logo
The sneaky new friendship divide between millennials and Gen Z

The sneaky new friendship divide between millennials and Gen Z

Do you want to share your location with me? Eighteen of my closest friends and family already do.
On a Tuesday evening in early June, I can map a digital town square of that real-life network. One friend is still at the office; two are at Central Park; another is at home hundreds of miles away from me. These are people who share their location with me, not just for directions, but in perpetuity through the Find My Friends app. I think it strengthens our bonds to observe each other's routines and special outings — even when there's no practical need for it.
To others, location sharing is a nightmare. They see it as an extension of the surveillance state, with their college roommate, jealous partner, or overbearing parent acting as Big Brother. The Washington Post proclaimed that it's "making us miserable."
How you feel about your friends and loved ones being able to see where you are at any given time may represent your current lifestage, how friendships evolve, and technology's role in our relationships.
"This is brand new culturally, historically," Anna Goldfarb, the author of "Modern Friendship: How to Nurture Our Most Valued Connections," told me of the confluence of friends and location-sharing technology. "And it makes sense that people are like, 'what does this mean?' This is something we haven't ever had that technology to do before — much less the space and freedom to do it."
While it's impossible to generalize entire generations' attitudes toward anything, I wanted to find out how location sharing shakes out across the age spectrum. So, I spoke to seven people spanning three generations to get a sense of their feelings about sharing their location. Gen Zers were chill about it; so are Gen Xers. But as millennials approach middle age, location sharing highlights how their friendships are growing — or growing apart.
A Gen Z convenience
The location sharing debate represents the journey of growing up in a digital age.
As a geriatric Gen Zer, I'm still at a stage in life where the majority of my friends are single or unmarried, and pretty much none of them have kids. We're living similar lifestyles, often out and about, and I don't encounter many issues with my friends knowing my whereabouts at all times.
That mid to late 20s uncoupledness and childlessness aligns with historical trends: On average, each generation gets married and has kids later in life.
For Aiden Lewis, a 26-year-old Ph.D. student in the Boston area, sharing his location with his family is a matter of convenience.
"The positives really far outweigh the negatives," he said, adding that while it's unlikely he'll be in danger, if he is, his parents would know his whereabouts. "But otherwise, the only risk on my part is minor embarrassment that they saw me out late drinking too much."
A 2022 Harris Poll found that Gen Z, born 1997 to 2012, was the most likely generation to say it was convenient to share their location. For folks like Lewis, location sharing is just another digital tool in their belt.
As Goldfarb, on the border between Gen X and the millennials, said, "When I was younger in my 20s, I would've absolutely loved to know where all my friends are at all times."
As I've progressed through my 20s, location sharing has shown me some shifts that are harbingers of what's to come in the next decade: Couples are together more often. My higher-earning friends, or those in more corporate roles, might show up at nice hotels on a work trip or a more upscale vacation. Others might still be on campus for their graduate degrees. And it felt symbolic when I revoked a former college friend's location-viewing privileges — a sort of closure for a specific period in my life.
Millennials are divided
Millennials, born 1981 to 1996, are in a life stage that's as bifurcated as their views toward location sharing.
Meranda Hall, a 33-year-old in Brooklyn, operates more like a Gen Zer in this realm. She doesn't have any married friends, and she said she never plans to marry. She and her friends have no qualms about sharing their locations.
"All the people that I share mine with, they're super open about it, and no one is ever anywhere particularly interesting for it to be too much of a debate," Hall said.
For her peers of similar ages but a different life stage, like Goldfarb, location sharing might be more fraught. After age 30, Goldfarb said, friendships start falling off a cliff; people move, have kids, take on different jobs, or prioritize relationships relevant to their careers.
"When you get older, you tend to have different perspectives on your friendships," she said. "You don't need your friends to know where you are at all times when you're older, because you probably have children, spouses, in-laws, there's just different relationships that bubble to the surface in my opinion,"
In my informal surveying, which also included several coworkers, millennials were the most likely to have very strong thoughts on location sharing. Some outright hated it, although still shared with one or two friends, and others felt no need for it, unless they were happily coupled and shared with spouses. Some said they found it to be strangely intimate.
Olivia Bethea, 31, said she only shares with four people. She said she's noticed location sharing coming up more in regular conversations, with people offhandedly referencing that they checked where someone else was. She doesn't see herself expanding her location-sharing circle more.
"A lot of people end up sharing where they are anyway on Instagram and stuff, but I'm finding myself to be a little bit more protective over it," she said. "People can make a lot of inferences from your location, and I just don't want to invite those inferences."
Millennials grew up before everyone carried an always-on GPS device at all times. A concern that I heard repeatedly was about surveillance and willingness to constantly reveal where they were, which doesn't seem to bother the always-tracked and always-online Gen Zers.
"Millennials, it wasn't something that we always had. I guess if you're Gen Z, it's kind of always been a thing," Hall said, adding, "I guess it's just something to be skeptical about."
Gen X shrugs
When I spoke to Gen Xers about location sharing, I was met with a proverbial shrug. The forgotten generation, born 1965 to 1980, doesn't seem to be too pressed about location sharing, although they're not eager to adopt the practice either.
Meredith Finn, a Gen Xer in her 50s in Maine, said she thinks she missed the location-sharing bandwagon completely. It would've been more fun in college, on a night when all her friends were out at different bars.
"I remember nights when we'd go from bar to bar looking for some of our friends, and we'd just miss them," she said. "And it just would've been kind of nice to be able to see where everybody was hanging out. Of course, we didn't have anything like that. We didn't even have cellphones when I was in college."
She said that she'd probably be willing to share her location with a few friends. But if anyone came up to her and asked to share her location, "I think I would say, 'Why? Just send me a text and ask me where I am.'"
Leslie Lancaster, a 47-year-old in California, felt similarly — she said she's shared location when she's navigating somewhere difficult to find on a map, or trying to find friends in rural locations. Lancaster said she can see the benefits of it, but also how it could become controlling in the wrong hands.
"For myself, my husband and I, I don't need to know where he's at all the time. So that's why I probably wouldn't share my location with him, unless I were potentially off on a vacation or a trip where I was not with him," she said.
Both Gen Xers said they could see its utility in a time when folks are struggling to connect or feeling more isolated. Lancaster said she could understand the impulse to see where your friends are, even if you're not actively communicating.
"People are so isolated now. I mean, since the pandemic and a lot of work from home, a lot of people are just in their little bubbles," Finn said, adding that it's rarer to pop into your regular coffeeshop and run into five friends. "It doesn't happen the way it used to."
Gen Alpha may come up with something even newer and more horrifying
Like many technological advances, your thoughts on location sharing are a reflection of your own situation. It's at a crossroads of issues facing our social lives: The lack of third spaces has put them into our phones, social circles are shrinking, and we've had to use technology to fill the gaps.
I'm sure Gen Alpha, born 2010 to 2024, will come up with something that horrifies and shocks me (they're already back on Snapchat). As I creep toward age 30, I am thinking about the ways the social contours of my life have changed; in speaking with other Gen Z peers, we all realized we had a few friends we'd fallen out of touch with who were still lingering on Find My Friends. Right now, though, it feels mean to pull the cord.
"I predict that this is something that you're going to change your relationship with," Goldfarb told me. She added, "I think that it's more likely that it's going to be a more concentrated friend group that will need to know this about you."
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

Gen Zers Are Investing Younger Than Their Elders
Gen Zers Are Investing Younger Than Their Elders

Newsweek

time6 hours ago

  • Newsweek

Gen Zers Are Investing Younger Than Their Elders

Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. Gen Zers are starting to invest far younger than their elder millennials and Gen Xers, according to a new study from Arta Finance. While 54 percent of Gen Z respondents in the survey said they began investing by age 21, only 31 percent of millennials and 27 percent of Gen X had done the same. Why It Matters Gen Z faces economic turbulence as they start their careers, with skyrocketing student loan debt and inflation on everything from housing to groceries. However, the interest in saving and investing for the future could indicate the younger generation, which includes those age 13 to 28, is better prepared for the future than previously believed. Close-up of a person's hand holding a smartphone with the interface of the Robinhood investment app visible, in Lafayette, California, on September 15, 2021. Close-up of a person's hand holding a smartphone with the interface of the Robinhood investment app visible, in Lafayette, California, on September 15, 2021. Smith Collection/Gado/Getty Images What to Know While 71 percent of millennials surveyed by Arta Finance started investing before age 30, Gen Z is getting an even earlier start, with 54 percent starting their investment portfolios by age 21. Technology has opened many ways of wealth building to a larger audience, and Gen Z isn't waiting for a specific income range or job title to begin the process, according to the report. "This has a direct correlation to technology and the accessibility of trading platforms like Robinhood," Kevin Thompson, CEO of 9i Capital Group and host of the 9innings podcast, told Newsweek. "These companies have done a tremendous job leveraging technology to put themselves directly in front of Gen Z." Learning about investing early is a positive for Gen Z over the long run, as they have more time to build wealth, but Thompson cautioned the new investors about potential gamification risks. "My main concern, however, is the gamification of investing. Investment platforms and gaming companies have made the experience engaging to the point where some see it as an alternative to gambling," Thompson said. "This has fueled day trading of meme stocks and increased exposure to volatile assets like cryptocurrency." If Gen Z invests without becoming addicted to that gamification nature, however, they likely could reap major financial benefits in the coming years. "Time is your greatest asset when it comes to investing," Emmy Sakulrompochai, head of investment advisory at Arta Finance, said in the report. "But many people hesitate because they think they need a finance degree or six figures in savings. You don't. What you really need is a bit of guidance, access to quality investment opportunities, and a nudge to get started—even with small amounts. By starting early and staying invested, you can take advantage of long-term market growth and let compounding returns work in your favor." What People Are Saying Alex Beene, financial literacy instructor for the University of Tennessee at Martin, told Newsweek: "Studies have shown that Gen Z is more financially assertive than their millennial counterparts. That, paired with vastly easier and cheaper ways of investing virtually, have given rise to more young adults taking a dip into investments at an earlier age. Still, it's important they understand the difference between investing, which can lead to long-term wealth, and trading stocks, which can be much riskier and result in significant losses if not properly managed." Drew Powers, founder of Illinois-based Powers Financial Group, told Newsweek: "It is wonderful to see Gen Z get an early start on savings. The magic of saving money has always been 'time and compound interest,' so with over half of Gen Z saving and investing by age 21, they will benefit from both. It is amazing what a small amount of money can grow to over 40 or 50 years, versus a large amount of money over 4 or 5 years." Sakulrompochai also told Newsweek: "Gen Z is stepping into investing earlier than any generation before them, and for good reason. They've grown up with user-friendly, tech-enabled platforms and lower investment minimums that make it easy to put even small amounts to work. Continuous conversations about money and markets are woven into their daily digital lives, so investing isn't a distant 'someday' task, it's simply part of how they manage their finances." What Happens Next As wealth building is increasingly democratized, private market opportunities will no longer be off limits to all but the ultra-wealthy, Sakulrompochai said. "By starting young and diversifying broadly, Gen Z gives itself a long runway to harness compounding returns, setting the stage for a generation that is not only more financially literate, but potentially more financially independent and empowered than any that came before it."

TikTok to Roll Out New Tool for Advertisers to Follow People Beyond the App
TikTok to Roll Out New Tool for Advertisers to Follow People Beyond the App

Yahoo

time7 hours ago

  • Yahoo

TikTok to Roll Out New Tool for Advertisers to Follow People Beyond the App

TikTok is rolling out a new advertising tool to measure user behavior after they leave the app without using pixel technology, ADWEEK has learned. The new tool, called Engaged Session, will allow advertisers to target users who spend at least 10 seconds on a website or retailer landing page after clicking an ad. According to an email sent to buyers, TikTok said the new tool is designed to "bring high-intent users to your website" while providing insights into engagement metrics like Total Engaged Sessions and Cost per Engaged Session, metrics that "align closely with third-party analytics like Google and Adobe Analytics." The feature is set to become available to all advertisers on July 31, according to three media agency executives who received early announcements of Engaged Session. A representative for TikTok did not respond to requests for comment. The launch of Engaged Session marks TikTok's latest effort to offer advertisers deeper insight into post-click behavior, a common blind spot in social media advertising where clicks don't always translate to meaningful site engagement. Regulation and other privacy restrictions have made pixel-based tracking more difficult for platforms like TikTok, Meta, and Google, which have previously relied on the technology to target and track users. Meta recently made a similar move by rolling out Google Analytics integration, linking advertiser data with its ad platform to enhance insights into post-click user actions. This comes at a key moment, as Gen Z increasingly ditches traditional search platforms like Google Search in favor of TikTok. According to the marketing platform Soci, 34% of Gen Z uses TikTok for search and discovery, while 40% of U.S. adults aged 18–24 use social networks like TikTok to look up information about local businesses. Trump to Extend TikTok Sale Deadline by Another 90 Days With this new tool, brands will be able to target people who stay longer on their websites-making it easier to reach the right audience and move them closer to buying, said Lauren Kramer, director of social media solutions at Basis Technologies. Engaged Session is available under TikTok's Traffic Objective, which helps advertisers reach people who visit their website after seeing an ad. The tool can be toggled on for all TikTok ad placements, including Search Ads. Early results TikTok shared with advertisers show a 46% decrease in cost per engaged session, a 62% increase in average session duration, and a 13% decrease in bounce rate compared to traditional landing page view campaigns-a metric that counts when a person clicks on a TikTok ad and an external landing page successfully loads. TikTok Extends Gen AI Tools to WPP Open, Adobe Express

Ad Fatigue Hits Hard in Southeast Asia: 2 in 3 Consumers Tune Out Repetitive Ads
Ad Fatigue Hits Hard in Southeast Asia: 2 in 3 Consumers Tune Out Repetitive Ads

Business Wire

time12 hours ago

  • Business Wire

Ad Fatigue Hits Hard in Southeast Asia: 2 in 3 Consumers Tune Out Repetitive Ads

SINGAPORE--(BUSINESS WIRE)--A new study by global advertising technology leader The Trade Desk (Nasdaq: TTD) reveals that 66 percent of Southeast Asian consumers are tuning out repetitive ads shown on a single channel. The findings in the study 'The Untapped Opportunity of Omnichannel' underscore the urgent need for advertisers to move away from siloed, multichannel strategies and adopt connected, omnichannel approaches that align with how consumers actually engage with media today. The study looked at the difference between omnichannel campaigns and multichannel campaigns and their impact to the consumer experience and engagement. While both approaches use multiple channels, the distinction lies in execution. Multichannel campaigns often operate in silos with separate strategies across different platforms. In contrast, omnichannel campaigns unify three or more digital channels (such as mobile, display, native, video, audio, DOOH, or CTV/OTT) into a connected experience that optimizes message sequencing and frequency based on how users consume media. Fragmentation is Fueling Fatigue Across Southeast Asia, consumers are spending over eight hours a day on an average of five media environments including CTV/OTT, music streaming, gaming, news, and websites. This growing media fragmentation makes it increasingly challenging for marketers to deliver relevant, engaging ads without overwhelming their audiences. At the same time, ad fatigue has become widespread across the region. Among the six markets surveyed, Indonesia (69 percent) and the Philippines (67 percent) report the highest levels of ad fatigue, followed closely by Thailand (65 percent) and Singapore (63 percent). The issue is especially pronounced among Gen Z, who are 57 percent more likely to feel annoyed when the same brand appears repeatedly on a single channel. As digital natives, they expect advertising to be seamless, personalised, and non-repetitive across channels. 'As media consumption becomes increasingly fragmented, ad fatigue is emerging as a major challenge for marketers,' said Simon Morgan, Senior Vice President, The Trade Desk. 'Our research shows that an omnichannel approach is far better equipped to manage frequency across channels, publishers, and platforms, while delivering a cohesive sequence of relevant messages. When campaigns are audience-first and aligned with how people actually consume media, they reduce fatigue, while driving stronger business outcomes.' A Window of Opportunity for Omnichannel Despite rising ad fatigue, Southeast Asians remain open to relevant, well executed advertising. More than half (55 percent) say ads influence their next purchase, and that number climbs even higher in Thailand (66 percent) and Indonesia (60 percent). In fact, Southeast Asians are 1.6 times more likely to be inspired by ads when shopping online compared to their global counterparts. This is a clear signal for marketers to adopt omnichannel strategies that deliver timely, relevant messages that align with where consumers are in their purchase journey. Recent studies reveal that omnichannel approaches significantly outperform disconnected media strategies, reducing ad fatigue by 2.2 times and boosting persuasive impact by 1.5 times 1. Additionally, advertisers leveraging The Trade Desk's platform for omnichannel campaigns saw a 1.7 times increase in purchase intent when three channels are connected holistically 2. The impact of strategic alignment across channels on the open internet is further validated by findings showing a 77 percent uplift in return on investment when five channels are integrated 3. The Trade Desk's new report outlines how brands can build effective omnichannel strategies, offering cross-market insights into where and how to engage audiences in the most impactful way: Thailand leads Southeast Asia in brand recall Thailand stands out for its exceptional brand recall across digital channels, with particularly strong recall in online video, gaming, and websites. Notably, CTV/OTT is emerging as a cornerstone of long-term brand equity. Thai consumers exposed to CTV/OTT ads are 23 percent more likely to remember the brand and 16 percent more likely to trust those ads than ads on any other channel. With its dual ability to drive both recall and trust, CTV/OTT is now a critical pillar of effective omnichannel strategies in Thailand. Premium channels outpace social media ad effectiveness in Philippines While social media remains dominant in Philippines, its effectiveness as an ad channel is undermined by low consumer trust. In contrast, premium open internet environments including CTV/OTT, music streaming, and online video command 1.2 times greater ad trust than social media platforms, making them far more effective for building meaningful brand connections. To build deeper brand connections, marketers must move beyond social-first strategies and embrace holistic omnichannel plans that leverage these high-trust channels. Trust is the differentiator in Singapore Singapore consumers are the most ad-skeptical in Southeast Asia, yet they actively seek reliable information from trusted media sources. Ad trust is highest in CTV/OTT, online video, and music streaming, while social media and gaming lag behind. Millennials stand out as a key audience segment, showing elevated levels of both message recall and product awareness when brands engage them across multiple trusted channels. In this attention-fragmented market, brands must deliver cohesive, full-funnel storytelling across high-trust environments to earn both consumer attention and loyalty. Indonesia tops the region in ad recall but trust gap exists Indonesia leads Southeast Asia in ad recall, with a striking 81 percent remembering ads, well above the regional average of 66 percent. However, despite Indonesia's high recall rates, it ranks just behind Singapore for low brand trust, suggesting that visibility doesn't always equate to credibility. This underscores the need for an omnichannel strategy that lead with high-impact, trusted formats like online video and CTV/OTT to boost both recall and trust, and ensure that messaging across display and social is consistent and credible. The full report is available for download here. Methodology The research was carried out by The Trade Desk in March 2025, in partnership with PA Consulting, through a quantitative survey of 2,000 consumers each from Thailand, Philippines, Singapore and Indonesia to understand their needs and channel choices across different media moments and mindsets. Disclaimer: Unless otherwise specified, all results reflect the proprietary research conducted by The Trade Desk and PA Consulting. This information is provided solely for background and is not a representation or guarantee of any future performance About The Trade Desk The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit or follow us on Facebook, Twitter, LinkedIn and YouTube.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store