Discover the latest Gen Z trends and how they are impacting the numerous in the UK. Our Generation Z Lifestyle Market Report 2024 is packed with consumer-led market intelligence, the latest insight into Gen Z data, and Gen Z lifestyle behaviours and preferences. With this report, you can stay ahead of the competition and align your business strategy with the needs of your Gen Z audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Frequently Asked Market Research Questions About Gen Z
Who are Gen Z?
Generation Z, or colloquially Gen Z, refers to the generation cohort that was born between 1997-2010, succeeding Millennials. Gen Z grew up with technology, social media and the internet and can be described as digital natives.
How many Gen Z’s are in the UK?
Mintel’s data shows that there are approx. 10 million Gen Z’s in the UK, which accounts for around 15% of the population.
What are the characteristics of Gen Z?
Gen Z is often portrayed as the most socially and environmentally-conscious generation. Although Mintel’s data shows that this generation does care deeply about these issues, it also shows that living more sustainably isn’t Gen Z’s top priority. Improving appearance, travelling abroad, and pursuing hobbies all rank higher in priority than acting sustainably.
Quickly Understand Gen Z Data
- Demographic and market factors impacting the lifestyles of Generation Z
- Gen Z’s priorities for the next year
- Gen Z’s satisfaction across different aspects of their life
- The extent to which social media influences Gen Z’s interaction with different categories
- What Gen Z look forward to in a typical week
- Gen Z’s attitudes towards big business, and what would cause them to boycott a brand
Gen Z Lifestyle: What Gen Z Consumers Want and Why
While Gen Z typically earn less, they have been somewhat insulated from the more severe impacts of the cost of living crisis as many still live at parents or family members’ home who cover energy, grocery and housing costs. Witnessing financial stress around them over the past few years, though, has made them hyper-aware of the need to save and could lead to some adopting a prudent mindset in the long-term.
- Gen Z statistics UK: 27% of Gen Z live in a parents/family member’s home.
Gen Z Lifestyle: Opportunities to Market to UK Gen Z
Align products with Gen Z’s online presence
More social media users are picking up their phones and filming small, or extensive, parts of their lives. This increased visibility of their own lives creates an environment where products can go viral on social media overnight. While it can be difficult to predict exactly what will gain that level of attention, some of the factors to consider are tapping into are consumers desire for community and connection.
- Gen Z data: 87% of female Gen Z social media users say social media influences their beauty/grooming routine
The appeal of nostalgia
While Gen Z are digital-natives and feel more confident online, many are aware of the negative impacts on their health and wellbeing and would prefer to disconnect. This has led them to seek out the comfort of the past. There’s so much opportunity for brands across different sectors to tap into Gen Z’s nostalgia.
- Gen Z statistics UK: 49% of Gen Z say vintage fashion is representative of a better time.
Purchase our UK Gen Z Lifestyle Market Report to receive a five-year forecast, consumer behaviour analysis, and recommendations for market opportunities. Readers of this report may also be interested in our UK British Lifestyles Market Report, or our range of Consumer Lifestyles Market Research.
Expert Insights from a Mintel Analyst
This report, written by Francesca Smith, a leading research analyst, delivers in-depth commentary and analysis to highlight UK Gen Z trends and add expert context to the numbers.
Generation Z have a complicated relationship with social media but the influence it has on their purchasing behaviours and lifestyle is unquestionable.
Francesca Smith
Senior Research Analyst – Consumer Lifestyles
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Executive Summary
- Opportunities for engaging with Generation Z
- Market dynamics
- Graph 1: ethnicity of population, by age group, 2021
- Graph 2: population estimates, by generation, 2021
- Graph 3: consumer financial wellbeing, by generation, 2024
- What consumers want and why
- Graph 4: extent to which social media influences Gen Z decisions in selected categories, 2023
- Graph 5: what Gen Z look forward to doing in a typical week, 2023
- Graph 6: Gen Z lifestyle behaviours, 2023
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Market Dynamics
- Macroeconomic factors
- Graph 7: CPI inflation rate, 2021-24
- Graph 8: consumer financial wellbeing, by generation, 2024
- Graph 9: inflation-related issues experienced in the last two months, by generation, 2024
- Graph 10: recent and planned spending activity, 2024
- Social, environmental and legal factors
- Graph 11: population estimates, by generation, 2021
- Graph 12: ethnicity of population, by age, 2021
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What Consumers Want and Why
- Life satisfaction
- Graph 13: Gen Z’s satisfaction with their lives, 2023
- Graph 14: Gen Z’s satisfaction with their lives, 2023
- Graph 15: dissatisfaction (NET) with aspects of lifestyle, by generation, 2023
- Priorities for the next 12 months
- Graph 16: Gen Z top priorities for the next 12 months, 2023
- Graph 17: issues Gen Z have faced in the last two months, 2022-23
- The influence of social media
- Graph 18: extent to which social media influences Gen Z decisions in selected categories, 2023
- A typical week in the life of Gen Z
- Graph 19: what Gen Z look forward to doing in a typical week, 2023
- Boycotting of brands
- Graph 20: Gen Z consumers that are currently boycotting a brand, 2023
- Graph 21: factors that would most likely make Gen Z boycott a brand, 2023
- Graph 22: factors that would make Gen Z boycott a brand, by whether Gen Z are currently boycotting a brand, 2023
- Lifestyle behaviours
- Graph 23: Gen Z’s lifestyle behaviours, 2023
- Graph 24: Gen Z attitudes towards social media, 2023
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Appendix
- Report scope and definitions
- Methodology
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