It’s a Gen-Z World and You’re All Just Living in It: Uncovering Insights and Opportunities to Connect with Gen Zs

Communications solutions agency, HAVAS Ortega’s latest study dives deep into the preferences, values, and behaviors of Generation Z.

A new white paper from premiere communications agency HAVAS Ortega unveils the five key trends about the Generation Z, and the values and actions that define them. “It is our world now— everyone else is just living in it,” the report by Havas’ Gen Z Strategists, Angela Ayuson and Richard Gemora declares. “Our generation is shaping culture, challenging norms, and setting the stage for a future where authenticity, purpose, and innovation define what truly matter,” it continues.

The generation, born between 1996 and 2010, now dictate the norms and trends in today’s society, and brands must listen.

The Business Manual shares the report unedited, in its entirety. We hope you draw valuable insights from it, that help you better understand and communicate with this dynamic and empathetic generation.

Foreword by HAVAS Ortega

Greetings! We are beyond excited to shine a spotlight on a generation that is rewriting the playbook — our generation, the Filipino Gen Zs. We are not just living in the moment; we dare say we are driving it. And it is our world now — everyone else is just living in it. As digital natives and changemakers, our generation is shaping culture, challenging norms, and setting the stage for a future where authenticity, purpose, and innovation define what truly matters.

For brands and marketers, the focus is not just on keeping up — it is about staying ahead. We, Filipino Gen Zs, demand more from the brands we support. We expect brands to go beyond the surface and deliver experiences, products, and conversations that are real, relevant, and impactful. That is why this white paper dives into five key trends about our generation; it offers insights into what makes the Filipino Gen Z tick.

First, we Filipino Gen Zs have embraced a “seize the day” mindset, reclaiming lost time and opportunities from the pandemic. We are living for meaningful moments — revenge traveling, celebrating with friends, or pursuing passions that truly resonate. At the same time, we are prioritizing holistic wellbeing — not just for ourselves but for our communities — balancing mental, physical, and spiritual health on our own terms. We are a generation that is deeply connected, globally aware, and fiercely proud of our Filipino roots, blending global influences with a rediscovery of who we are and where we come from.

In the workplace, we are redefining what success looks like. We are rejecting outdated ideas of work-life balance, choosing instead careers that align with our values, offer flexibility, and support our personal growth. We are also harnessing the power of generative AI as a tool for innovation and reinvention — leveraging its potential while staying vigilant about its ethical implications.

The implications for brands are both exciting and urgent. To connect with our generation, brands and advertisers need to go beyond the expected and tap into what truly resonates with Filipino Gen Zs: Authenticity, empathy, and purpose. Whether it is through campaigns, products, or corporate values, strategies must reflect the ideals our generation holds dear and the world we are striving to create.

The Filipino Gen Z represents both our present and our future, and we are confident that by embracing our generation’s perspectives and responding to our calls for change, we can shape a legacy that stands the test of time.

Lastly, we extend a warm invitation to join us in creating meaningful brands in 2025 and beyond — brands that grow sustainably, elevate lives, and contribute significantly to the betterment of society.

Angela Ayuson & Richard Gemora
Gen Z Strategists
HAVAS Ortega

TBM’s Note: In the first of a three-part series, HAVAS Ortega shares, that the pandemic has left Gen Zs feeling that they missed out on key milestones, driving them to make up for lost time through a flurry of activities— including spontaneous travel, passion projects, and entrepreneurial ventures. This compels them to seek brands that understand their sentiment, and help them optimize their present lives with authenticity, purpose, and depth.

Trend 1:
“Doing it for the plot”: We are taking over our present

As the impact of COVID-19 gradually fades, its influence is still felt in our lives — like changed worldview, behaviors, and priorities. The pandemic hit when most of us were still in school; it disrupted key life milestones — important experiences that could have helped shape who we are. From canceled proms, social gatherings, to postponed graduation rites and even first dates, we have missed defining experiences that traditionally help build identity and community during crucial periods in our lives. According to our Prosumer Report, 52% of us feel that pandemic-era curfews and restrictions have lessened our urge to party, and 62% admit we now have a lower appetite for social gatherings, having been desensitized during the long stretches of isolation.

Today, we are determined to reclaim the lost opportunities that we believe were taken from our generation. Our pursuit of “revenge” leisure and experiences — a lifestyle characterized by spontaneous travel, indulgent dining, and immersive social activities — reflects our collective desire to make up for lost time. Things we used to take for granted are now celebrations. In fact, 63% of us prioritize personal enjoyment as a key goal, while 69% see parties and celebrations as an essential way to escape the sadness of the world and rediscover joy again.

This renewed zest for life is captured in a classic saying made new: “Carpe Diem — Seize the Day.”  Taking our Gen-X parents’ motto, we have reinvented it to fit our own ambitions, culture, and dream: We are “doing it for the plot” with ourselves as the main character. Having missed out on important milestones, we are ready to dive headfirst into new experiences — whether it is exploring new places, working on passion projects, or just enjoying everyday adventures that bring back our sense of wonder, our desire for a more meaningful life, and finally taking control of the pen that writes our stories.

One way we are writing our plot is through spontaneous travel and getaways. After being stuck inside for so long, we are creating pop-up adventures — from day trips to local beaches and hikes to quick flights that feed our wanderlust. We find comfort in the idea of not letting opportunities pass us by; so, many of us are booking flights and accommodations on a whim, seizing every chance to see more of the Philippines — or even the world — while we can. This spontaneity also applies to micro-adventures closer to home, as we search for hidden cafés, art galleries, and other unique spots that satisfy our craving for authentic, off-the-beaten-path experiences.

Beyond travel, we are also leading our plots through passion projects and entrepreneurial ventures. From starting small online businesses that showcase local culture and sustainability to organizing community events, we are exploring creative ways to make the most of every day. Online, this might mean creating content: Vlogging about hobbies, supporting social causes, or collaborating with friends on podcasts and shows. These activities not only fulfill our personal goals but also let us express ourselves — showing our deep belief that every moment counts, and every day is a chance to do something meaningful.

What this means for brands

For brands hoping to resonate with our generation, the questions are: How can you guide us toward living life to the fullest, celebrating every milestone and moment? How can you help turn everyday moments into transformative experiences that inspire and acknowledge the bittersweet lessons of our recent past?

 In this changing world, the brands that champion our yearning for personal freedom, creativity, and self-discovery are the ones most likely to earn our trust—and loyalty.

Brands need to rethink their core values and how they shape the customer experience. We — having been deprived of important social rituals and milestones — are no longer happy with surface-level engagements or flashy marketing. We crave authenticity, depth, and meaning. This means that every brand-led project — whether it is a live event, a digital campaign, or social media presence — must reflect a genuine understanding of who we are, what we want to achieve, and why we look for meaning in our lives. The key is to move from transactional messaging to real conversations based on empathy and shared human experiences.

At the same time, brands need to create fresh and immersive experiences that fit seamlessly into our lifestyles, instead of just adding to the noise. Now that big events, concerts, and mall activations are back, the challenge is to offer experiences that go beyond passive entertainment. Think workshops that teach life skills, influencer-led seminars on personal and professional growth, or interactive installations that spark inspiration and creativity. These initiatives should align with our desire to broaden our horizons, improve our wellbeing, and connect with like-minded people. They should also be presented in a way that respects our desire to curate our own experiences — giving us the freedom to participate on our own terms.

Meaningful storytelling that highlights shared values is also vital. Brands can connect with us by telling stories about social impact, cultural identity, or personal aspiration. When a brand supports local artisans, promotes sustainable practices, or invests in communities, it shows more than just a desire to sell products: It shows a commitment to making a better world — which is where we will soon be leading. This sense of purpose resonates with us, as we are increasingly aware of the ethical and social effects of what we buy. The more a brand aligns with what we stand for — protecting the environment, advocating for social justice, promoting mental health — the stronger our emotional connection will be.

Finally, brands must realize that engaging with us is not a one-time thing, but an ongoing conversation across all marketing channels. Whether through witty TikTok videos, inspiring Instagram Reels, or thoughtful offline experiences, brands should constantly foster a sense of shared mission and growth. By being authentic and present, they become more than just companies — they become facilitators of joy, inspiration, and personal development. With so much at stake, brands that embrace these changes not only secure our loyalty but also build a reputation as companies that truly care about uplifting a generation focused on living life to the fullest.

Continue to Part II.