Exploring The Impact Of Consumerism on Happiness Among Gen Z: A Quantitative Study

Abstract

In a world of growing technologically accessibility, limitless options and unprecedented digital convenience, staggering paradigm shifts in consumerism can be observed in comparison to prior generations. Consumerism, the core objective, driving online markets, businesses and conglomerates target an emerging cohort, i.e: Generation Z and the aforementioned demographic as revealed by the study is currently experiencing  the impact of consumerism, specifically on  their short-term and long-term happiness. The study follows a quantitative approach by employing an online survey to examine the relationship between consumerism and happiness among Gen Z and underlying nuances. The study presents a critical analysis of 27 Gen Z respondents, between the 18 – 25 years of age, show-casing that buying consumer goods brings short-term gratification to Gen Z. However, it also posits an underlying consumer guilt among Gen Z for spending, underscoring a level of awareness to consumption habits. The study also further explores the willingness of the Gen Z demographic to recalibrate their spending routines and how despite such radial awareness; there exists a discrepancy in Gen Z belief and behavior when it comes to consumerism and capitalistic trends.