Gen Z Lifestyles Germany Market Report 2022
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Brands that can prove they understand the challenges faced by Gen Zers and their future-conscious outlook will prove most engaging for this cohort. Dr. Christina Wessels, Associate Director –…

Gen Z Lifestyles Germany Market Report 2022

£ 2,195 (Excl.Tax)


The Gen Z Lifestyles Germany Market Report 2022 identifies consumers’ attitudes towards future outlooks, the challenges Gen Zers are facing as a generation, and the impact of an uncertain market on Generation Z. This report covers the Gen Z Germany market size, market forecast, market segmentation and industry trends for the Gen Z Market Germany.

Click here to view the German version of our Gen Z Lifestyles Germany Market Report 2022.

Current Market Landscape

Our Gen Z Germany market research has identified, German Gen Zers prove highly ambitious in their outlook with a significant number agreeing that it is important to have clear goals in life, and the most common word that Gen Z consumers use to describe themselves is ‘ambitious’.

However, like Millennials before them, Gen Zers have entered a challenging job market, while the pandemic also carries many other uncertainties for the future. This instability arguably underpins much of this generation’s anxiety for the future, and subsequently, Germany Gen Z consumer behaviour.

Gen Z Germany Market Share and Key Industry Trends

Gen Zers’ financial confidence is currently being upheld by support from parents, making them an appealing youth market. But long-term, this phase will almost certainly have set them back on their journeys towards traditional life-stage goals before they have even gotten started, challenging the future consumer Gen Z.

  • 72% of all Gen Zers agree that it is hard not to be anxious about the future.
  • 35% of Gen Zers strongly agree that it is important to have clear goals in life.
  • 18% of German Gen Zers who are not working aspire to have a job in the arts.
  • 56% of German Gen Zers say they typically pay for their own holidays.

Future Trends in the Gen Z Market Germany

As our Gen Z Lifestyles Germany report shows, there is scope for marketers to move away from presenting Gen Zers as ‘Enfants Terribles’, who are determined to challenge and change everything that has come before them. Instead, brands can focus on proving that they understand the challenges the future consumer Gen Z faces and that their products and services can support them in their efforts to make future-conscious decisions.

Read on to discover more details or take a look at all of our German Consumer Lifestyles Market Research.

Quickly Understand

  • Types of jobs currently held by working Gen Zers in Germany and roles non-working Gen Zers aspire to.
  • How Gen Zers describe their personal sense of style.
  • How Gen Zers fund their lifestyles; what they pay for themselves and to what extent are they still reliant on their parents for support.
  • Gen Zers’ attitudes towards their future.
  • The importance of identity and individualism to Gen Zers.
  • How Gen Zers describe themselves and how this compares with their impression of others in their age group.

Covered in this Report

Products: Fashion & clothing, footwear, technology (apps, smartphones,), holiday booking, cosmetics & BPC products, social media services, and many more.

Brands: Adidas, Nike, Gymshark, Sweaty Betty, Cos, Finanzguru, Outbank, N26, ASICS, Janssen, Maybelline, and many more.

Expert Analysis from a Specialist in the Field

This report, written by Dr. Christina Wessels, a leading analyst in the Lifestyles, Leisure & Household sector, delivers in-depth commentary and analysis to highlight current trends in the Gen Z Market Germany, and adds expert context to the numbers.

Brands that can prove they understand the challenges faced by Gen Zers and their future-conscious outlook will prove most engaging for this cohort.

Dr. Christina Wessels
Dr. Christina Wessels
Associate Director Lifestyles, Leisure & Household

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Graph 1: working status of Gen Zers, 2021
    • Opportunities
    • Graph 2: top five style types that Gen Z identify with, by gender, 2021

    • Population
    • Graph 3: breakdown of the population by generation, 2019
    • Gen Zers and the German economy
    • Graph 4: key economic data, in real terms, 2019-23
    • Graph 5: changes in financial situation since the start of the outbreak, by generation, 2021
    • Graph 6: working status of Gen Zers, by gender
    • Generational characteristics
    • Graph 7: extent to which consumers consider the environmental impact in their decision making, by generation, 2021
    • Graph 8: exercise frequency before the COVID-19/coronavirus outbreak, 2020
    • Tech and social media
    • Graph 9: technology devices personally owned, by generation, 2021
    • Graph 10: social media users, by generation, 2021
    • Graph 11: Social media platforms used in the last three months, by generation

    • Desired and current types of profession
    • Graph 12: which types of job Gen Zers most see themselves in, 2021
    • Graph 13: Gen Z consumers who see themselves working in education, by gender, 2021
    • Graph 14: which type of job Gen Zers currently do, 2021
    • Personal style
    • Graph 15: Gen Z consumers’ personal clothing style, 2021
    • Graph 16: Gen Z consumers’ personal clothing style, by gender, 2021
    • Who pays for what?
    • Graph 17: sources of payment for selected outgoings, 2021
    • Graph 18: proportion of Gen Zs who still rely partially or fully on their parents for selected expenses, 2021
    • Graph 19: proportion of Gen Zs are partially or fully responsible for selected expenses, by gender, 2021
    • Graph 20: who pays/contributes to paying for toiletries and beauty products for Gen Z consumers, by gender, 2021
    • Attitudes towards the future
    • Graph 21: Gen Zers’ attitudes towards their goals and future outlook, 2021
    • Graph 22: Gen Zers’ attitudes towards their appearance and identity, 2021
    • Graph 23: proportion of Gen Zers who agree ‘Social media is a major cause of insecurities for many people my age’, by gender, 2021
    • How Gen Zers perceive themselves compared to others in their generation
    • Graph 24: top three words that Gen Zers use to describe themselves and a typical person their age, 2021

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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