How “Zoomers” are Blending the Digital and Physical to Change the World—and Why We Should Take Note

There’s no question Gen Z already has and will continue to transform the world for the better. Born between 1997 and 2012, Gen Z (aka ‘Zoomers’) are among the first to grow up in a digital environment, with technology integrated into nearly every aspect of their lives. But way beyond being just digital natives, they are also belief-driven collaborators, creative wizards and pragmatists with a razor-sharp vision for a more equitable and just world.

 So many business leaders today are fascinated—and a little perplexed—by this unique generation. We’re still navigating how to reach them in the marketplace and how to connect with them in the workplace. Speaking as a mother of two Zoomers, I get it.  

 But one of the best ways companies and leaders can invest in the future is for us to get serious about understanding and supporting Gen Z. While I’m not an expert, I do believe one of this generation’s defining traits offers some important insight.

 The Generational Flashback That’s Moving Us Forward

Gen Z is obsessed with nostalgia. One of Spotify’s top 2021 trends? Nostalgia. The TikTok hashtag with nearly 19 billion views? #nostalgia. From how they dress to how they eat, this generation is looking back to move forward.

 They are counter-culturally prioritizing slowness and simplicity in a digital age, while also demanding radical accountability. Unlike their predecessors, Gen Z has not only a will to enact drastic changes in their lifetime, but also unprecedented tools at their disposable. And more and more, they are using both analog and digital means to find inspiration and make their voices heard.

As we reimagine experiences for employees and customers in the years to come, Gen Z has drafted a blueprint we can all use. It’s one where on- and offline worlds converge around a deep sense of purpose.

 Most Zoomers hardly remember a world without smartphones, but they still love to shop at a brick-and-mortar store, read printed books, and do homework with pen and paper as well as on a tablet. The growth of vinyl records coexisting with the continued growth of digital music streaming services is being driven by younger generations. These findings aren’t contradictions; Gen Z simply has a complex relationship with technology and a keen sense for how physical and digital experiences play a role in what they want to achieve.

 As we reimagine experiences for employees and customers in the years to come, Gen Z has drafted a blueprint we can all use. It’s one where on- and offline worlds converge around a deep sense of purpose.

 Gen Z’s Preferred Tools, Old and New, Are Transforming How We Live

When I was younger, I was passionate about many global issues, but I didn’t have a world of information at my fingertips. Growing up connected to the internet has given Gen Z unique superpowers. Technology has educated them on the harsh realities of climate change, social injustice, and other challenges that have shaped their view of the world.

 Motivated to collectively do more for society, they’re turning to tools that inspire, inform and support them. Of course, many of those are digital. But for every viral TikTok video and smartphone selfie, there’s an appreciation for an instantly printed photo or a Zine you can hold in your hand.  A repertoire of mediums is helping Zoomers express themselves. Print, especially, is increasingly associated with quality and reliability and is an important way for Gen Z to deliver credible information.

The fact is every medium still matters to this generation. Companies must design digital, offline and hybrid experiences that are equally fulfilling and equally meaningful.

 We’ve seen this dynamic up close at HP. This summer we partnered with the Ocean Heroes Network and a group of passionate Zoomers to launch the OH-Wake magazine—a downloadable and printable publication. Similarly, last spring, our team partnered with Gen Z colleagues to produce a special issue of our all-digital Innovation Magazine dedicated to “Generation Rising.” The issue took a closer look at young people who are using technology for social good.

The fact is every medium still matters to this generation. Companies must design digital, offline and hybrid experiences that are equally fulfilling and equally meaningful. But I believe that the creativity and accountability Gen Z demands of us will be one of the most exciting challenges of the coming years.

 Building Toward Tomorrow

Analog or digital, the drumbeat of Zoomers is a demand that we all do better. In fact, 60% of Gen Z will only buy from brands that stand with them on issues they care about, compared to 48% of the general population. Their preferences of employers follows a similar trend. And we see this at HP, which is part of why we strive to be the world’s most sustainable and just company, investing in programs like HP Planet Partners , forest positive printing, or committing to make Instant Ink carbon neutral beginning February 1st for all HP+ customers.[1]

To help them realize the future they want to live in and transform all of our realities for the better, we have to meet Gen Z with the mindset and tools that are important to them. Their innate interconnectedness with both the tangible and technological gives Zoomers the edge to have a greater impact than any of us could have dreamed in the past. I for one can’t wait to join them in where they go next.

[1] Instant Ink customers with HP+ will receive CarbonNeutral® usage certification on February 1, 2022. In accordance with The CarbonNeutral Protocol the certification covers electricity use of your printer, and life cycle emissions of your cartridge (production, transportation, packaging, and end of life management). The certification excludes emissions associated with the Welcome Kit literature, customer paper, and printer hardware manufacturing. The CarbonNeutral usage certification is supported by an ISO 14040/44 compliant and third-party reviewed lifecycle assessment (LCA) study. HP calculates the total usage carbon footprint with information unique to your printer and purchases carbon credits that adhere to the International Carbon Reduction and Offset Alliance (ICROA) standards to offset those calculated emissions.