Is Pakistan’s Gen Z precisely what it is perceived and showcased to be by Pakistani ads? Or are they different? Is our understanding of them based on concrete research or evidence? Or is it based on self-perceived notions shaped by the circles and bubbles we live in? Are we daring enough to appreciate Pakistan’s Gen Z with solid, ground-breaking data?

Pulse Consultants’ latest in-depth national research among educated Pakistani Gen Z reveals an entirely different picture from what has heretofore been presented. For instance, Gen Z is commonly perceived as being fond of hip-hop culture and as non-serious, adventurous individuals. However, the study shows that they are serious and focused on education-related matters, placing an importance on studies above everything else.

In Pakistani ads, Gen Z likes fluorescent colours, whereas most prefer conventional colours, such as white, black, blue and brown. They are often perceived as individualistic and independent, yet the research highlights that they are family-centric and that their guardians usually approve of their circles of friends. In ads, they are usually depicted wearing Western clothes. In reality, most wear traditional clothing (especially women) and most women cover their heads when they leave their homes. When it comes to music, ads tend to portray Gen Z as being into Western rap and pop music, yet the findings reveal a fondness for regional music. Furthermore, the notion that digitalisation equals Westernisation is misleading. The research shows that Gen Z-ers educated in Pakistan mainly use the Internet to study but do not necessarily follow Western values.

For Gen Z, the digital world is their gateway to education, entrepreneurship, social and political expression. However, these connections are shaped by the socio-economic realities, cultural norms, and rapid technological changes that surround them. This article draws upon two decades’ worth of research conducted by Pulse on the evolving digital behaviour of Gen Z but with a focus on research conducted in 2023 (2,200 respondents across 38 cities in Pakistan).

According to research conducted in 2003, internet access among young educated Pakistanis was limited by infrastructure gaps and affordability challenges. Fast-forward to 2023 and 99% of Gen Z report regular internet usage. Average daily internet usage has reached 3.1 hours for men and 2.8 hours for women, with the focus shifting from pure entertainment to education, networking and online shopping. Their social dynamics have also evolved. While comradeship remains vital, interaction has moved from physical meetups to digital connections through WhatsApp, Snapchat and Instagram. In fact, the dominance of social media is undeniable. Although Facebook is still relevant, platforms like TikTok and Snapchat have surged in popularity. TikTok adoption has risen by 20% and Snapchat is increasingly favoured for communication. This cohort is more interested in updating short videos and pictures, indicating a shift toward short-form, visually engaging content. Irrespective of gender, most Gen Z highlighted their interest in online gaming; men like action games and women go for puzzle-based games.

Gen Z loves Pakistani food like biryani and kheer; spicy food with tarka; chicken tikka pizza and dhaba ki chai. They are ‘believers’ and uphold shared religious values. They are also open-minded and tolerant and have no problem with non-Muslims living in their neighbourhood. Their preference for kurta shalwar (especially in small towns) demonstrates their respect for cultural norms and their deep-rooted connection to faith and tradition. They value family bonds deeply and although they may question established familial restrictions, their intent is not to reject family connections but to seek balanced relationships that honour tradition and personal growth.

A typical day revolves around digital interactions and the primary purpose of internet consumption is “education and studies.” Despite claimed interest and participation in sports and physical activities, browsing and social media dominates their online time. They frequently share status updates and engage in online trends. Although they are not detached from the family system, as their digital interactions increase, they admit their families complain that they are “more digitally connected and socially isolated”.

They rely on parental financial support, especially from their fathers. Compared to previous generations, they are more involved in jobs related to education. Rising inflation has significantly influenced their spending habits. Mobile data remains the primary internet source of expenditure (80%+), followed by Wi-Fi usage (65%+). They frequently use mobile wallets and fintech platforms for transactions, reflecting a tech-savvy approach to managing finances.

Gen Z is patriotic and sensitive about Pakistan country’s current political atmosphere. They are active and daring in expressing their point of view on social and political issues. However, Gen Z is increasingly expressing feelings of insecurity – whether it is in their ‘real’ lives, or online where they feel they are prone to being hacked, harassed or having their privacy compromised. For context, in 2018, 34% said they felt insecure (online and offline), compared to 70% in 2023 – with women reporting more instances of harassment and bullying online.

This generation is reshaping shopping habits. Over 80% of use marketplaces like Daraz and food delivery apps like Foodpanda for convenience, highlighting a departure from traditional shopping and dining-out experiences. Over 50% of online purchases are driven by discounts, and the rise in monthly online spending reflects increasing trust in e-commerce platforms. Before making a purchase, they actively evaluate reviews on brands, products and services. However, the online world has made them sedentary and they believe that every problem has an online solution. They are key influencers for high-value purchases in their household. Most male students independently decide on motorcycle purchases, while choices regarding smartphones and electronics are increasingly made by Gen Z individuals rather than their parents. AI has further transformed their e-commerce experience, with chatbots and recommendation algorithms offering personalised shopping suggestions tailored to their preferences.

The internet has become a powerful cultural mirror for them, reflecting and shaping their evolving identities. It serves as a platform for self-expression, social activism and political discourse, often challenging traditional norms while amplifying their voices. This dynamic interaction between digital spaces and cultural transformation underscores the internet’s dual role – both as an influencer and a product of their evolving aspirations.

With the rise in internet penetration, traditional media consumption among Gen Z has seen a sharp decline. From 2018 to 2023, TV viewership dropped by approximately 40%, newspaper readership plummeted from 50% to five percent and magazine consumption has almost vanished. These changes are driven by dissatisfaction with conventional content and a preference for customisable, on-demand and time-flexible platforms like YouTube and other OTT services. Despite this decline, TV and digital media play equally significant roles when asked about advertisement recall. Interestingly, despite the ubiquity of social media influencers, most of them cannot remember the name of a particular influencer or podcast.

Regional music has seen a resurgence, with over 30% of respondents citing it as a favourite genre, a trend influenced by digital platforms like Coke Studio. Punjabi songs are the most popular. Only five percent like rap music. Contrary to common perception, rather than being music ‘crazy’, they are music lovers.

Kashif Hafeez Siddiqui is CEO, Pulse Consultants. kashif.hafeez@pulseconsultant.com