Project Generations is a wide-reaching look at the generational personae that make up Philippine society. This is the second in a two-part look at Generation Z, or the Zoomer Generation– seen through the eyes of Jane’s son, Jian Dela Cruz.

Living the Dashboard Life

Jian, like his cousin Jean, shares many of the traits that define a generation raised with access to advancing technology and constant connectivity. As a Gen Z-er, Jian grew up in a world where the internet, mobile devices, and social media were already part of daily life. This early exposure has made him and his peers naturally tech-inclined, ranking at an index of 103 for being social media savvy. With information and entertainment just a click away, they are used to multitasking and navigating digital platforms with ease. Raised during relatively peaceful times and often receiving individual attention from their parents, this generation also had the space to develop more personal interests and expressions of identity.

However, this individual-centered upbringing has also led to some nuanced shifts in behavior. Compared to previous generations, Gen Z tends to be less engaged with broader societal issues, scoring low at an index of 79 in terms of social awareness and responsibility. Instead, they place higher value on personal validation and staying in step with peer trends, with notable scores for self-serving or envious values (120), a need for constant validation (108), and people pleasing (113). Their heightened connection to global media and platforms for self-expression has also made them more conscious of how they present themselves to the world, as seen in their index of 120 for being image-conscious. While Jian’s world offers more tools for connection and expression, it also comes with a deeper concern for perception and belonging.

Unlike his cousin, Jean, who explores a wide variety of social media platforms, Jian tends to be more selective but highly engaged with the ones he chooses. About 40 percent of Gen Z say social media is essential for connecting with others, and 33 percent say they cannot imagine a world without these digital tools. While millennials tend to cover a broad range of platforms, Gen Z uses fewer apps while interacting with them on a much deeper level. Whether it is creating content, joining conversations, or customizing their feeds, Jian’s generation invests more time and energy into building meaningful experiences within their digital spaces.

The Smartphone is a Mirror

Jian, like many in Gen Z, tends to focus more on his personal needs and aspirations rather than broader societal concerns. About 38 percent of his peers say their primary concern is their own welfare, while 24 percent enjoy taking and posting selfies, reflecting a generation that, like the millennials before them, places high value on self-expression and personal identity. This inward focus is influenced by the greater attention they received from their parents growing up, as well as the relatively low level of responsibilities expected of them at this stage in life. With fewer external demands, Jian has more freedom to explore his dreams, interests, and the things that truly matter to him.

Gen Z’s desire to grow and explore their own interests is often shaped by what they see others their age doing, thanks in large part to social media. Around 29 percent of Gen Z want to experience what their peers do, whether that means visiting trendy restaurants, traveling to popular destinations, or trying out the latest hobbies. The rise of content sharing has made it easier to see what’s buzzing at any given moment, making Gen Z more aware of what they have versus what they might be missing out on. Unlike Gen Y-ers who are more inward-looking, Gen Z tends to keep a closer eye on trends and tries to stay in step with what is current and popular among their circles.

For many Zoomers, being accepted by their peers plays a big role in shaping their self-esteem. They place great importance on being acknowledged and valued by their social circles, both online and offline. This often translates to a strong desire to be seen as popular or influential, as being admired by peers reinforces their sense of worth. On social media in particular, they find validation in numbers, whether it is the amount of friends, followers, likes, or shares. These visible markers of approval help boost their confidence and reinforce their belief that they are doing something right or are worth paying attention to.

Because of the pressure to be accepted and well-liked, many Zoomers like Jian tend to adapt their personalities depending on who they are with. Nearly half of them, around 48 percent, admit to actively caring about how others perceive them. This often results in selectively showing different aspects of themselves to different friend groups. Whether it is changing how they speak, what they share, or how they behave, this careful curation helps them feel more accepted in various social circles. However, their truest and most complete selves are often reserved only for their closest and most trusted friends.

Jian, like many in his generation, is very mindful of how he presents himself on social media. With 38 percent of Gen Z saying that how they look is very important and 26 percent admitting to curating their online image, it is clear that social platforms have become a stage for controlled self-presentation. This practice of putting their “best self” forward is often tied to the desire for popularity and recognition, as a polished and appealing image can lead to perks such as brand partnerships, sponsorships, and admiration from peers.

Spending for and by the ‘Gram

Jian’s purchasing behavior reflects a strong sense of image-consciousness, much like his mother’s, but with a uniquely Gen Z twist. Products related to personal presentation, such as perfume, are particularly popular. 95 percent of Gen Z are aware of such products and 78 percent actively use them. This focus on appearance naturally extends to the brands they engage with most. Jian is especially drawn to popular and youth-oriented names like Facebook (56 percent), Nike (30 percent), Apple (28 percent), and YouTube (23 percent), with other favorites including McDonald’s and Penshoppe. What ties these brands together is their alignment with current trends and youth culture. In fact, 27 percent of Gen Z prefer brands that are contemporary and fun, 24 percent gravitate toward those that are cute, 23 percent seek excitement, while others value trendiness and innovation in branding.

Still financially supported by their parents, Gen Z shoppers like Jian continue to favor cash transactions, with 100 percent reporting it as their go-to method and only 1 percent exploring alternatives like gift card redemptions. When it comes to promotional offers, buy-one-take-one deals are the most attractive, appealing to 76 percent of the cohort, while discounts trail at 49 percent. As for savings and investments, only 13 percent of Gen Z claim to have any, which is understandable given their younger age and limited financial independence. When choosing a bank, Jian and his peers are most likely to rely on recommendations from parents, with 54 percent reporting this as their top influence, while 30 percent are swayed by celebrity endorsements, showing that family trust and pop culture still play strong roles in their decision-making.

Media and the Streaming Sensibility

Just like his cousin Jean, Jian is a highly active internet user, with 94 percent of Gen Z listing the internet as their top media platform, followed closely by mobile use at 88 percent. What stands out about his generation is the broader and more flexible brand repertoire, especially when it comes to mobile services. Unlike previous generations who may stick to a few premium options, Gen Z-ers are more open to using budget-friendly telco brands like TM and Talk ‘N Text. Jian’s preferences also show in the celebrities he follows. His list of favorites includes Kathryn Bernardo (9 percent), Daniel Padilla (8 percent), Anne Curtis (6 percent), and Vhong Navarro (6 percent), highlighting the lasting popularity of love teams like KathNiel and the continuing influence of well-known variety show hosts from programs like “It’s Showtime.”

Identity in the Network Age

Generation Z is full of contrasts, with 13 percent seeking contentment and the simple goal of feeling good about themselves, while 8 percent say they just want the freedom to act as they please. The irony lies in how this generation wants both to fit in and to stand out. They crave a strong sense of connection with others, but they also strive to maintain what makes them unique. For many, social belonging and individuality go hand in hand. Being accepted and even admired by a wider group often serves as a boost to their personal identity and interests, creating a balance between blending in and standing out.

Now that we’ve lived through Jian’s Gen Z struggle to self-determine in the native digital age, it’s time to round things off with a summary of findings from our comprehensive generations study.

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