UK Lifestyles of Generation Z Consumer Report 2025
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This report provides a deep dive into the evolving lives of Generation Z in the UK. The analysis lays out the unique priorities and values that shape this vibrant demographic. Explore how this generation balances health, finances, and relationships, and how they engage with news and media. Generation Z is consumers born between 2010-1997. For the research in this report, Generation Z are 16-27-year olds.
UK Gen Z – Consumer Insights
Gen Z have a number of frustrations with modern dating leading to 63% of single Gen Zers prioritising self-care over finding a romantic partner. This shift will see Gen Z continue to invest in their wellbeing, friendships and self-development.
The rise of misinformation on social media is well recognised, and 63% of Gen Z admit to being misled in the past. This is giving rise to a broader wave of consumer distrust that poses risk for brands, including increasing skepticism towards brand content, use of AI and distrust in customer reviews.
Being in good health is most important to Gen Z and their holistic approach offers opportunities for brands across various industries to support wellbeing goals. In particular, community-driven wellness experiences and wellness-focused travel will hold strong appeal.
This report looks at the following areas:
- Gen Z priorities for the next year and what they value most in life, with a focus on friendships and wellness.
- How the rise of misinformation impacts Gen Z, including the news sources they trust, and how they check accuracy of these sources.
- Gen Z’s approach towards dating, including the prioritisation of self-care and dating app frustrations.
- How Gen Z perceive brand authenticity, including the importance of transparency, honesty and human connection.
About the Report
| Report Attributes | Details |
|---|---|
| Published Date | March 2025 |
| Consumer Data | 615 internet users aged 16-27, December 2024 |
| Number of Pages | 53 |
| Topline Questions | Priorities for the next 12 months, What matters most in life, Confidence in ability to identify misinformation online, Trust in news sources, Important factors for brand authenticity |
Meet the Expert Behind the Analysis
This report was written by Francesca Smith. Francesca joined Mintel in 2021 with previous experience in market analysis, and holds a First-class degree in Psychology. Francesca writes all of the UK lifestyles reports and regularly presents to clients, covering cross-category topics such as sustainability and health, and deep-dives into consumer groups such as Generation Z and parents.
Health and meaningful friendships matter most to Generation Z, and they will continue to invest in their wellbeing, friendships and self-development.
Francesca Smith
Senior Research Analyst – Consumer Lifestyles
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EXECUTIVE SUMMARY
- Opportunities for brands engaging with Gen Z
- Experiential wellness will appeal to Gen Z
- Encourage fact-checking and mindful engagement with social media news content
- Gen Z want low-pressure dating
- Market drivers
- Gen Z are living at family home for longer
- Graph 1: housing situation for Gen Z consumers, 2025
- A third of Gen Z feel financially comfortable
- Graph 2: consumer financial wellbeing, by generation, 2025
- What consumers want and why
- Gen Z is committed to physical and mental wellness
- Good health and friendships matter most to Gen Z
- Graph 3: what Gen Z value most in life, 2024
- Traditional news platforms still seen as most trustworthy
- Graph 4: trust in news from selected sources, 2024
- Dating fatigue inspires Gen Z to prioritise self-care
- Graph 5: Gen Z dating behaviours, 2024
- Transparency is critical for brand authenticity
- Authenticity will help win over Gen Z
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MARKET DRIVERS
- Generation Z make up 17% of the UK population
- Graph 6: population estimates, by generation, 2023
- The effects of the cost of living crisis are still being felt
- Graph 7: consumer financial wellbeing index, 2018-25
- A third of Gen Z live with their parents
- Graph 8: Gen Z housing situation, 2025
- Gen Z and Boomers report the healthiest finances
- Graph 9: consumer financial wellbeing, by generation, 2025
- Gen Z are comfortable spenders
- Graph 10: Gen Z’s financial activity in the last three months, 2025
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WHAT CONSUMERS WANT AND WHY
- Priorities for the next year
- Health, family and finances are top priorities for Gen Z
- Graph 11: top priorities for the next 12 months, 2024
- Gen Z are key wellness consumers
- Functional products that address holistic health will appeal
- Meet Gen Z’s passion for wellness and community
- Offer wellness benefits when marketing holidays to Gen Z
- Embrace Gen Z’s interest in beauty mindfully
- Colgate celebrates uniqueness and natural smiles
- What matters most to Gen Z
- Good health is the foundation of a good life for Gen Z
- Graph 12: what Gen Z value most in life, 2024
- Carve out space to celebrate Gen Z’s friendships
- Gen Z are ambitious…
- …and have a clear vision for their future
- They are pushing back on traditional milestones, especially single Gen Z
- Graph 13: what Gen Z value most in life, by relationship status (NET), 2024
- Extended adolescence offers opportunities for engagement
- Confidence identifying misinformation
- The rise of misinformation is eroding consumer trust
- Most are confident they can identify false information
- Teach Gen Z the tools to assess information online
- Trust of news sources
- Family and friends are the most trusted source of news
- Graph 14: trust in news from selected sources, 2024
- Traditional news outlets embrace social media
- Younger Gen Z are more sceptical of news sources
- Graph 15: distrust in news from social media, podcasts and TV news (NET), by age, 2024
- Gen Z admit to following misinformation and skimming headlines
- Graph 16: Gen Z social media and news consumption, 2023
- Encourage conversation and critical thinking of shared news
- Graph 17: sharing and checking accuracy of news, 2024
- Relationships and dating
- A snapshot of Gen Z’s relationship status
- Graph 18: all adults and Generation Z relationship status (%), 2024
- Gen Z are deprioritising romantic relationships
- Support Gen Z’s self-care journey
- Values-centred dating will appeal
- Gen Z navigate modern day dating hurdles
- A more mindful, refined approach to dating apps is needed
- Help take the pressure off dating
- Graph 19: confidence and feeling lonely, 2024
- Gen Z feel hopeful about their future
- Graph 20: optimism about the future, 2024
- Brand authenticity
- Different factors contribute to brand authenticity
- Graph 21: “In order for a brand to be authentic, it is most important that it…”, 2024
- Transparency builds trust
- Apologies must be paired with meaningful action
- An authentic brand has a unique identity
- Balancing efficiency versus authenticity
- Authentic representation goes beyond external appearances
- Community is important for authenticity
- Brand communities can help fill a gap in Gen Z’s lives
- Harnessing community has been key to many brands’ success with Gen Z
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
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