"Gen Z are focusing on wellbeing and self-expression as traditional milestones feel out of reach. Brands should help by celebrating incremental personal growth."
Rich Shepherd, Associate Principal - Consumer Insights
70% of UK Gen Z consumers think life is harder for them than for earlier generations. Traditional lifestage milestones such as moving out of the family home, starting their own family and buying a house are being delayed, and today’s young adults are creating a new sense of expectations and aspirations for the future.
One of the most significant issues faced by Gen Z is the changing landscape of youth employment. AI-driven automation is limiting entry-level job opportunities, increasing Gen Z’s sense of competition in the labour market and hindering their path to financial security. Employers are increasingly being called on to provide clear pathways for progression amid this changing environment.
With traditional goals having less influence on Gen Z, brands should focus on supporting consumers in achieving consistent, incremental growth. For example, micro-savings products or tools that aid skills-building offer tangible progress during periods of uncertainty. However, brands must be authentic in these efforts. Gen Z’s ‘prove it’ mindset and intense scrutiny on fairness mean that brands that fail to follow through on any claims risk a backlash.
This report explores the attitudes and lifestyles of Gen Z consumers in the UK.
Gen Z represents those individuals born between the years 1997-2012. The research in this report focuses on Gen Z consumers aged 16-29.
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