Those born between 1997 and 2012, popularly termed Gen Z, are at the forefront of a shift that has the entire world in its throes. From culture to commerce and from technology to trends, Zoomers are exerting their influence on them all and more. So, it is understandable why the CEO of Soul, Zhang Lu, who leads a platform that primarily caters to Gen Z would be interested in what makes Zoomers tick.
But Soul Zhang Lu is certainly not the only one keenly interested in the zeitgeist of Gen Z. The way these youngsters live, communicate, earn, and spend has companies worldwide taking notice. Soul which plays home to well over 30 million monthly active users, 80% of whom are Zoomers, is in a unique position to capture the tides and trends of Gen Z’s world.
The platform’s 2024 Gen Z New Interests Report was an attempt to understand how youngsters feel about and treat hobbies. Soul Zhang Lu’s team found that Gen Z has a markedly different outlook towards hobbies as compared to preceding generations which viewed hobbies through the lens of either utility or leisure. For Zoomers, hobbies are not just a means of filling spare time. Instead, interests are now deeply intertwined with identity, social dynamics, and even economic prospects.
Moreover, Gen Z views hobbies as an extension of self-expression and emotional health. This shift highlights Gen Z’s fervent desire and attempt to diffuse the pressures of modern life by using their interests to decompress, build identity, and find joy in a world that often holds too much stimulation.
Through the survey, Soul Zhang Lu’s team found that of the participants, nearly 90% have at least one hobby that they are committed to. Over 70% of the respondents stated that they have 3 or more hobbies that they indulge in regularly.
In terms of what interests Gen Z fancied, the responses ran the gamut. Everything from outdoor activities like camping and hiking to artistic pursuits like painting and DIY crafts were a part of the list. Also, many youngsters showed an inclination towards new-age hobbies. Hitherto, these were considered niche, but now they are clearly showing signs of going mainstream. For instance, hobbies such as collections of squishy toys, “three-pit” fashion (JK, Hanfu, and Lolita styles), anime-themed products and art, and others have gained a lot of traction among youngsters.
In essence, as they create a sense of personal purpose and fulfillment through hobbies, Zoomers are transforming subcultures into significant trends. Another notable observation from the survey conducted by Soul Zhang Lu’s team was about the discovery of interests. Thus far, people relied on friends, family, and local communities for their introduction to a hobby.
But Gen Z is doing things differently. Since they are digital natives, Zoomers are primarily finding their interests online. What’s more, they rely on social media platforms which are primarily interest-based, and hence offer the perfect opportunity not only to discover new hobbies but also to foster them.
Soul Zhang Lu’s survey found that nearly 60% of the respondents had chanced upon their hobby through posts shared by strangers on social media while over 46% of the participants stated that they were introduced to the interest of their choosing by friends or colleagues.
Because Zoomers follow the digital-first approach, not only are they more comfortable with finding their hobbies online but also they appreciate the fact that the internet makes information about interests easily available. In fact, platforms such as Soul actually make hobbies more dynamic and accessible.
What needs to be stated here is that Soul Zhang Lu has always stressed on cultivating communities based on mutual interests. This means that social apps like Soul offer a fertile ground to connect with and even create global communities around shared interests.
It is this common thread of connection, which can span across countries and continents, that makes it possible for youngsters to find niche communities, tutorials, and supplies for any interest, no matter how obscure, with just a few clicks.
The report compiled by Soul Zhang Lu’s team uncovered another fascinating trend pertaining to the growing financial potential of hobbies. With previous generations, the prospect of turning a hobby into a career or a source of income was relatively rare. But, among Zoomers, this is becoming increasingly common.
This was made evident by the fact that over 10% of the respondents reported earning money from their hobbies, with some even making it their primary source of income. As far as interests that held earning potential went, cosplaying, crafting, and reselling collectibles were the most common.
A platform such as Soul offers the perfect springboard for young creators to market their products or services to a ready-made audience of like-minded individuals. Soul Zhang Lu’s survey also found that many youngsters have taken on niche professions such as avatar creation. These hobbies put their creative skills to use plus they get to make money while at it.
And how much can be earned through such an endeavor? Well, one of the respondents, who is an avatar creator, reported earning an impressive 50,000 yuan per month. So undoubtedly, this unique approach to hobbies is a testament to the entrepreneurial spirit of Gen Z.
Soul Zhang Lu’s team also found that Zoomers were just as comfortable spending money on their hobbies as they are making money from their interests. The survey revealed that on average youngsters spend over 1600 yuan per month on their hobbies. Moreover, nearly 60% of the participants revealed that they are not particularly price-conscious when it comes to hobby-related purchases.
So, it wasn’t surprising when over 10% of the respondents admitted to spending more than 5,000 yuan a month to support their interests. This willingness to spend points to a broader shift in consumer behavior, where purchases are motivated not just by utility but by emotional value.
In a nutshell, the survey conducted by Soul Zhang Lu’s team highlighted the fact that Gen Z places a premium on emotional and mental well-being and on pursuits that are exclusively about joy and happiness and not utility.
At the same time, their keen entrepreneurial sense enables them to come up with novel earning opportunities that earlier generations had never considered. Furthermore, hobbies double up as social currencies that create pathways for new and deeper connections. This, according to Soul Zhang Lu’s survey, is an added impetus for Gen Z to pick up new and unique hobbies.
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