Generation Z and the End of the Linear Dream

Generation Z faces a dilemma rarely seen in recent history: the simultaneous collapse of institutional trust and the traditional labor market. With robotics, artificial intelligence, and a deepening skepticism toward institutions, today’s youth are rewriting the rules of consumption, work, and risk.

Also known as Gen Z, this generation is perhaps the most shaken by today’s global environment. Not only are they navigating the disruption brought by AI, but they’re also witnessing the accelerated erosion of traditional institutions and their societal relevance.

This shift is visible in the United States, but signs are already emerging among global consumers. The most jarring implication? The death of the idea of continuous progress. That old dream—study, work, build wealth, live a stable life—is disintegrating.

In her 2024 book In This Economy?: How Money & Markets Really Work, Kyla Scanlon is among the first to address this social dilemma. She explains how the linear education model—elementary school, high school, university, job, home, family—no longer guarantees anything. It used to be enough to follow this industrial path to achieve stability. Today, Gen Z watches that promise to dissolve. And that changes how they perceive risk—and reshapes the rules of marketing.

Now, young people oscillate between two poles: on one side, the obsession with stable jobs that ensure predictable income; on the other, the allure of high-risk models like viral content, crypto, or digital betting.

It’s no coincidence that so many young people aspire to become influencers or digital celebrities. The logic is simple: one viral post can earn more than a year at a regular job. But the same ecosystem that promises instant wealth can destroy careers in seconds. One mistake, one nasty comment, one unfortunate video—and that income source vanishes.

This duality defines Gen Z: extreme risk aversion in some moments, complete risk addiction in others.

But there’s more. Gen Z isn’t just contending with AI and job disappearance—the real revolution is robotics. In 2023 alone, over 44,000 U.S. factories purchased robots, and that number is growing. Companies like Figure.ai report that their production is already sold out to automakers and other industries.

While self-driving cars face public scrutiny and delay, industrial robots work silently behind the scenes. No one sees them, but the impact is undeniable: lower energy consumption, fewer workers, reduced demand for basic services like restrooms. This quietly reshapes the entire structure of the economy.

Not long ago, STEM careers were considered the safest path. Today, even that is no longer certain. In just three years, AI and robotics have chipped away at the value of those professions.

Generation Z will be pivotal in the coming years—not just economically, but politically. They will elect new leaders and demand that institutions deliver on promises that may no longer be sustainable.

For brands, this generation presents a monumental challenge: they are digital natives with zero tolerance for friction. Buying, researching, ordering food, or resolving doubts takes seconds. And yet they face massive barriers to accessing housing or transportation.

They are, in essence, a hinge generation. They will redefine the relationship between government and citizens. They will demand accountability from institutions. And in doing so, they will transform the economy, politics, and, of course, marketing.

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