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Lifestyles of Generation Z - UK - September 2019

“It is increasingly difficult to ignore the growing body of research linking the young’s hyper-engagement with social media to a heightened incidence of mental health issues. For their part, the major social media platforms are exploring ways of lessening the young’s reliance on digital approval, but there remain opportunities for brands to implore this generation to switch off from the online world, creating new, compelling analogue experiences.”

– Jack Duckett, Associate Director – Consumer Lifestyles

This report examines the following issues:

  • Rebalancing Gen Zers’ digital lifestyles
  • Challenging gender stereotypes in school-age girls
  • The academic gender split

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • A small but important generation
              • Figure 1: Age structure of the UK population (projected), 2019
            • The consumer
              • Espousing a sensible persona
                • Figure 2: Characteristics considered important to Gen Zers, June 2019
              • The pressures of maintaining an online persona
                • Figure 3: Gen Zers’ attitudes towards their digital engagement, June 2019
              • Tech-based activities dominate Gen Zers’ free-time
                • Figure 4: Typical activities Gen Zers do on weekday evenings, June 2019
              • Exercise participation remains low even at weekends
                • Figure 5: Typical activities Gen Zers do on weekends, June 2019
              • Gen Zers prove keen environmentalists
                • Figure 6: Gen Z environmental behaviours, June 2019
              • Most younger teens enjoy regular income
                • Figure 7: Sources of money for 12-15-year-olds, June 2019
              • Taking pocket money online
                • Helping older teens to manage their savings
                  • Figure 8: Sources of money for 16-19-year-olds, June 2019
                • Family members prove most important Gen Z role models
                  • Figure 9: Gen Z role models, June 2019
                • Gender gap in STEM role models
                  • What we think
                  • Issues and Insights

                    • Rebalancing Gen Zers’ digital lifestyles
                      • The facts
                        • The implications
                          • Challenging gender stereotypes in school-age girls
                            • The facts
                              • The implications
                                • The academic gender split
                                  • The facts
                                    • The implications
                                    • Demographic Overview – What You Need to Know

                                      • A small but important generation
                                        • Obesity rates are still a major problem
                                          • Mental health concerns rise
                                            • A generation of eco-warriors
                                              • An emphasis on diversity and equality
                                                • Media sharing platforms prove most popular
                                                • Demographic Overview

                                                  • Demographic overview
                                                    • A small but important generation
                                                      • Figure 10: Age structure of the UK population (projected), 2019
                                                    • Health profile
                                                      • Obesity rates remain high
                                                        • Figure 11: Overweight and obesity prevalence in the England by selected age breaks, 2007-17
                                                      • Mental health concerns rise
                                                        • A politicised generation
                                                          • A generation of eco-warriors
                                                            • Gen Z profess profound Brexit concerns
                                                              • Figure 12: Generation Z’s Expected impact of UK vote to leave the EU on wider economy and personal finances, January 2019
                                                            • An emphasis on diversity and equality
                                                              • Figure 13: HSBC ‘We are not an island’ campaign, January 2019
                                                            • Tech usage
                                                              • Media sharing platforms prove most popular
                                                                • Figure 14: Social media platforms Gen Zers use at least once a week, June 2018
                                                            • The Consumer – What You Need to Know

                                                              • Living up to the “Generation Sensible” tag…
                                                                • …But looking good remains important
                                                                  • The pressures of maintaining an online persona
                                                                    • Tech-based activities dominate Gen Zers free-time
                                                                      • Exercise participation remains low even at weekends
                                                                        • Gen Zers prove keen environmentalists …
                                                                          • … But there remains scope for further education
                                                                            • Taking pocket money online
                                                                              • Helping older teens to manage their savings
                                                                                • Family members prove most important Gen Z role models…
                                                                                  • … But celebs and social media stars remain important
                                                                                    • Gender gap in STEM role models
                                                                                    • Characteristics Important to Gen Z

                                                                                      • Success at school is Gen Z’s main priority…
                                                                                        • Figure 15: Characteristics considered important to Gen Zers, June 2019
                                                                                      • … but they still want to look good
                                                                                        • Priorities align with traditional stereotypes
                                                                                          • Figure 16: Characteristics considered important to Gen Zers, by gender, June 2019
                                                                                        • Challenging gender stereotypes in girls…
                                                                                          • … And in teenage boys
                                                                                          • Attitudes towards Digital Behaviours

                                                                                            • ‘FOMO’ keeps Gen Zers online
                                                                                              • Figure 17: Gen Zers’ attitudes towards their digital engagement, June 2019
                                                                                            • The pressures of maintaining an online persona
                                                                                            • Weeknight and Weekend Activities

                                                                                              • Tech-based activities dominate weeknights
                                                                                                • Figure 18: Typical activities Gen Zers do on weekday evenings, June 2019
                                                                                              • Encouraging teens to switch off…
                                                                                                • Figure 19: John Lewis 2018 Christmas advert, November 2018
                                                                                              • Facilitating meet-ups
                                                                                                • Figure 20: Typical activities Gen Zers do on weekends, June 2019
                                                                                              • Exercise participation remains low even at weekends
                                                                                                  • Figure 21: Proportion of Gen Z teens who take part in sport/exercise on a typical weekend, by household income, June 2019
                                                                                              • Environmental Behaviours

                                                                                                • Gen Zers prove keen environmentalists …
                                                                                                  • Figure 22: Gen Z environmental behaviours, June 2019
                                                                                                • … But there remains scope for further education
                                                                                                  • Engaging boys with the environment
                                                                                                    • Figure 23: Gen Z environmental behaviours – “yes”, by gender, June 2019
                                                                                                • Sources of Income: 12-15-Year-Olds

                                                                                                  • Most younger teens enjoy regular income
                                                                                                    • Figure 24: Sources of money for 12-15-year-olds, June 2019
                                                                                                  • Pocket money averages at £30
                                                                                                    • Figure 25: Mean monthly pocket money, by age and by gender, June 2019
                                                                                                  • Taking pocket money online
                                                                                                    • Using apps to incentivise children to earn pocket money
                                                                                                      • Figure 26: RoosterMoney pocket money for chores app, June 2019
                                                                                                  • Sources of Income: 16-19-Year-Olds

                                                                                                    • Helping older teens to manage their savings
                                                                                                      • Figure 27: Sources of money for 16-19-year-olds, June 2019
                                                                                                    • Gen Zers and luxury markets
                                                                                                    • Gen Z Role Models

                                                                                                      • Family members prove most important Gen Z role models…
                                                                                                        • Figure 28: Gen Z role models, June 2019
                                                                                                      • … But celebs and social media stars remains enticing
                                                                                                        • Maintaining the authenticity of social media partnerships
                                                                                                          • Figure 29: Screengrab from ASOS’s Collusion line launch video, October 2018.
                                                                                                        • Gender gap in STEM role models
                                                                                                          • Figure 30: Gen Z role models, by gender, June 2019
                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                          • Abbreviations
                                                                                                            • Consumer research methodology

                                                                                                            Lifestyles of Generation Z - UK - September 2019

                                                                                                            £2,195.00 (Excl.Tax)