Table of Contents
Overview
-
- What you need to know
- Mintel generation definitions
Executive Summary
-
- The market
- Age structure of the UK
-
- Figure 1: Age structure of the UK population (projected), 2018
- Teen health proves cause for concern
- An emphasis on media sharing
- The consumer
- Animal welfare tops the young’s environmental concerns
-
- Figure 2: Leading environmental concerns for Generation Z, June 2018
- Finance-savvy Gen Z look to boost savings
-
- Figure 3: How Generation Z would spend £1,000, June 2018
- #Friendspiration
-
- Figure 4: Sources of style inspiration, June 2018
- Taking a break from technology
-
- Figure 5: Generation Z’s Attitudes towards Online Activities, June 2018
- An emphasis on mental health
-
- Figure 6: Generation Z’s general lifestyle attitudes, June 2018
- What we think
Issues and Insights
-
- Leveraging digital friendships
- The facts
- The implications
- Addressing the teen mental health crisis
- The facts
- The implications
The Market – What You Need to Know
-
- Gen Z accounts for 15% of the population
- Child and teen obesity levels plateau
- Growing awareness of teen mental health problems
- A less binary view of gender
- An emphasis on media sharing
Market Drivers
-
- Age structure of the UK
-
- Figure 7: Age structure of the UK population (projected), 2018
- Child and teen obesity levels
-
- Figure 8: Overweight and obesity prevalence in the England by selected age breaks, 2006-16
- Most children missing activity targets
-
- Figure 9: Daily minutes of moderate to vigorous exercise, by gender, 2017
- Growing awareness of teen mental health problems
-
- Figure 10: Instagram #HereForYou campaign, May 2017
- A less binary view of gender
- An emphasis on media sharing
-
- Figure 11: Generation Z’s social media use, June 2018
The Consumer – What You Need to Know
-
- Animal welfare emerges as top Gen Z environmental concern
- The need for educational recycling initiatives
- Finance-savvy Gen Z look to boost savings
- Spending preferences match gender stereotypes…
- …except when it comes to designer fashion
- Aspirational fashion buyers
- #Friendspiration
- Girls look to social media figures for inspiration
- Concerns about sharing personal information online
- Making friends online
- Standing out from the crowd
- An emphasis on mental health
Environmental Concerns
-
- Animal welfare tops the young’s environmental concerns
-
- Figure 12: Leading environmental concerns for Generation Z, June 2018
- Could Gen Z boost animal-friendly policies?
- The need for educational recycling initiatives
-
- Figure 13: Leading environmental concerns for Generation Z, by age, June 2018
-
- Figure 14: Coca-Cola Sustainable Packaging Initiative, July 2017
- Boys prove less engaged with the environment
-
- Figure 15: Leading environmental concerns for Generation Z, by gender, June 2018
Spending Aspirations
-
- Finance-savvy Gen Z look to boost savings
-
- Figure 16: How Generation Z would spend £1,000, by age, June 2018
-
- Figure 17: Halifax HalifaxTeenMoney, July 2017
- Gen Zers sign up to the experience economy
-
- Figure 18: How Generation Z would spend £1,000, June 2018
- Spending preferences match gender stereotypes…
-
- Figure 19: How Generation Z would spend £1,000, by gender, June 2018
-
- Figure 20: Lewys Ball in Rimmel London ‘Edge your Look’ Campaign, April 2017
- …except when it comes to designer fashion
-
- Figure 21: Purchase of designer/non-designer clothes and accessories if Generation Z had £1,000 to spend, by gender and age, June 2018
- Aspirational fashion buyers
-
- Figure 22: Burberry show, February 2018
Sources of Style Inspiration
-
- #Friendspiration
-
- Figure 23: Sources of style inspiration, June 2018
- Girls look to social media figures for inspiration
-
- Figure 24: Sources of style inspiration – Bloggers/vloggers, by gender, June 2018
- A case for male bloggers
Attitudes towards Online Activities
-
- Concerns about sharing personal information online
-
- Figure 25: Generation Z’s attitudes towards online activities, June 2018
-
- Figure 26: C4 Viewers Promise Campaign, 2016
- Taking a break from technology
-
- Figure 27: Proportion of Generation Z who say that they find it hard to take a break from being online, by age and gender, June 2018
- Making friends online
-
- Figure 28: Proportion of Generation Z who say that they find it easier to make new friends online than in person, by age and gender, June 2018
- Facilitating offline friendships
General Lifestyle Attitudes
-
- Standing out from the crowd
-
- Figure 29: Generation Z’s attitudes towards fashion and personal style, June 2018
- An emphasis on mental health
-
- Figure 30: Generation Z’s attitudes towards healthy eating and exercise, June 2018
-
- Figure 31: Screengrab of Gen Zers in Lloyds Bank’s ‘Get the Inside Out’ campaign, February 2018
- Spending time with family
-
- Figure 32: Generation Z’s attitudes towards leisure and family time, June 2018
-
- Figure 33: Nokia ‘Be the Gift’ campaign, December 2017
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
Back to top