Table of Contents
Executive Summary
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- The market
- A small but important generation
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- Figure 1: Age structure of the UK population (projected), 2019
- The consumer
- Espousing a sensible persona
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- Figure 2: Characteristics considered important to Gen Zers, June 2019
- The pressures of maintaining an online persona
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- Figure 3: Gen Zers’ attitudes towards their digital engagement, June 2019
- Tech-based activities dominate Gen Zers’ free-time
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- Figure 4: Typical activities Gen Zers do on weekday evenings, June 2019
- Exercise participation remains low even at weekends
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- Figure 5: Typical activities Gen Zers do on weekends, June 2019
- Gen Zers prove keen environmentalists
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- Figure 6: Gen Z environmental behaviours, June 2019
- Most younger teens enjoy regular income
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- Figure 7: Sources of money for 12-15-year-olds, June 2019
- Taking pocket money online
- Helping older teens to manage their savings
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- Figure 8: Sources of money for 16-19-year-olds, June 2019
- Family members prove most important Gen Z role models
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- Figure 9: Gen Z role models, June 2019
- Gender gap in STEM role models
- What we think
Issues and Insights
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- Rebalancing Gen Zers’ digital lifestyles
- The facts
- The implications
- Challenging gender stereotypes in school-age girls
- The facts
- The implications
- The academic gender split
- The facts
- The implications
Demographic Overview – What You Need to Know
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- A small but important generation
- Obesity rates are still a major problem
- Mental health concerns rise
- A generation of eco-warriors
- An emphasis on diversity and equality
- Media sharing platforms prove most popular
Demographic Overview
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- Demographic overview
- A small but important generation
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- Figure 10: Age structure of the UK population (projected), 2019
- Health profile
- Obesity rates remain high
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- Figure 11: Overweight and obesity prevalence in the England by selected age breaks, 2007-17
- Mental health concerns rise
- A politicised generation
- A generation of eco-warriors
- Gen Z profess profound Brexit concerns
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- Figure 12: Generation Z’s Expected impact of UK vote to leave the EU on wider economy and personal finances, January 2019
- An emphasis on diversity and equality
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- Figure 13: HSBC ‘We are not an island’ campaign, January 2019
- Tech usage
- Media sharing platforms prove most popular
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- Figure 14: Social media platforms Gen Zers use at least once a week, June 2018
The Consumer – What You Need to Know
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- Living up to the “Generation Sensible” tag…
- …But looking good remains important
- The pressures of maintaining an online persona
- Tech-based activities dominate Gen Zers free-time
- Exercise participation remains low even at weekends
- Gen Zers prove keen environmentalists …
- … But there remains scope for further education
- Taking pocket money online
- Helping older teens to manage their savings
- Family members prove most important Gen Z role models…
- … But celebs and social media stars remain important
- Gender gap in STEM role models
Characteristics Important to Gen Z
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- Success at school is Gen Z’s main priority…
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- Figure 15: Characteristics considered important to Gen Zers, June 2019
- … but they still want to look good
- Priorities align with traditional stereotypes
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- Figure 16: Characteristics considered important to Gen Zers, by gender, June 2019
- Challenging gender stereotypes in girls…
- … And in teenage boys
Attitudes towards Digital Behaviours
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- ‘FOMO’ keeps Gen Zers online
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- Figure 17: Gen Zers’ attitudes towards their digital engagement, June 2019
- The pressures of maintaining an online persona
Weeknight and Weekend Activities
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- Tech-based activities dominate weeknights
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- Figure 18: Typical activities Gen Zers do on weekday evenings, June 2019
- Encouraging teens to switch off…
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- Figure 19: John Lewis 2018 Christmas advert, November 2018
- Facilitating meet-ups
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- Figure 20: Typical activities Gen Zers do on weekends, June 2019
- Exercise participation remains low even at weekends
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- Figure 21: Proportion of Gen Z teens who take part in sport/exercise on a typical weekend, by household income, June 2019
Environmental Behaviours
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- Gen Zers prove keen environmentalists …
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- Figure 22: Gen Z environmental behaviours, June 2019
- … But there remains scope for further education
- Engaging boys with the environment
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- Figure 23: Gen Z environmental behaviours – “yes”, by gender, June 2019
Sources of Income: 12-15-Year-Olds
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- Most younger teens enjoy regular income
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- Figure 24: Sources of money for 12-15-year-olds, June 2019
- Pocket money averages at £30
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- Figure 25: Mean monthly pocket money, by age and by gender, June 2019
- Taking pocket money online
- Using apps to incentivise children to earn pocket money
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- Figure 26: RoosterMoney pocket money for chores app, June 2019
Sources of Income: 16-19-Year-Olds
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- Helping older teens to manage their savings
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- Figure 27: Sources of money for 16-19-year-olds, June 2019
- Gen Zers and luxury markets
Gen Z Role Models
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- Family members prove most important Gen Z role models…
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- Figure 28: Gen Z role models, June 2019
- … But celebs and social media stars remains enticing
- Maintaining the authenticity of social media partnerships
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- Figure 29: Screengrab from ASOS’s Collusion line launch video, October 2018.
- Gender gap in STEM role models
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- Figure 30: Gen Z role models, by gender, June 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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