Gen Zers have transformed the way we interact online and now this digitally savvy cohort has turned their attention to LinkedIn.

The professional networking site may have once been deemed an out-of-touch social space only used by professionals in the working world, but in today's world conversations on the site look a little – or a lot – different.

TikTok, Instagram, Facebook and X (formerly Twitter) may dominate many cultural conversations due to bad press, but LinkedIn manages to sideline the negativity almost entirely.

From inspirational content to career motivation posts as well as advice from business leaders across industries, the professional social space is attracting and retaining younger users due to its low-stakes vibe. So, is LinkedIn in its Gen Z era?

In data:
- 71% of Gen Z spend more than an hour on social media every day and 63% visit LinkedIn more than once a week
- Generation Z currently make up 30% of the world’s population and is expected to account for 27% of the workforce by 2025
- More than 1 in 3 working Gen Zers find it difficult to cope with pressure and stress at work

Insights behind the data:
📤 Gen Zers are recalibrating working norms and are using LinkedIn differently from their predecessors to become the fastest-growing demographic on the professional social site
📍 Gen Z is turning from Twitter to LinkedIn for a number of reasons, but the biggest one? It's a safe social space that they trust and feel safe communicating in
💡 How did LinkedIn do a 180 and transform itself into a Gen Z favourite? By focusing on the user experience that doesn’t lend itself to strong opinions, trolling or abuse

This was spotted on The Long Read, our monthly newsletter showcasing bite-sized cultural analysis of the newest (and strangest!) behaviours we’ve been tracking at Canvas8 – sign up here.