A quiet revolution is happening in how young people relate to brands. For Generation Z, buying a product or liking a brand on social media is only the beginning. They want to be involved, to participate, and to make experiences their own. The brands that truly capture their interest are the ones that help them feel connected, where they are not simply observing but shaping what happens.

At YouthInsight, we wanted to understand what motivates this generation to engage. We asked Australians aged 14 to 27 to reflect on how they spend their days, where they feel completely in the flow, and what passions they hold close. The responses were diverse where no two answers looked the same. A single question about daily life could lead one young person to talk about school and another to talk about farm building in a pixelated village. This variety reveals how individualised, layered, and expressive Gen Z’s world really is.

The following ideas are based on three simple questions we asked our members via an online survey. The first question was telling us about one thing they have to do every day, even if they would rather not, and to share what they would prefer to be doing instead. Next, we asked about the activities that make them feel completely in the flow, those moments when challenges and skills are balanced and everything else fades away. Finally, we asked them to describe any quiet or loud passions, obsessions, or interests that make them feel truly alive.

These questions helped us look beyond surface level trends and see how young people build meaning and value in their lives. The responses offer clues for how brands can create experiences that feel genuine and rewarding rather than simply promotional.

What does a typical day look like for Gen Z?

Among younger women (aged under 18), everyday life is dominated by schoolwork, chores, and family expectations. Yet underneath the routine is a desire for freedom, creativity, and connection. They talk about wanting to draw, paint, dance, or spend more time with friends. These activities are more than just hobbies. They are ways to escape the pressures of structured life, to express feelings, and to find a personal space where they feel in control.

“I have to take the bus to and from school. I wish I already had my drivers licence.”

“Go to school. Stay home and draw/work on learning Japanese.”

“I have to go to school and sit through classes…I’d rather be playing my drums.”

Older women (aged 18+) carry variety of responsibilities. Work, commuting, university, and life management fill their days. However, as they get older the longing for moments of personal fulfilment grows stronger. They wish they could travel, discover new experiences, or simply claim time for themselves. They dream about creative projects, fitness routines, or mental space where they can breathe and reset. For these women, leisure activities are not only about fun. They are important to maintaining mental health and feeling like life has purpose beyond daily tasks.

“Everyday I have to study and lock in because it is unfortunately lock in season at uni. I would much rather be grinding Stardew Valley because I want to make my farm look super cute and I want to start increasing my hearts with all the villagers.”

“Have to do: be sad about the fact that I’m not happy with my life. Love to be doing: living an exciting life somewhere other than my small town, with direction.”

Have to: Wake up to an alarm I despise. Would rather: Wake up to ocean waves and zero responsibilities.

“I always have lectures to watch for my university degree, I am always behind. I often focus on ‘ticking off’ lectures I have watched from my to-do list, and I would rather focus on developing methods of learning that involve active recall.”

“I do all the chores at home everyday […] like cooking, cleaning, washing dishes, laundry, gardening and mopping etc but I like painting but I often don’t have time for it […].”

“I don’t like having to do math homework – it takes so long! I would love to grab a book, cuddle up in a cozy corner in my room or outside under a tree, and immerse myself in a fantastical world.”

Younger men describe a life that is also divided between obligations and desires. School is a common theme, mentioned with frustration or and also humour. When they talk about what they would rather be doing, their minds go quickly to gaming, sports, and other active or social activities. Gaming is a world where they feel skilled, challenged, and connected with friends.

“Every day I have to be back at home by 9. Instead, I want more freedom to be out. I understand that it gets unsafe at night but I’m usually around my friend’s place so it’s safe.”

“I dont like doing minimal things that dont have an effect on things and I love enjoying time with family and friends or even play games.”

“I have study and I wish I could play Fortnite, Minecraft or Roblox all day.”

Older men still manage the demands of work, university, and financial pressures. Yet they hold tightly to their leisure time and personal passions. Gaming remains a central interest, but older men also talk about fitness, creative projects, and hobbies that involve building or fixing things. As they grow older, they describe wanting to spend time on personal development or side projects. For them, leisure is not just an escape. It is part of shaping who they want to become.

“Attending classes to receive lecture everyday is a little bit stressful for me. If I was given a chance to do some something else or focus my energy into something, I will pick content creating.”

“I have to check my email for new assignments, even though I’d love to be hiking in a sun-drenched forest, listening to the birds and feeling the breeze.”

‘I’m taking hours of public transport just to get to university, but I would love to spend that time writing my own projects instead.”

“Whether I like it or not (Not going out and contributing to the world). One thing I’d love to be doing instead (contributing to the world).”

When do young people experience the flow state?

While Gen Z’s days are filled with obligations, there are certain activities that help them reach a different state of mind. When we asked them where they feel completely in the zone, we discovered significant patterns.

Among young women, creative activities are a major source of this immersive feeling. Drawing, writing, painting, dance, and crafts help them lose track of time, feel deeply absorbed, and find calm. These are not casual pastimes. They offer a sense of achievement and self-expression. As women get older, they continue to find joy in creative pursuits, but they also talk about physical activities like running, yoga, or pilates. For them, exercise is a way to clear their minds and feel emotionally balanced. Some older women describe moments of deep focus and satisfaction while studying or working, showing that this sense of being in the zone is not limited to hobbies but can be part of productive activities too.

For young men, gaming is when they feel completely absorbed. It offers clear challenges, instant feedback, and the pleasure of building skills over time. They describe gaming as the place where stress fades away and they feel fully engaged. Sports are another key source of this feeling, especially team sports that combine competition with friendship. Older men still mention gaming, but their experiences become more varied. Music, photography, mechanical projects, and building things start to appear more frequently as sources of fulfilment. The older men become, the more they talk about activities that mix enjoyment with learning new skills or creating something of value.

One interesting insight is that some young people describe feeling in the flow during activities that are more passive, like watching shows, scrolling social media, or listening to music. Traditionally, being in the flow suggests active participation and focused effort. However, for this generation, deep absorption seems possible even during moments of relaxation. This suggests that for Gen Z, the boundary between switching off and switching on might be less clear than it once was, especially in a world where digital media shapes so much of daily life.

What secret passions light up Gen Z?

Beyond their daily routines and favourite activities, young people have passions that light them up when no one is watching. Understanding these passions is crucial for brands that want to build co-created connections.

For younger women, these passions are vivid and creative. They talk with excitement about drawing, painting, writing, dancing, singing, and crafting. These activities are tied to emotions and identity and serve as a way to make sense of their world. Digital creativity is also strong among this group. They describe video editing, creating social media content, and joining online communities related to pop culture and fandoms.

“I enjoy editing, like making edits to post on TikTok about TV shows, characters, etc.”

“I am very interested in plants and conservation of plant species.”

“I really like to create short films. I like brainstorming ideas, planning our story arcs, scripting, costume planning, filming and editing.”

“Theorising about the lore of games, movies, and other franchises. It’s always so much fun dissecting them, trying to figure out their story and piecing the parts together. I love looking for the little details in things and see how they fit into the larger story.”

“I have a very loud and proud obsession with Allens Peaches and Creams gummies and I stand by the fact that the day I learnt they were coming back in separate packets was the peak of my life.”

“I’ve always been very interested in music- particularly in singing. Recently, I’ve discovered musicals/musical concepts and they have been my absolute obsession for several weeks now (especially Epic the Musical). Still, I’m more passionate about maths and physics (though it tires me sometimes) and if I were to choose a career it would be some type of engineer”

As women grow older, their passions remain creative but begin to focus more on personal well-being. Health and fitness become one of their interests, as does travel and exploring new cultures. Older women speak about causes and advocacy, including the environment, social justice, and mental health too. Their passions move from purely personal expression to finding purpose and contributing to a larger story.

“I love acting! It allows me to enter into another world similar to how books can.”

“I am slightly obsessed with keys. Ever since I was a kid, I’ve had a fantastical obsession with mythology including fairies, elves, gods, any of the supernatural, and the symbol of a key always acted as a gateway between my worlds of reality and fiction. Even though now I’ve grown up, it’s a way for me to hold on to my happy childhood!”

“I have a loud passion for pursuing the career as a doctor. The profession just interests me, being there for people in their down times and making a difference in their lives – I love to be a person people can rely on and I always want to make a difference in the world and feel like I have a purpose in life. I also love science the subject is interesting and makes me curoiu [sic.] about the small details in life.”

“I have a huge passion for animal welfare! I’ve worked previously with the RSPCA. I’m also really passionate about ecosystem and land conservation, I worked as a bush regenerator. I’m a massive tree hugger lol.”

“I am passionate about helping people I love when people need me and want my help. even more I love helping them rather than doing it themselves so when they understand I like that moment of realisation.”

For younger men, gaming and sports are passions that shape how they see themselves and connect with others. These interests are intense and deeply embedded in their social lives. A few mentions music, building things, or creating content online, but these are less common.

“Anime. It’s just very interesting and the art is very good.”

“I have an interest with quietly clucking my pen.”

“I LOVE FOOOTBAAAALL (soccer)! I might be amongst the worst on my team but nothing can keep me from touching balls ;)”

“I’m obsessed with making people laugh, whether it’s through clever jokes, silly voices, or unexpected puns. Nothing beats the joy of seeing someone crack up!”

As young men get older, passions start to widen. Music, photography, cars, and learning new skills emerge as hobbies that blend enjoyment with personal growth and the satisfaction of creating or mastering something.

“Space! Astronomy! These forms are subjects are soooo overlooked during schooling, yet is something I find so fascinating, I am shook how people are no curious what lies behind our night sky, when you look up and see the cosmos.”

‘Whenever geeky subjects like Anime or Games pops up. I’m always curious about other’s opinions on certain anime and games and I always enjoy our conversations and debates.”

“My passion is about singing and analysisng [sic.] business and commerce news. I always sing when I am tired and always analysising [sic.] how the world being affected as a big news happen.”

“Yes — I’m passionate about creative storytelling and design. Whether it’s writing compelling narratives, building engaging visual projects, or helping others express their ideas clearly, I find purpose and energy in the process of turning ideas into something meaningful.”

What should brands take away from all this?

Listening to Gen Z shows us that young people can be more than passive consumers. They can be part of experiences that allow them to participate, express themselves, and connect with others. They can be attracted to brands that respect their passions and give them tools to create their own stories. The best experiences are those that feel immersive and personal, where young people feel skilled, challenged, and recognised.

Brands should look for ways to help young people feel in the flow, where their skills and challenges are in balance. Whether through creative tools, challenges that let them show off skills, or platforms where they can share their work, brands have opportunities to become partners rather than just sellers.

Communities are also important. Many of the passions and activities that make young people feel most alive happen in social spaces. Brands that create genuine communities where young people can meet, collaborate, and grow will find lasting connections.

Finally, brands should remember that for this generation, leisure is not wasted time. It is essential for identity, mental health, and feeling fulfilled. Designing experiences that help young people relax, grow, or simply feel like themselves is the foundation of loyalty and relevance.

In the end, value for Gen Z is found in experiences that help them feel connected, skilled, and true to who they are. Brands that help build these moments will not just capture attention. They will earn a meaningful place in the daily lives and future stories of this remarkable generation.