Table of Contents
Executive Summary
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- Impact of COVID-19 on Gen Z lifestyles
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on Generation Z lifestyles, December 2020
- The market
- Gen Z become more important audience
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- Figure 2: Age structure of the UK population, 2019
- Learnings from the last recession
- The consumer
- Who pays for what?
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- Figure 3: Gen Z spending habits – sources of payment for selected outgoings, July 2020
- Socialising proves top Gen Z activity
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- Figure 4: Activities most popular with Gen Zers, July 2020
- Missing school and socialising
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- Figure 5: The impact of COVID-19 for Gen Z on selected factors, July 2020
- Gen Zers enjoy highly diverse friendship circles
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- Figure 6: Diversity within Gen Z’s friendship groups, July 2020
- Differing viewpoints within friendships
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- Figure 7: Agreement with the statement “I think it is important to have friends who agree with your views,” by age, July 2020
- Success in the workplace and at school is Gen Z’s main worry
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- Figure 8: Causes of stress and worry for Gen Z, July 2020
Issues and Insights
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- Supporting Gen Zers as they face up to a post-COVID-19 future
- Taking education online
- Social distancing measures drive feelings of loneliness
The Market – Key Takeaways
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- The population of Gen Zers
- Schools and universities closed, causing exam stress
- Gen Zers to struggle in troubling employment market
- Parents help to inflate financial confidence
- Gen Z and social media usage
Demographic Overview
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- The population of Gen Zers
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- Figure 9: Age structure of the UK population, 2019
- Learnings from the last recession
Market Drivers
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- Schools and universities closed in lockdown…
- …sparking exam result scandal
- Gen Zers to struggle in troubling employment market
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- Figure 10: Unemployment rate, aged 16 and over, January 2008-August 2020
- Parents help to inflate financial confidence
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- Figure 11: How respondents would describe their financial situation, by generation, November 2020
- Gen Z anxious about the future
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- Figure 12: Consumer sentiment for the coming year, by generation, September 2020
- Brexit only fuels concerns for the future
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- Figure 13: Gen Z’s views on Brexit’s impact on selected issues, November 2020
- TikTok takes off during lockdown
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- Figure 14: Use of social media platforms, 19-30 March 2020
The Consumer – Key Takeaways
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- Gen Z’s exposure concerns are below average, but lifestyle concerns remain high
- Lockdown sparks feelings of loneliness
- Socialising dominates Gen Zers’ free time
- Gen Zers still reliant on parents for essentials
- Gen Z fashion expectations outpace financial capabilities
- A highly diverse friendship circle…
- …but opportunities remain to expose Gen Zers to different points of view
- COVID-19 increases Gen Z’s travel anxiety
- An increasingly environmentally-conscious generation…
Impact of COVID-19 on Gen Z Lifestyles
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- Gen Z’s exposure concerns sit below population average…
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- Figure 15: Mintel COVID-19 exposure anxiety and lifestyle impact index, 28 February -1 October 2020
- …But fears for lifestyles remain high
- Missing school and socialising
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- Figure 16: The impact of COVID-19 for Gen Z on selected factors, July 2020
- Women feel less pressure surrounding their appearance
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- Figure 17: Proportion of Gen Z feeling less pressure surrounding their appearance, by age and gender, July 2020
- Gen Z see masks as a necessary fashion statement
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- Figure 18: Extent to which Gen Z think mask usage is important in selected situations, 11-19 November 2020
- Comfort with out-of-home activities remains limited
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- Figure 19: Level of comfort felt by Gen Z when participating in selected activities, 11-19 November 2020
Gen Zers’ Favourite Activities
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- Socialising proves top Gen Z activity
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- Figure 20: Activities most popular with Gen Zers, by gender, July 2020
- Streaming services boosted by lockdown
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- Figure 21: Proportion of Gen Zers who include “watching TV/movies at home (including streaming content)” among their three most enjoyed activities, by age within gender, July 2020
- Exercise equally popular amongst young men and women
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- Figure 22: Proportion of Gen Zers who include “exercising” among their three most enjoyed activities, by age within gender, July 2020
- Diversity and keeping fit
Who Pays for What?
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- Gen Zers still reliant on parents for essentials
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- Figure 23: Gen Z spending habits – sources of payment for selected outgoings, July 2020
- Three-quarters of Gen Z live at home or have help paying rent
- Gen Z’s fashion expectations outpace financial capabilities
- The importance of targeted marketing
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- Figure 24: Gucci’s “Off Grid” pack for The Sims 4, October 2020
- Gen Z prove important audience for recovery in travel sector
Gen Zers and Their Friendship Circle
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- A profoundly diverse group
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- Figure 25: Diversity within Gen Z’s friendship groups, July 2020
- Friendships across age groups
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- Figure 26: Proportion of Gen Z with friends from different age groups, July 2020
- Differing viewpoints within friendships
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- Figure 27: Agreement with the statement “I think it is important to have friends who agree with your views,” by age, July 2020
- Campaigns can raise awareness of different points of view
- Identity and individuality important for Gen Z
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- Figure 28: Attitudes towards friendship influence and individuality, July 2020
Causes of Stress for Gen Z
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- Success in the workplace and at school is Gen Z’s main worry…
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- Figure 29: Causes of stress and worry for Gen Z, July 2020
- … underpinning opportunities to engage with the young about their mental wellbeing
- Moving education online
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- Figure 30: Causes of stress and worry for Gen Z, by age, July 2020
- However, appearance remains important
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- Figure 31: Proportion of Gen Zers who include ‘my appearance’ as a cause of worry, by age within gender, July 2020
- An increasingly environmentally-conscious generation…
- …but opportunities remain to address eco-gender gap
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- Figure 32: Proportion of Gen Zers who include ‘the environment’ as a cause of worry, by age within gender, July 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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