An Axios report explores how Gen Z is reshaping data privacy, driven by tools like Generation Lab and Verb AI. This generation, known for its digital fluency, is prioritizing control over personal data amid growing concerns about tech overreach.
What’s Happening
- Generation Lab, a platform launched in 2024, lets users track and manage how their data is used by apps. It’s gained traction with Gen Z, with 1.5 million users since its debut.
- Verb AI, an AI-driven privacy assistant, helps users audit data-sharing settings and block trackers. It’s seen a 300% user spike among 18- to 27-year-olds in 2025.
- A 2025 survey shows 72% of Gen Zers are more privacy-conscious than older generations, often opting out of data-sharing features.
Why It Matters
Gen Z’s push for privacy stems from high-profile data scandals and a desire for transparency. They’re using tech to fight tech—tools like Generation Lab reveal that 60% of popular apps share data without clear consent, prompting users to act. Verb AI, meanwhile, has blocked over 10 million trackers for users this year.
The Impact
- Companies are adapting: 40% of tech firms now offer clearer opt-out options due to Gen Z pressure.
- Gen Z’s habits are influencing policy—lawmakers are citing their advocacy in debates over stronger privacy laws.
Gen Z is leading a privacy revolution, using tools like Generation Lab and Verb AI to reclaim control over their data. Their actions are forcing tech companies and regulators to prioritize transparency and user empowerment.