UK Lifestyles of Generation Z Market Report 2022
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Description
The UK Lifestyles of Generation Z Market Report examines Gen Z’s priorities, current careers and future aspirations and explores Generation Z’s lifestyle choices. This report covers the current and future Gen Z trends in the UK, factors influencing the lifestyles of Gen Z and expert analysis from leading researchers.
Click here to view our German market research on Lifestyles of Generation Z 2022 (DE version).
Lifestyles of Gen Z – Current Landscape
Rising inflation, partnered with job losses and insecurity from the COVID-19 pandemic, could profoundly impact the British lifestyles of Gen Z. Increasingly high rent and property prices mean that Gen Z has continued the trend already seen among Millennials – for young adults to live at home for longer and delay traditional life stages.
While this may mean they can enjoy more disposable income in the short term, making them an attractive consumer base for brands, this group will face long-term financial obstacles.
Gen Z Lifestyle – Trends and Statistics
Generation Z is coming of age in an uncertain economic climate. COVID-19 also had a significant impact on Gen Z’s lifestyle priorities.
- 41% of Gen Z say staying in touch with family/friends is of higher priority to them now than before the COVID-19 outbreak.
- 39% of Gen Z say that careers have become an even higher priority since the COVID-19 outbreak.
- 19% of Gen Z see themselves working in healthcare in the future
Lifestyles of Gen Z – Future Expectations
Generation Z is anxious about the future, which isn’t surprising considering the uncertain economic climate they have grown up in. On top of the COVID-19-linked disruption that they have had to contend with, Gen Z’s experience career anxiety, stress in the workplace, increasing concerns over the environment and pressures from social media.
Brands should provide the young with much-needed guidance and solutions to improve their wellbeing. One way to do this would be to engage this group’s fun side through campaigns and marketing. Campaigns should celebrate these young adults for their creativity, ambition and adventurous nature rather than focusing on the multitude of issues they face.
To discover more about the UK Lifestyles of Generation Z Market Report 2022, read our UK British Lifestyles Market Report 2022, or take a look at our Consumer Lifestyle Market Research Reports.
Quickly Understand
- The effect of COVID-19 on Gen Z’s lifestyle priorities.
- Gen Z’s current careers and future aspirations.
- Gen Z’s personal style
- Explores who pays for Gen Z’s lifestyles.
- Gen Z self-perceptions and perceptions of peers.
- Gen Z’s attitudes towards their lifestyle.
Covered in this report
Brands: Lloyds Bank, TikTok, Lululemon, Sweaty Betty, Gymshark, Gucci, Louis Vuitton, AirBnB, Tiffany & Co., Schwarzkopf, Fenty Beauty, YouTube.
Expert Analysis from a Specialist in the Consumer Lifestyle Sector
This report, written by Francesca Smith, a leading analyst in the consumer lifestyle sector, delivers in-depth commentary and analysis to highlight current gen z lifestyle trends and add expert context to the numbers.
Generation Z are anxious about their future which isn’t surprising considering the uncertain climate they are facing as they enter adulthood. They have been labelled as the socially conscious and green generation, and while some are dedicated to fighting for social and environmental change, there are many other ways in which this group defines itself. Gen Z are multifaceted young adults and should be celebrated as such. In particular, brands should encourage this group’s creative and adventurous sides.
Francesca Smith
Research Analyst
Table of Contents
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Overview
- Key issues covered in this Report
- COVID-19: market context
- Economic and other assumptions
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Executive Summary
- The market
- Gen Z makes up 15 % of the UK population
- Figure 1: UK population breakdown, by generation group, 2020 (p)
- Unemployment rate on the decline following COVID peak
- Figure 2: Unemployment rate, for 16-24 year olds and total working age population in the UK, 2011-21
- Gen Z are generally financially confident
- The consumer
- Gen Z are prioritising connection with family/friends and career aspirations
- Figure 3: Gen Z priority changes since the COVID-19 outbreak, 2021
- Gen Z aspire to work in healthcare
- Figure 4: Gen Z career aspirations for those not currently working, 2021
- Gen Z opt for the casual look
- Figure 5: Gen Z personal style, 2021
- Gen Z start to take on more financial responsibilities
- Figure 6: Who pays for what in Gen Z lifestyle, 2021
- The modern-day creative generation
- Figure 7: Gen Z self-perceptions, 2021
- Social media absorption continues to worry the young
- Figure 8: Proportion of Gen Zs who agree “social media is a major cause of insecurities for people my age” (NET), by gender, 2021
- Gen Z strive to be individualist
- Figure 9: Gen Z lifestyle attitudes, 2021
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Issues and Insights
- Generation Z are on the brink of adulthood and of assuming significant financial responsibility
- Brands should celebrate Gen Zs as multidimensional young adults…
- …and provide the space for creative expression and customisation
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Market Drivers
- Gen Z makes up 15% of the UK population
- Figure 10: UK population breakdown, by generation group, 2020 (p)
- Unemployment rate on the decline following COVID peak
- Figure 11: Unemployment rate, for 16-24 year olds and total working age population in the UK, 2011-21
- Living with parents for longer
- Figure 12: Young adults aged 15-34 living with their parents by age and sex, UK, 2020
- Gen Z are generally financially confident
- Figure 13: Consumer financial situation, by generation, 2021
- Social media usage
- Figure 14: Usage of social media platforms by 16-24 year olds in the previous 3 months, 2021
- Hyper-connectivity concerns
- Figure 15: 16-24 year olds’ attitudes towards social media use, 2021
- Gen Z makes up 15% of the UK population
-
Gen Z Priorities
- Prioritising connection with family/friends and career aspirations
-
- Figure 16: Gen Z priority changes since the COVID-19 outbreak, 2021
- The environment becomes increasingly important
- Figure 17: 16-24 year olds attitudes towards sustainable living, 2021
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Gen Z Career Aspirations
- Most likely to be working in retail
-
- Figure 18: employment sector for 16-24 year olds currently working, 2021
- Full-time working favours professional roles
- Figure 19: employment sector for 16-24 year olds currently working, by part-time or full-time employment, 2021
- Traditional gender splits are still evident in early careers
-
- Figure 20: Proportion of Gen Z currently working in selected sectors, by gender, 2021
- Gen Z aspire to work in healthcare
- Figure 21: Gen Z career aspirations for those not currently working, 2021
- Arts and culture careers still in high demand despite pandemic
-
Personal Style
- Gen Z like the casual look
- Figure 22: Gen Z personal style, 2021
- …while some opt for a more unique style
- Tapping into older Gen Zs’ need for smarter clothing
- Figure 23: Gen Z personal style, by age, 2021
- Gen Z like the casual look
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Who Pays for What?
- Many Gen Zs pay for own personal items and leisure activities
- Figure 24: Who pays for what in Gen Z lifestyle, 2021
- …while parents still helping out with at-home expenses
- Gen Z are not too old for family holidays
- Gen Z start to take on more financial responsibilities
-
- Figure 25: Proportion of Gen Z whose parents are paying solely for aspects of their lifestyle, 2020-21
- Many Gen Zs pay for own personal items and leisure activities
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Gen Z Self-perceptions
- The modern-day creative generation
- Figure 26: Gen Z self-perceptions, 2021
- Brands should allow for Gen Z creativity
- Gen Z’s adventurous side provides demand for experiences
- Gen Z aren’t defining themselves by their ethics
- Figure 27: Gen Z self-perceptions and perceptions of a typical person their age, 2021
- Gen Z view others as more rebellious and outspoken
- The modern-day creative generation
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Gen Z Lifestyle Attitudes
- Social media absorption continues to worry the young
- Figure 28: Proportion of Gen Zs who agree “social media is a major cause of insecurities for people my age” (NET), by gender, 2021
- An anxious, but ambitious generation
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- Figure 29: Gen Z lifestyle attitudes, 2021
- Brands can help improve work/life balance
- Gen Z strive to be individualist
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- Figure 30: Gen Z lifestyle attitudes, 2021
- The pressure is on to be stylish
- Social media absorption continues to worry the young
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
- Appendix tables for personal style
- Figure 31: Style images used in consumer question on Gen Z personal style, 2021
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Consumer
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Data
Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
*databooks not available with UK B2B Industry reports.
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