“Like Millennials before them, Gen Zers are set to come of age in a deeply unstable economic climate, albeit with the added challenge of potentially persistent social distancing measures. This will stifle opportunities for this generation for the foreseeable future and is likely to put significant pressure on their financial capabilities.

With this in mind, it is perhaps little surprise that Gen Zers exhibit widespread concerns about their futures. There is therefore scope for brands to engage with Gen Zers by creating campaigns that reassure them about their current anxieties, while also encouraging them to be as prepared as possible for their futures.”

- Katie Martin, Research Analyst

This report will look at the following areas:

The impact of COVID-19 on Gen Z lifestyles

Gen Zers’ favourite activities

Who pays for Gen Zers’ lifestyles  

The importance of the diversity and inclusivity movement to Gen Z

The leading causes of stress

The increasing shift towards online learning