Millennials and Gen Z go to TikTok – not for dance videos but for career planning. They look for their friends on Instagram – but don’t believe what they see. These new, little-known social media trends point to a fundamental shift in societal values, according to new data from The Harris Poll Thought Leadership Practice.
The Harris Poll Thought Leadership Practice designs creative research for leading brands, allowing them to proactively address cultural trends. The new project examines changing societal values and how they play out in social media.
“If you think TikTok is just about viral dances, you’d be mistaken. Young people are turning to it for deeper purposes, like gathering information, building community, and cultivating equity,” said Abbey Lunney, co-founder of The Harris Poll Thought Leadership Practice. “We see a giant shift happening in social media away from surface-level likes, hyper-edited photos towards spaces for authenticity and discovery.”
The group’s study identifies five shifts in social media, with a central theme of Gen Z and Millennials wanting something more real from these online interactions.
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The Harris Poll Thought Leadership study also offers insight on the reasons behind these shifts in values. Pressure from those concerns, Lunney said, is creating “distinct generational values,” and for Gen Z and Millennials, that means ways to navigate the future:
The desire to create and utilize these services, Lunney said, will drive the internet toward a more 3D and immersive environment – 74% of Gen Z and Millennials expect the future of art to be assisted and accelerated by artificial intelligence, and 67% are interested in using AI creative-based tools.
The result will be a change to everything from ads to immersive search to online personas and more. “Today’s stacked crises are creating movement toward changing generational values,” she said. “Today it’s rewiring social. Tomorrow, it’s redefining social.”
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