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Lifestyles of Generation Z - UK - September 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
A small but important generation
Figure 1: Age structure of the UK population (projected), 2019
The consumer
Espousing a sensible persona
Figure 2: Characteristics considered important to Gen Zers, June 2019
The pressures of maintaining an online persona
Figure 3: Gen Zers’ attitudes towards their digital engagement, June 2019
Tech-based activities dominate Gen Zers’ free-time
Figure 4: Typical activities Gen Zers do on weekday evenings, June 2019
Exercise participation remains low even at weekends
Figure 5: Typical activities Gen Zers do on weekends, June 2019
Gen Zers prove keen environmentalists
Figure 6: Gen Z environmental behaviours, June 2019
Most younger teens enjoy regular income
Figure 7: Sources of money for 12-15-year-olds, June 2019
Taking pocket money online
Helping older teens to manage their savings
Figure 8: Sources of money for 16-19-year-olds, June 2019
Family members prove most important Gen Z role models
Figure 9: Gen Z role models, June 2019
Gender gap in STEM role models
What we think
ISSUES AND INSIGHTS
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
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 
Demographic overview
A small but important generation
Figure 10: Age structure of the UK population (projected), 2019
Health profile
Obesity rates remain high
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
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
Figure 13: HSBC ‘We are not an island’ campaign, January 2019
Tech usage
Media sharing platforms prove most popular
Figure 14: Social media platforms Gen Zers use at least once a week, June 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Success at school is Gen Z’s main priority…
Figure 15: Characteristics considered important to Gen Zers, June 2019
… but they still want to look good
Priorities align with traditional stereotypes
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
‘FOMO’ keeps Gen Zers online
Figure 17: Gen Zers’ attitudes towards their digital engagement, June 2019
The pressures of maintaining an online persona
WEEKNIGHT AND WEEKEND ACTIVITIES
Tech-based activities dominate weeknights
Figure 18: Typical activities Gen Zers do on weekday evenings, June 2019
Encouraging teens to switch off…
Figure 19: John Lewis 2018 Christmas advert, November 2018
Facilitating meet-ups
Figure 20: Typical activities Gen Zers do on weekends, June 2019
Exercise participation remains low even at weekends
Figure 21: Proportion of Gen Z teens who take part in sport/exercise on a typical weekend, by household income, June 2019
ENVIRONMENTAL BEHAVIOURS  
Gen Zers prove keen environmentalists …
Figure 22: Gen Z environmental behaviours, June 2019
… But there remains scope for further education
Engaging boys with the environment
Figure 23: Gen Z environmental behaviours – “yes”, by gender, June 2019
SOURCES OF INCOME: 12-15-YEAR-OLDS
Most younger teens enjoy regular income
Figure 24: Sources of money for 12-15-year-olds, June 2019
Pocket money averages at £30
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
Figure 26: RoosterMoney pocket money for chores app, June 2019
SOURCES OF INCOME: 16-19-YEAR-OLDS
Helping older teens to manage their savings
Figure 27: Sources of money for 16-19-year-olds, June 2019
Gen Zers and luxury markets
GEN Z ROLE MODELS
Family members prove most important Gen Z role models…
Figure 28: Gen Z role models, June 2019
… But celebs and social media stars remains enticing
Maintaining the authenticity of social media partnerships
Figure 29: Screengrab from ASOS’s Collusion line launch video, October 2018.
Gender gap in STEM role models
Figure 30: Gen Z role models, by gender, June 2019
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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