Fuse believes that Gen Z’s behaviors are often more important than trends, because behaviors are stable, often lasting for a decade or more. A brand can build a strategy around long-term behaviors, where doing so around a trend is precarious. And we are fortunate to be living at a time when Gen Z’s behavior is actually more fascinating than any short-term trend.
Among the most interesting behavioral shifts is the decline of what the Centers for Disease Control and Prevention calls “risk behaviors” by college students. The college years, a life-stage traditionally defined by experimentation, have given way to restraint.
In July 2018, Fuse conducted a study of 2,000 college students to better understand their attitudes about risk behaviors. Here are four to pay attention to: