Stylist Charlie Illi of Brooks & Brooks, London, discusses why Generation Z is widely misunderstood and what it really takes to meet their needs
Gen Z is the generation born between 1997 and 2012. I was born in the summer of 1997 – technically the first wave. I grew up with a Game Boy, an Xbox and a dial-up internet connection that quickly evolved into something much bigger.
By my late teens, social media had exploded. None of us, especially our parents, truly understood the impact it would have.
Within my own friendship group, there was already a divide. Some were obsessed with the online world, building identities and connections through screens. Others clung tightly to real-life interactions – sports, trips, and face-to-face friendships. We were the bridge generation, standing between analogue childhoods and fully digital adulthoods.
Yet we constantly hear the same narrative: Gen Z are glued to their phones, addicted to validation, financially irresponsible and socially awkward. But are these criticisms fair?
I think Gen Z is a forgotten generation because we were raised to consume at a pace no one had experienced before. Marketing was relentless; the digital world expanded faster than the guidance around it.
Our parents, who were largely Generation X, were trying to balance traditional values with an entirely new online culture, which is not an easy task for any family.
But something interesting is happening. Faced with overstimulation, many in Gen Z are turning towards what’s being called “poet core” – a longing for slower, more meaningful living. Writing letters, listening to full albums, reading books, and watching classic films. It’s a quiet rebellion against constant scrolling.
I think Gen Z is a forgotten generation because we were raised to consume at a pace no one had experienced before. Marketing was relentless; the digital world expanded faster than the guidance around it.
Charlie Illi
Gen Z are growing up; they’re entering careers, they’re earning and they are seeking experience and connection. In the salon environment they will focus on those meaningful extras – the hot coffee, the head massage with the shampoo, the chat about their next goals and ambitions, the relaxing time they have to flick through the latest magazine, the consultation and homecare recommendations.
Yes, we appreciate online booking systems and digital convenience, but loyalty is built the old-fashioned way; remembering our recent holiday destination, asking about office drama, and understanding our hair journey.
Every generation is shaped by its environment, economy and experiences. Gen Z isn’t lost, we’re adapting in real time.
As hairdressers, we hold a trusted role in society. If we take the time to understand rather than dismiss, we won’t just gain clients, we’ll build lasting relationships. And perhaps we’ll realise that Gen Z was never forgotten, just waiting to be understood.
