Generation Z is the first generation to grow up with digital money, so, in a way, they never had to go through the adjustment period that their parents did. Mobile payments were already more natural to Gen Z adults by the time they opened their first bank accounts. Crypto will fit into that same mindset, as a 2025 survey conducted across the U.S., U.K., France, Singapore, and Turkey indicated 51% of Generation Z adults have owned crypto at some point in their lives (vs. 35% for the general population). That difference speaks to how this generation views digital assets differently from its parents.
Why Gen Z Actually Buys In
Having grown up using smartphones, Generation Z has never had to transition to a digital-first approach to money management, moving directly from receiving an allowance to paying via Venmo without ever having to touch a single check. As such, using a cryptocurrency wallet is likely to feel second nature to Gen Z, which may be why, according to Gemini’s 2025 “State of Crypto” Report, Gen Z owns cryptocurrency more than all other generations globally.
A 2025 study of 150 Gen Zers (ages 18–24) found that participants’ perceptions of “ease of use” were the most influential factor in determining whether they would trade cryptocurrencies, whereas perceptions of expected returns negatively affected their intentions to trade. In essence, many of these younger investors are more concerned with the simplicity of the cryptocurrency purchase process than with potential financial gains. If they can purchase a cryptocurrency in three taps while waiting for their morning coffee, they very well might.
Initial coin offerings have become another entry point for younger investors looking to get in early on new projects, promising higher potential returns than established coins. This appeals strongly to a demographic that’s comfortable with higher risk, especially when the hype around new launches combines with relatively low entry costs. For Gen Z traders who want to feel like early adopters rather than latecomers, ICOs hit that sweet spot. When researching opportunities, many look into the best crypto ICOs to identify projects with strong teams, clear use cases, and active communities before committing funds.
On top of that, social influence plays a bigger role than spreadsheets in these decisions. Various studies show that peer pressure and mobile-friendly interfaces drive trading decisions far more than careful financial analysis, meaning that when your friends are in, you feel left out, so you follow them into it. When the app works smoothly, that resistance crumbles even faster.
The Social Proof Engine That Never Stops
Crypto doesn’t market itself like mutual funds or bonds—it spreads like culture. An influencer posts a chart showing exponential gains, someone screenshots their wallet balance, and a Discord server erupts over a new token launch, with each moment feeling like insider access even though millions of people see the same news.
This communal energy makes investing feel safer than it actually is, since when everyone around you participates, the risk seems to dissolve into shared experience. You’re not investing alone, but joining something bigger, faster, and louder. Screenshots in group chats serve as social proof, lowering the psychological barrier to entry in ways traditional marketing never could.
Identity Politics of Crypto
Holding crypto indicates more than a savvy investment decision. It indicates your familiarity with technology, your distrust of older economic systems, and your desire to have a seat at the table as the economy’s future is shaped. Several recent studies on young investors’ attitudes toward crypto have noted that many young investors frame their adoption of crypto as a form of autonomy and a rejection of the gatekeepers of old systems. Phrases such as “I’m not going to give my money to a bank” or “this is our generation’s opportunity” appear repeatedly in survey data and interview responses about how young investors think about owning crypto.
The reason young investors may hold onto their crypto positions even when they don’t make financial sense is that they are not simply investing capital. They are investing in who they believe they are, a sort of lifestyle decision. As a result, crypto assets become associated with the identity of the person holding them, creating an attachment to them regardless of how well they perform, which is one reason why crypto marketing that taps into identity resonates so strongly with this demographic.