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Lifestyles of Generation Z - UK - August 2018

"As Generation Z’s friendships have increasingly shifted online it has made it harder for them to switch off from technology, resulting in a culture of “hyper-connectivity” that is arguably having a very real impact on their mental health. From a commercial perspective this underlines opportunities for more brands to engage with the young about their mental wellbeing, and to help them establish a healthier balance between digital and real-world experiences."
- Jack Duckett, Senior Consumer Lifestyles Analyst

This Report looks at the following areas:

  • Leveraging digital friendships 
  • Addressing the teen mental health crisis

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Table of contents

  1. Overview

    • What you need to know
      • Mintel generation definitions
      • Executive Summary

          • The market
            • Age structure of the UK
              • Figure 1: Age structure of the UK population (projected), 2018
            • Teen health proves cause for concern
              • An emphasis on media sharing
                • The consumer
                  • Animal welfare tops the young’s environmental concerns
                    • Figure 2: Leading environmental concerns for Generation Z, June 2018
                  • Finance-savvy Gen Z look to boost savings
                    • Figure 3: How Generation Z would spend £1,000, June 2018
                  • #Friendspiration
                    • Figure 4: Sources of style inspiration, June 2018
                  • Taking a break from technology
                    • Figure 5: Generation Z’s Attitudes towards Online Activities, June 2018
                  • An emphasis on mental health
                    • Figure 6: Generation Z’s general lifestyle attitudes, June 2018
                  • What we think
                  • Issues and Insights

                    • Leveraging digital friendships
                      • The facts
                        • The implications
                          • Addressing the teen mental health crisis
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Gen Z accounts for 15% of the population
                                  • Child and teen obesity levels plateau
                                    • Growing awareness of teen mental health problems
                                      • A less binary view of gender
                                        • An emphasis on media sharing
                                        • Market Drivers

                                          • Age structure of the UK
                                            • Figure 7: Age structure of the UK population (projected), 2018
                                          • Child and teen obesity levels
                                            • Figure 8: Overweight and obesity prevalence in the England by selected age breaks, 2006-16
                                          • Most children missing activity targets
                                            • Figure 9: Daily minutes of moderate to vigorous exercise, by gender, 2017
                                          • Growing awareness of teen mental health problems
                                              • Figure 10: Instagram #HereForYou campaign, May 2017
                                            • A less binary view of gender
                                              • An emphasis on media sharing
                                                • Figure 11: Generation Z’s social media use, June 2018
                                            • The Consumer – What You Need to Know

                                              • Animal welfare emerges as top Gen Z environmental concern
                                                • The need for educational recycling initiatives
                                                  • Finance-savvy Gen Z look to boost savings
                                                    • Spending preferences match gender stereotypes…
                                                      • …except when it comes to designer fashion
                                                        • Aspirational fashion buyers
                                                          • #Friendspiration
                                                            • Girls look to social media figures for inspiration
                                                              • Concerns about sharing personal information online
                                                                • Making friends online
                                                                  • Standing out from the crowd
                                                                    • An emphasis on mental health
                                                                    • Environmental Concerns

                                                                      • Animal welfare tops the young’s environmental concerns
                                                                        • Figure 12: Leading environmental concerns for Generation Z, June 2018
                                                                      • Could Gen Z boost animal-friendly policies?
                                                                        • The need for educational recycling initiatives
                                                                          • Figure 13: Leading environmental concerns for Generation Z, by age, June 2018
                                                                          • Figure 14: Coca-Cola Sustainable Packaging Initiative, July 2017
                                                                        • Boys prove less engaged with the environment
                                                                          • Figure 15: Leading environmental concerns for Generation Z, by gender, June 2018
                                                                      • Spending Aspirations

                                                                        • Finance-savvy Gen Z look to boost savings
                                                                          • Figure 16: How Generation Z would spend £1,000, by age, June 2018
                                                                          • Figure 17: Halifax HalifaxTeenMoney, July 2017
                                                                        • Gen Zers sign up to the experience economy
                                                                          • Figure 18: How Generation Z would spend £1,000, June 2018
                                                                        • Spending preferences match gender stereotypes…
                                                                          • Figure 19: How Generation Z would spend £1,000, by gender, June 2018
                                                                          • Figure 20: Lewys Ball in Rimmel London ‘Edge your Look’ Campaign, April 2017
                                                                        • …except when it comes to designer fashion
                                                                          • Figure 21: Purchase of designer/non-designer clothes and accessories if Generation Z had £1,000 to spend, by gender and age, June 2018
                                                                        • Aspirational fashion buyers
                                                                            • Figure 22: Burberry show, February 2018
                                                                        • Sources of Style Inspiration

                                                                          • #Friendspiration
                                                                            • Figure 23: Sources of style inspiration, June 2018
                                                                          • Girls look to social media figures for inspiration
                                                                            • Figure 24: Sources of style inspiration – Bloggers/vloggers, by gender, June 2018
                                                                          • A case for male bloggers
                                                                          • Attitudes towards Online Activities

                                                                            • Concerns about sharing personal information online
                                                                              • Figure 25: Generation Z’s attitudes towards online activities, June 2018
                                                                              • Figure 26: C4 Viewers Promise Campaign, 2016
                                                                            • Taking a break from technology
                                                                              • Figure 27: Proportion of Generation Z who say that they find it hard to take a break from being online, by age and gender, June 2018
                                                                            • Making friends online
                                                                              • Figure 28: Proportion of Generation Z who say that they find it easier to make new friends online than in person, by age and gender, June 2018
                                                                            • Facilitating offline friendships
                                                                            • General Lifestyle Attitudes

                                                                              • Standing out from the crowd
                                                                                • Figure 29: Generation Z’s attitudes towards fashion and personal style, June 2018
                                                                              • An emphasis on mental health
                                                                                • Figure 30: Generation Z’s attitudes towards healthy eating and exercise, June 2018
                                                                                • Figure 31: Screengrab of Gen Zers in Lloyds Bank’s ‘Get the Inside Out’ campaign, February 2018
                                                                              • Spending time with family
                                                                                • Figure 32: Generation Z’s attitudes towards leisure and family time, June 2018
                                                                                • Figure 33: Nokia ‘Be the Gift’ campaign, December 2017
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Abbreviations
                                                                                  • Consumer research methodology

                                                                                  Lifestyles of Generation Z - UK - August 2018

                                                                                  £2,195.00 (Excl.Tax)