How big is the divide between Zoomers (Gen Z) and Boomers?

Written by

Matt George

Partner, Head of Research

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Written by

Annie Phifer

Research Manager

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Written by

Jessa Scott-Johnson

Senior Director - Research

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Written by

Eunice Yau

Director – Research

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06.04.24

New data says it’s quite large – and it’s having a measurable effect on the younger generation. 

Younger adults are more likely than their older counterparts to alter their relationships with others based on political or social stances. A Pew Research Center survey of U.S. adults from February 13-25, 2024, found that 4x more Zoomers than Boomers had stopped engaging with someone online because of something they’ve said or posted about the Israel-Hamas war. 16% of those ages 18-29 had stopped engaging with someone or unfollowed them, while only 3% of those 65+ responded similarly. 

This generation gap also extends to perceptions of the country’s direction and presidential leadership. A study conducted by the Monmouth University Polling Institute from April 18-22, 2024, of 808 U.S. adults indicated a stark difference in job approval for President Biden. Half of those over the age of 55 approve of the job Joe Biden is doing as president, while only 36% of younger voters (18-34) feel the same. And when asked to think about the future of America, respondents ages 55+ were two times more likely (22%) than those ages 18-24 (11%) to say things in the country are going in the right direction.  

Zoomers and Boomers (generally) differ significantly from one another in their perceptions of politics, social issues, approach to work & education, goals, aspirations, and what they want most for their country.   

This shouldn’t be a surprise to you. 

But it’s a good and relevant reminder that your company / non-profit / campaign / brand messaging must be targeted and strategic to account for these differences. Our Seven Letter Insight Strategic Research Team can guide your communication efforts with research-proven, audience-targeted messaging strategies to ensure your message sings to your audience.       

See the full data from Pew Research Center here: https://www.pewresearch.org/short-reads/2024/04/02/younger-americans-stand-out-in-their-views-of-the-israel-hamas-war/

See the full data from Monmouth University here: https://www.monmouth.edu/polling-institute/reports/monmouthpoll_us_042424/