I’ve been trawling through the first data drop from Early Studies called ‘Census 27’, which surveyed generational cohorts from around the world covering different lifestyle themes. It asked them what they’re feeling today and how they believe their attitudes will change by 2027.
As you’ll mainly find me sharing ideas about how to better engage youth audiences in the UK, I’ve started there, but for any of you wanting to get stuck into the data yourselves – simply request access to it here.
For me, some of the common areas coming out when reviewing what Gen Z are thinking now and their future view are;
Sustainability is not as high a priority for them as it is for Millennials and perhaps some questions indicate that things like the cost of living crisis post-pandemic has influenced their priorities including success and quality of life
Gen Z have a pretty cynical view of the media and spend their time online quite differently to older generations, yet are most mindful of the impact of screen time and social media on them
Many are already using AI on a daily basis, such as ChatGPT, feel empowered by it and see it as increasingly important and whilst there is some cynicism over it being overhyped, older generations are more likely to feel this way and worry about being left behind compared to Gen Z
They are still going out, but perhaps seeking other experiences beyond drinking and nightclubs, although more of their social lives are online with less in person connection.
I've pulled out some findings under each theme relating to Gen Z - but definitely go and explore the data set!
Consumption
While all age groups say high-quality basics are bought the most when it comes to clothes, for Gen Z there’s a big contrast over the next main driver, with fast fashion at 46% followed by vintage and thrifted at 40%.
Looking ahead, they see these reversing, with fast fashion dropping to 38% and vintage and thrifted to 42%.
When it comes to brands, Gen Z (like Millennials) favoured social status most, but are far less likely to rate a brand for its focus on sustainability (Gen Z 20% and Millennials 38%) or feeling it’s inclusive and accessible (Gen Z 28% compared to Millennials at 40%). Gen Z say brands being reliable and consistently good is important (44%) followed by better content and advertising (38%). Gen Z are also more likely than any other group to rate influencer/celebrity associations at 16%.
Indulgences vary across age groups, and much of this could be linked to disposable income and priorities at different stages in life. Gen Z do indulge in restaurants and food (54%) and see their spend on this increasing, but its still not as high as for Millennials (72%). Likewise, travel is valued, with 50% of Gen Z indulging now and expecting this to increase to 58% by 2027 (Millennials are 62% now, rising to 70%). For Gen Z, health and wellness indulgences are expected to rise significantly by 2027 (40%), although they currently spend less in this area than Millennials (Gen Z 22% compared to 50% of Millennials), who already prioritise it.
Outlook
The mantra on succeeding if you work hard enough seems fixed across all age groups, but for Gen Z where it differs is the high proportion who feel they have had to lower their expectations or adjust their goals if they are going to achieve their ambitions (40%). This is in contrast to just 26% of Millennials and 24% of Gen X. Gen Z are also more likely to feel that the odds are stacked against them (32% compared with 22% of Millennials and 12% of Gen X).
When it comes to career satisfaction, 50% of Gen Z surveyed feel their social circle has a decent job that allows a good life, but around a third (32%) say they wish they could quit and do something else, although this is a similar proportion to the general population.
In terms of their outlook on the state of the world, Gen Z are most cynical when it comes to their view of the media, with 43% feeling that it exaggerates the negative (compared with 22% of Millennials and Gen X respectively). Gen Z are also concerned that we’re on the brink of WW3 (36%) and feel this will increase by 2027 (44%).
Millennials are more concerned about climate change, with around a third feeling that ‘climate change makes it all pointless’ (32% compared with 20% of Gen Z). And Millennials also say they feel hopeless and detached (40%) when it comes to climate anxiety (compared to 18% Gen Z), whereas Gen Z are more likely to feel like it’s not their individual responsibility (44%), although 42% are consuming and living more consciously and advocating for people to do more (compared to 28% and 30% respectively for Millennials).
Health
When it comes to exercising regularly, Gen Z are more likely to exercise for appearance or attractiveness than other age groups (54% compared with 30% of Millennials and 36% of Gen X). As well as the gym, running, diet and health food, 30% of Gen Z also list therapy as something healthy people they know do to look after themselves.
It’s quality of life which is most likely to cause Gen Z anxiety about their health (48%), which is more than double what it was 5 years ago and something that respondents feel will continue to cause anxiety by 2027. Beauty ideals cause around 36% of anxiety over their health, the same for Millennials, contrasting to just 12% of Gen X. All age groups have mental and physical health at similar rates, but concerns over costs of illness and length of life increase with age.
Of the health issues limiting Gen Z on a daily basis, substance abuse or addiction stood out compared to other age groups (36% of Gen Z compared with 14% of Millennials and 12% of Gen X), yet alcohol consumption was lower than other demographics (2% compared with 4% of Millennials and 8% of Gen X).
Work or life stress causes the most mental health challenges for all age groups, but for Gen Z the state of the world is a high concern (40% of Gen Z and 42% of Millennials, compared with 22% of Gen X) and also screen time and social media is highest for Gen Z at 36% (compared with 26% of Millennials and 22% Gen X).
Technology
While all age groups have some daily use of AI, Gen Z and Millennials use it the most (30% compared with 20% of Gen X) and believe this is something that will continue to increase. However, Gen Z are most likely to say they feel empowered by it (38% compared with 34% of Millennials and just 8% of Gen X).
When it comes to channel preferences when global news strikes, Gen Z are more likely to open X (Twitter), trusted news site (both 42%), TikTok/Youtube (40%) then group chats for reaction (36%) then check the TV (20%). Millennials would opt for a trusted news site (36%), as would Gen X (56%) and while Millennials would also check group chats (34%) and TikTok/YouTube for creator commentary (32%), they’d also check the TV (30%) as would Gen X (32%).
Platform preferences vary when it comes to which ones are opened daily. Gen Z are more likely to open TikTok (78% compared with 58% of Millennails and 20% of Gen X), and Snap chat (50% compared with 30% of Millennials and 4% of Gen X). Instagram remains popular across age groups with Millennials favouring it (80% compared with 68% of Gen Z and 62% of Gen X). And Chat GPT is the one all groups believe will grow over the next five years, with 24% of Gen Z already on it daily (compared with 12% of Millennials and 2% of Gen X).
While 50% of Gen Z say they have a balanced mix of in-person and online social lives, they are more likely to have mostly online, with rare in-person meetups social lives (34% compared with 30% of Millennials and 22% of Gen X). Interestingly, it’s this type of social life Gen Z see as rising over the next 5 years (up to 40%).
Culture
When it comes to discovering new culture, while friends’ recommendations it the top across age groups, for Gen Z they are more aware of platform algorithms being involved (40% compared with 20% of Millennials and 12% of Gen X) and are more likely to discover things by following artists, creators and influencers (42% compared with 38% of Millennials and 28% of Gen X), something all age groups believe will increase by 2027.
There are also a few differences around the function of culture and artistic expression in their social lives: the majority of Gen Z surveyed said entertainment and joy (60% compared with 40% of Millennials and Gen X) and were also more likely to say that it creates community and friendships, emotional expression and healing, and political or social activism, compared to other age groups.
When asked about Saturday night plans Gen Z are most likely to be going to a pub or bar (38%) or playing video games and streaming (36%), with restaurant, entertainment venue and dinner at someone’s house coming in at third (32%) and 10% are having date nights. Staying in alone or with family increases with age (Millennials 34% and Gen X 60%, with date nights decreasing, Millennials and Gen X both 2%).
The content being consumed online varies considerably, with Gen Z having gaming and streaming top (50% compared with Millennials at 28% and Gen X 14%), followed by sports, replays and analysis (42% compared with Millennials 40% and Gen X 30%).
Change
Gen Z feel that the media and bias is at the root cause of what they worry the most about (46% compared with Millennials 34% and Gen X 30%), followed by dysfunctional political systems (34%, with Millennials 30% and Gen X 26%)) and immigration and its impact (32% with Millennials 22% and Gen X 24%).
Both Gen Z and Millennials find that talking about work, money and financial struggles is the most challenging to talk about with people they don’t know well (both 40%) compared with Gen X (26%).
In terms of what they put their hope in to solve our most significant challenges, Gen Z have technology, science and innovation driving solutions (52% compared with Millennials 24% and Gen X 34%). Interestingly Gen X have their hopes on younger generations demanding and leading change (38% compared with Gen Z 34% and Millennials 24%).
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