Generation Z

Music and empathy attract the strongest engagement from Gen Z while humour and personal identity messaging have limited impact.

More young people in the UK are choosing to celebrate birthdays alone, reflecting a shift toward more personal traditions.

Gen Z are drinking less to protect their mental health, finances, and digital image, prompting others to question their own habits.

Millennials and Gen Z are driving a sharp rise in NHS mental health service use as younger generations seek more support.

Gen Z workers face burnout and uncertainty but thrive with mentorship, flexibility, clear goals, and workplaces that value their input.

Gen Z embraces hoodies not just for comfort but as bold statements of identity and streetwear style.

Gen Z prioritises sustainable and inclusive brands, showing a higher willingness to pay premiums compared to older generations.

Young shoppers are urged to stay vigilant during Black Friday as online scams disproportionately target Gen Z and millennials, costing millions annually.

New research reveals how Generation Z perceive online “personal brands” as a crucial tool to gain more advantage in job markets.

This choice to hide a negative emotion is a display rule: one of many which define socially appropriate responses to emotions.

A majority of gay and bisexual Generation Z teenage boys report being out to their parents, part of an uptick in coming out among young people.