“The COVID-19 outbreak will be a truly unifying experience for adult Gen Zs, particularly 21-25s, given they likely face more severe financial setbacks to establishing their futures. Companies across all categories will need to find ways to best set up the Gen Z cohort for success amid this unstable foundation, now and in the months to come. Practical solutions are a must to give them some immediate relief from monetary stresses. The outbreak will also mean that many have a prolonged reliance on their parents, suggesting a need to learn adulting skills when they are older. Mental wellness needs to be a priority as financial uncertainty is taxing and prolonged reliance on parents also means lesser control over bigger purchase decisions. As much of their current situation cannot be impacted by their own behaviour, the ability to customize products will have mental health benefits as it gives them back some semblance of control.”

– Carol Wong-Li, Associate Director Lifestyles & Leisure

This report covers the following issues:

How Gen Zs define their personal identities

Sources of emotional support and activities used to manage stress

Gen Z consumers’ outlook on life before and during the COVID-19 pandemic