic development in Germany.
• 71% are concerned about polarization in society.
• 71% want to be part of a community without excluding others or being against other communities.
• 71% say that one crisis after another is coming (coronavirus, war in Ukraine, inflation, climate) and that this is weighing on them.
• 70% complain that the world has become complicated and confusing and they therefore long for a simpler time.
• 68% say that Germany is ailing and that many things no longer work here.
• 67% are concerned that Germany is losing its economic prosperity.
• 81% consider the chemical-pharmaceutical industry to be fundamentally important for Germany.
• 79% believe that the chemical-pharmaceutical industry secures good jobs and economic strength in Germany.
• 77% believe that the industry is vital for a functioning everyday life.
• 72% say that the chemical-pharmaceutical industry makes life pleasant, more comfortable and safer.

The complete study, which examines GenZ's perception of life and their view of the chemical and pharmaceutical industry as well as their political thinking, can be downloaded from the VCI website(link to the study).

In contrast to their general perception of the crisis, young people see the chemical-pharmaceutical industry in a positive light as soon as they take a closer look at it. It is perceived as a beacon of hope and, with its products, as an indispensable part of everyday life. GenZ recognizes the importance of the sector for the industrial location. They are particularly impressed by the fact that chemical and pharmaceutical companies have concrete solutions to pressing problems and offer jobs in which young people can make a constructive contribution.

"Genz 2024" trusts the economy

Stephan Grünewald, founder and Managing Partner of the rheingold Institute, emphasizes: "In view of the unproductive disunity of the government, young people trust the economy to have more problem-solving competence and a unity of purpose. The chemical-pharmaceutical industry can therefore address young people's longing for meaningful progress and a secure job in a strong, united community and position itself among young people as an important pillar of a good future overall."

VCI Managing Director Wolfgang Große Entrup says: "The fact that GenZ is so concerned about the social and economic situation encourages us to fight for better conditions for our industry and to resolve the reform backlog in Germany. For us, this is a very positive signal that young people recognize the great contribution that our industry makes to solving future problems and that we are an attractive employer for them."

Methodology of the study

The study examines the reality of life of the GenZ, i.e. 16 to 24-year-olds in Germany, their voting behavior and the perception of the chemical-pharmaceutical industry by this target group. It combines qualitative and quantitative analyses, with the qualitative in-depth psychological baseline study at the center of the investigation.

Qualitative two-hour in-depth interviews

For the qualitative part, 64 respondents were interviewed online in a video interview. This type of implementation ensures particularly unbiased results, as
the participants are in their home comfort zone during the interview.
The potentially inhibiting environment of an official test studio is avoided. Remote surveys are also particularly
low-threshold due to the lack of travel and time flexibility. This makes it easier to reach a representative sample.
The survey included just as many women as men in the relevant age range of 16 to
24 years. 16 participants each came from the north, east, south and west
of Germany.

Quantitative representative survey for validation

In a second step, the rheingold Institute conducted a quantitative online survey
to determine the extent to which the most relevant results from the in-depth psychological interviews
are pronounced. This double validation creates certainty and enables further
findings.
For the "quantification", a total of 1,233 participants were asked for their opinion from August 13 to 27, 2024 using an online questionnaire. It took
an average of 17 minutes to complete. The sample was nationally representative of 16 to 24-year-olds living in Germany. Once again, care was taken to ensure an even geographical and
socio-economic distribution according to the above-mentioned pattern.

The client VCI

The VCI and its trade associations represent the interests of around 2,300 companies from the chemical-pharmaceutical industry and chemical-related industries vis-à-vis politicians, authorities, other sectors of the economy, science and the media. In 2023, the member companies of the VCI had a turnover of around 245 billion euros and employed over 560,000 people.