When two-thirds of an entire generation consider themselves to be creators, it’s clear there is a seismic shift in self-identity taking place. From a teen who creates stop-motion animation in her room to a 20-something who makes social content for an employer and also writes short stories in their off time, creativity is a part of who Gen Z are — not just what they do. The members of Generation Z — those born between 1997 and 2010 — grew up with smart phones and multiple social media platforms, and a constantly updating kit of digital tools and tech. Being a photographer, videographer, artist, or content creator and communicating their thoughts and ideas instantly is an innate part of their daily lives. Creativity isn’t a hobby or something they look for in a job description, it’s a core part of their identities.
“Gen Zers’ outlooks and expectations are different from those of older people, including Millennials, whose early childhood experiences were in pre-internet environments,” Roberta Katz, a former senior research scholar at Stanford’s Center for Advanced Study in the Behavioral Sciences, explains. “The need to present oneself as a unique and valuable individual within today’s vast global community is partly realized through one’s creations.”
With everyone engaging in the constant consumption of scrolling content, the creation of it for Gen Z is never-ending, fun, and also a viable career — even for teenagers. In fact, a 2024 YouTube study found that 65% of Gen Z consider themselves to be creators rather than just consumers. There are millions of daily active users on TikTok, around 500 hours of video are uploaded on YouTube every minute, and one in four Gen Z content creators are actively monetizing their digital content.
According to Goldman Sachs, the creator economy could grow to $480 billion by 2027. But Gen Z seems to be interested in more than just influencing when it comes to flexing their creative skills; they want to show up as their authentic selves. They are entering art school in record numbers, pursuing creative career paths, and identifying as creatives more than any generation before them. “They’re digital natives,” Wolfgang Salomon, VP, Human Resources, Intelligent Devices Group at Lenovo,” says. “They want to perform with certain tools, and in many cases, they can even use them better than the bosses.”
Bringing creativity to their work lives
Young people are accessing these tools and building skills earlier and earlier. Six out of 10 teens are using TikTok and Instagram, and 55% are on Snapchat, according to the Pew Research Center, and with those, are able to personalize how they express their creativity to their friends, family, and the world. “The skills one develops in using creativity-enhancing digital tools will definitely be helpful as Gen Zers take jobs,” says Katz.
Many of the creators fueling this growth have jobs on top of their creative side-gigs. Having autonomy over their creations has spilled over into workplace culture — Gen Zers now want autonomy over the work life as well. The pandemic played a major role in Gen Z’s outlook: the world turned online, which catapulted the growth of the creator economy and exposure to more interactive forms of media. At the same time workplace tensions rose — buzzwords like burnout and quiet quitting entered the zeitgeist — and Gen Z found they were more interested in doing work they truly enjoyed over a gig that just pays the bills. “As AI is used to cover entry-level roles, the arts, with their emphasis on one’s personal creative skills and communicative abilities, might now seem like a safer bet than an entry-level office job,” Katz says.
Finding outlets for self expression
Jake Ceja, a visual effects artist and a strategic creator partner at Lenovo, was always drawn to creative projects, even as a kid. He grew up making music, and when he got his first iPhone at age 12, he started creating video content, making recaps of his family trips and events at church until he developed his personal style.
“When I create anything, whether it’s music or a video, it’s very personal,” Ceja says. With over seven million followers on TikTok, he now focuses all of his time being a full-time content creator — and whenever he posts online, he feels like he’s sharing a part of himself with the world. “When I put that out there and somebody resonates with it or they compliment the work, it feels like they’re accepting a part of who I am,” he says.
Although Gen Z is more interested in turning their creative endeavors into careers than previous generations, a good chunk of them also flex their content skills just for the satisfaction it gives them. Nav Karmacharya, creator @itsnav.k on TikTok, works full time in cybersecurity but creates videos online about his work and his life to connect with others and have some fun. Embracing his creative side is not only fulfilling, but he says it also helps him professionally at his day job. “When you’re creating content, you’re actually exercising the part of your brain where you’re learning how to teach and actually engage audience members,” says Karmacharya.
Not a phase, a way of life
Because creation, and being creative in general, is a way of life for members of Gen Z, it influences how they interact with the world and perceive their individual roles in society. “I love connecting with people and understanding their point of view and being able to express my own,” says Patricia, who is known as @pcfgstudy on TikTok, and is a full-time tutor who creates study-focused tips and content.
Gen Z is more inspired to be creative because they’re able to see their peers across the world doing the same. “It’s so easy for us to show our creativity and whatever’s on our mind,” Patricia says. “We can kind of show it immediately.” People living and sharing their experiences online in authentic ways can also motivate and inspire others to do the same — even in the workplace.
Salomon says that one key to Lenovo’s success with Gen Z is by bringing them together with other generations in the workforce and tapping into their unique expertise. “Our reverse mentoring program has become really successful,” he says. “We do this in different areas, where a manager wants to know more about how Gen Z thinks and uses social media.” Even C-suite executives use this program, Salomon says, because they can learn a lot from their younger, digitally adept coworkers.
While every creator Lenovo spoke with said they wouldn’t know what to do without access to their digital creative tools, they all agree on one thing — they’d never stop creating. “I have this thing called “my horizons” in my notes app and it reminds me why I exist and what really matters to me,” says Maddi Winter, a full-time animator with over six million followers across platforms. Her list includes animation, video creation, figure skating, cheer, creative writing, and crochet. If ever without her digital tools, she can refer to that list and her creative roots: drawing, painting, and writing stories.
While Karmacharya always plans on having a traditional 9-to-5 job, he knows one thing for sure: He’ll never stop creating. “Being a creator is absolutely part of my identity now. Every day that I’m working or going to the grocery store or doing anything, I see that as an opportunity to make content,” he says. “Being creative is something that I have to continue doing.”
Winter feels the same way about her creative work. “I don’t know who I would be without it,” she says.
