Generation Z grew up connected, shaping digital trends and naturally interacting with social media, online shopping, and new technologies. However, their online habits are being exploited by cybercriminals as bait for digital scams and malware distribution. Among the most exploited habits are: the fear of missing out (FOMO), nostalgic consumption of 2000s culture, and heavy use of mental health apps. To help young people and raise awareness about these risks while encouraging safer browsing, Kaspersky has launched the interactive game “Case 404” and compiled practical tips to help young people navigate more securely. Check them out below.
Oversharing and an expanding digital footprint
For Generation Z, sharing life moments online has become part of their daily routine. Social media platforms are filled with geotagged selfies, daily updates, and personal data. However, this constant sharing creates a digital footprint that cybercriminals can exploit for identity theft or social engineering attacks.
Kaspersky research shows that 58% of Brazilians are concerned about their personal data being leaked, and yet, oversharing of information in the digital environment persists. This can inadvertently reveal sensitive details, such as users’ homes in the background of photos or their routines, making habits predictable. Even seemingly harmless content, like a friend or pet photo, can provide clues for password recovery questions.
1. Fear of Missing Out (FOMO)
FOMO refers to the anxiety or discomfort a person feels at the possibility of missing out on trends followed by other users on social media. FOMO is a powerful driver for Generation Z, fueled by social media updates about new product launches, concerts, and events.
Seeing peers participate in events, acquire new products, or achieve goals can lead to feelings of exclusion. Whether it’s the launch of a new iPhone, Taylor Swift’s “The Eras Tour,” or a major sporting event, FOMO can lead users to click on unverified links promising early access to events or exclusive offers.
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Example of a phishing page with a fake offer for the new iPhone 16 Pro Max
Cybercriminals exploit this urgency through phishing schemes and clickbait, leading users to malicious sites that steal login credentials and distribute malware. Fake event tickets, pre-sale schemes, and “leaked” insider information are just some of the tactics used to manipulate users through this fear.
2. Nostalgia for Y2K fashion and early 2000s culture
For Generation Z, born around or after that time, Y2K fashion represents a mix of nostalgia for a simpler, pre-digital era and a desire to reinvent those styles with a modern twist. Generation Z’s fascination with early 2000s culture, from Y2K aesthetics to childhood games, has revived interest in retro titles like The Sims 2, Barbie Fashion Designer, and Bratz Rock Angelz.
Although these games evoke nostalgia, searching for unofficial downloads often leads users to malware-spreading sites. Cybercriminals target this niche interest by embedding malicious software in counterfeit game files. What seems like a “trip down memory lane” can result in compromised devices or stolen data.
3. Fast Fashion Stores
Generation Z loves expressive clothing. You want to stand out, not blend in, with a constantly changing style—what was trendy a month ago may no longer be in fashion.
Their trend-chasing habits are supported by fast-fashion retailers offering affordable ways to change. For example, the Chinese fast-fashion giant Shein is adored by Gen Z and adds 6,000 new products to its site/app every day.
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Phishing scheme using a fast-fashion brand as bait
For Generation Z, fast-fashion stores are more than just shopping preferences—they’re a lifestyle. Brands like Shein, ASOS, and Fashion Nova offer affordable prices and instant gratification, making them essential for this generation. However, the allure of these brands has a downside. Fake shopping sites, counterfeit promo codes, and phishing ads capitalize on their popularity, using convincing imitations to lure users into entering sensitive data. The more engaged users are in online shopping, the higher the risk of encountering fake sites and phishing schemes designed to steal personal and financial information.
4. iDisorder
Generation Z faces a phenomenon called iDisorder, a condition where the brain’s ability to process information changes due to excessive exposure to technology. This obsession with technology can lead to psychological, physical, and social disturbances, including depression and anxiety. This is evidenced by public research: one in three young people aged 18-24 currently show symptoms indicating they have experienced this type of mental health issue.
This is why people increasingly turn to digital tools, such as teletherapy platforms and mental health trackers, to relieve stress. However, these platforms store highly sensitive personal information, including emotional states, therapy notes, and user routines. If breached, this data can be exploited for blackmail or phishing.
“Trends may evolve quickly, but cyber threats remain constant. Whether leveraging Generation Z’s passion for online shopping, exploiting the urgency created by FOMO, or targeting the growing use of mental health apps, cybercriminals are quick to turn popular behaviors into opportunities for phishing, scams, and data breaches,” says Fabio Assolini, director of Kaspersky’s Global Research & Analysis Team for Latin America.
He offers some tips for young people to protect themselves: “Start by taking control: check links and websites before entering any data, use strong and unique passwords, and enable two-factor authentication for an extra layer of security. Be mindful of what you share online and, most importantly, remember that being informed is your best defense. Cybersecurity isn’t just about reacting to threats—it’s about empowering yourself to navigate the digital world with confidence and security,” mece assumindo o controle: verifique os links e os sites antes de inserir qualquer dado, utilize senhas fortes e únicas e ative a autenticação de dois fatores para uma camada extra de segurança. Tenha atenção para o que compartilha online e, mais importante, lembre-se de que estar informado é a sua melhor defesa. A cibersegurança não é apenas uma questão de responder a ameaças, é uma questão de se capacitar para navegar no mundo digital com confiança e segurança”, concludes Assolini.
To stay safe in the digital world, we recommend that Generation Z do the following:
- Check out Kaspersky’s new interactive online game—“Case 404” —specifically designed to help Generation Z learn the best security strategies in an increasingly vulnerable online world.
- Think before you post: don’t share photos that reveal your home, routine, or personal details that could be used for password recovery.
- Don’t fall for urgent offers, and verify discounts, pre-sales, or ticket links only through official sites. When shopping online, avoid deals that seem “too good to be true.”
- Always carefully check website URLs before entering personal information. Cybercriminals often mimic brand names or use fake domains.
- Mental health apps store sensitive data, so it’s important to choose services with strong privacy policies and avoid sharing personal information.
- Use a reliable security solution like Kaspersky Premium to detect malicious attachments that could compromise your data.
- Ensure secure browsing and messaging with Kaspersky VPN, protecting your IP address and preventing data leaks.
