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White (2013) states that generationalisms are also influenced by commercial trends. For Gen Z, this comes in the form of online shopping. Generation Z are the cohort who find more comfort in making purchases online rather than in person. Thangavel et al (2019) support this, stating with the emergence of e retailers and social media, this also brought a more convenient style of buying clothing, beauty products and electronics without even leaving your bed. One example a multinational e- commerce company offering all of these products for low prices is Amazon, which also offers 'Next Day Delivery', further enticing Generation Z to opt for online shopping rather than going out to buy these products on the high street.

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Online shopping all the rage as teens snub traditional retail ...

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According to Mannheim (1952), Generation Z are grouped together due to their time period of birth, 1997 to 2012, and live through major social events changes together, for example COVID-19. The events influence the generation, and they therefore develop shared beliefs.

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Generation Z can be argued to be the 'social media generation', as the majority of users on platforms such as Snapchat and TikTok are from Generation Z. Studies have shown that 'Gen Z spend more time than any other generation on social media (Adobe, 2019, cited in Goldring and Azab, 2020). Social media is an important part of Generation Z's lives, as it allows them to construct and showcase a personality for themselves and keep connected with friends. More recently, the social media platform TikTok has become popular among Generation Z. Stahi and Literat (2022) states that it can offer an insight on what young people are experiencing and an explanation for the differences between them and previous generations (Millennials).

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Nearly One-Third of TikTok's Installed Base Uses the App Every Day

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Technology was and is an integral part of Generation Z's lives as it can be argued they have grown up with easy access to smartphones, laptops and tablets. Children that are a part of Generation Z own . Kalkburust (2018) states that for Generation Z technology is not just used as a tool but is a part of ordinary, everyday life. (cited in Nicholas, 2020). However, this easy access to technology at a young age is debated to have more negative effects than positive. Brazil and Rys (2020) cite these harmful effects such as social isolation and rise in suicide rates.

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Climate change is a prevalent issue that Generation Z have made their concern, as they have seen older generations such as Boomers and Generation X disregard the matter, or not taking it seriously. One Generation Z activist who is at the forefront of their fight to save the planet is Greta Thunberg (Farber, 2021), who is an inspiration for Generation Z activists, and motivates them to act now. This is in contrast to the Boomers, who 'see no need for the government to act' (Farber, 2021). Therefore the generational gap is clear on the climate change matter.

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This picture shows the importance of how matters such as climate change hold over Generation Z, through the use of political protests. Signs with impactful phrases such as 'WE DON'T HAVE TIME' imply the consciousness surrounding climate change for Generation Z, whereby they are conscious of the severity of the issue, and how it will affect their future. Therefore, their use of political protests to invoke older generations in authority positions to reverse this negative change.

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I like how the picture shows a young girl with one of the latest I phones, which further exemplifies Generation Z's easy access to new technology.

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Conversations surrounding mental health are more normalised within Generation Z, who are more open to discussing the topic and destigmatising it. With the rise in young people being diagnosed with poor mental health, there has been a concern with this rise and what is the reason behind it. One main factor contributing to the poor mental health in Generation Z is the mishandling of the government, as Grelle et al (2020) uses the example of the pandemic, where the government failed to offer adequate support for young people with poor mental health. Methods to help tackle this rise have been discussed, as Cohen et al (2021) discusses how the use of both traditional mental health services such as practitioners should be combined with non traditional services such as mobile apps ad support groups to give Generation Z the most adequate care.

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Title: 7 reasons why prioritizing mental health is essential for overall ...

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White (2013) refers to 'generationalisms' to unify generations through historical events, such as the COVID-19 pandemic. Marshall and Wolanskyj-Spinner (2020) explain how the COVID-19 pandemic made Generation Z's approach to learning slightly unconventional, due to social distancing, using online platforms such as Google Classroom and Blackboard, which are still in use in subsequent years since lockdown. However, despite Generation Z being more adept in using technology and online platforms, their grades did suffer as teacher assessed grades were not as accurate as the actual exams (Bhopal and Myers, 2022). Additionally, their mental health declined during the pandemic, leading to depression, stress, and lower quality of life.

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With the advancement of technology and the internet becoming more readily accessible, it can be argued that Generation Z have been more privileged than previous generations. This is a stereotype older generations have of Generation Z, as they depict them to 'having it easier'. Duffy (2021) states between different generations, there have always been 'generational wars' where each previous generation hold stereotypes to the next one, differentiating themselves. Generation Z therefore, can be seen as more privileged or having a laid back lifestyle due to technological advancement. However, Generation Z may argue they are not as privileged as older generations perceive them to be. Pandit (2015) states Generation Z are worried about debt from high student loans, a legislation passed by a government older generations voted in, while Graj (2020) discusses the worry Generation Z solely feel about the impact of climate change and how it impacts their future.

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Social Media 'Influencers' and their influence

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Social Media 'Influencers' and their influence

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The opinions of popular figures have always mattered to previous generations, as the opinions, likes and dislikes of celebrities are a way to imitate or live vicariously through them. In recent years, for Generation Z, the opinions of popular figures are more accessible, through content creators on Instagram and TikTok with a loyal following. Närvänen et al (2020) comment on how 'one sided interactions' provide a form of intimacy, which encourages Generation Z consumers to make a decision on what to buy. The basis of which social media influencers' opinions are credible depends on how authentic they seem. An example of this is within the beauty community on TikTok, whereby content creators will give their honest opinions on different products without being financially endorsed. Generation Z admire honesty, and therefore use this as a site of credibility for purchases.

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