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LIFESTYLES OF GENERATION Z - UK - AUGUST 2018

Published By :

Mintel

Published Date : Aug 2018

Category :

Lifestyle

No. of Pages : N/A

As Generation Zs friendships have increasingly shifted online it has made it harder for them to switch off from technology, resulting in a culture of hyper-connectivity that is arguably having a very real impact on their mental health. From a commercial perspective this underlines opportunities for more brands to engage with the young about their mental wellbeing, and to help them establish a healthier balance between digital and real-world experiences.
Table of contents
OVERVIEW
What you need to know
Mintel generation definitions
EXECUTIVE SUMMARY
The market
Age structure of the UK
Figure 1: Age structure of the UK population (projected), 2018
Teen health proves cause for concern
An emphasis on media sharing
The consumer
Animal welfare tops the youngs environmental concerns
Figure 2: Leading environmental concerns for Generation Z, June 2018
Finance-savvy Gen Z look to boost savings
Figure 3: How Generation Z would spend 1,000, June 2018
#Friendspiration
Figure 4: Sources of style inspiration, June 2018
Taking a break from technology
Figure 5: Generation Zs Attitudes towards Online Activities, June 2018
An emphasis on mental health
Figure 6: Generation Zs general lifestyle attitudes, June 2018
What we think
ISSUES AND INSIGHTS
Leveraging digital friendships
The facts
The implications
Addressing the teen mental health crisis
The facts
The implications
THE MARKET WHAT YOU NEED TO KNOW
Gen Z accounts for 15% of the population
Child and teen obesity levels plateau
Growing awareness of teen mental health problems
A less binary view of gender
An emphasis on media sharing
MARKET DRIVERS
Age structure of the UK
Figure 7: Age structure of the UK population (projected), 2018
Child and teen obesity levels
Figure 8: Overweight and obesity prevalence in the England by selected age breaks, 2006-16
Most children missing activity targets
Figure 9: Daily minutes of moderate to vigorous exercise, by gender, 2017
Growing awareness of teen mental health problems
Figure 10: Instagram #HereForYou campaign, May 2017
A less binary view of gender
An emphasis on media sharing
Figure 11: Generation Zs social media use, June 2018
THE CONSUMER WHAT YOU NEED TO KNOW
Animal welfare emerges as top Gen Z environmental concern
The need for educational recycling initiatives
Finance-savvy Gen Z look to boost savings
Spending preferences match gender stereotypes
except when it comes to designer fashion
Aspirational fashion buyers
#Friendspiration
Girls look to social media figures for inspiration
Concerns about sharing personal information online
Making friends online
Standing out from the crowd
An emphasis on mental health
ENVIRONMENTAL CONCERNS
Animal welfare tops the youngs environmental concerns
Figure 12: Leading environmental concerns for Generation Z, June 2018
Could Gen Z boost animal-friendly policies?
The need for educational recycling initiatives
Figure 13: Leading environmental concerns for Generation Z, by age, June 2018
Figure 14: Coca-Cola Sustainable Packaging Initiative, July 2017
Boys prove less engaged with the environment
Figure 15: Leading environmental concerns for Generation Z, by gender, June 2018
SPENDING ASPIRATIONS
Finance-savvy Gen Z look to boost savings
Figure 16: How Generation Z would spend 1,000, by age, June 2018
Figure 17: Halifax HalifaxTeenMoney, July 2017
Gen Zers sign up to the experience economy
Figure 18: How Generation Z would spend 1,000, June 2018
Spending preferences match gender stereotypes
Figure 19: How Generation Z would spend 1,000, by gender, June 2018
Figure 20: Lewys Ball in Rimmel London Edge your Look Campaign, April 2017
except when it comes to designer fashion
Figure 21: Purchase of designer/non-designer clothes and accessories if Generation Z had 1,000 to spend, by gender and age, June 2018
Aspirational fashion buyers
Figure 22: Burberry show, February 2018
SOURCES OF STYLE INSPIRATION
#Friendspiration
Figure 23: Sources of style inspiration, June 2018
Girls look to social media figures for inspiration
Figure 24: Sources of style inspiration Bloggers/vloggers, by gender, June 2018
A case for male bloggers
ATTITUDES TOWARDS ONLINE ACTIVITIES
Concerns about sharing personal information online
Figure 25: Generation Zs attitudes towards online activities, June 2018
Figure 26: C4 Viewers Promise Campaign, 2016
Taking a break from technology
Figure 27: Proportion of Generation Z who say that they find it hard to take a break from being online, by age and gender, June 2018
Making friends online
Figure 28: Proportion of Generation Z who say that they find it easier to make new friends online than in person, by age and gender, June 2018
Facilitating offline friendships
GENERAL LIFESTYLE ATTITUDES
Standing out from the crowd
Figure 29: Generation Zs attitudes towards fashion and personal style, June 2018
An emphasis on mental health
Figure 30: Generation Zs attitudes towards healthy eating and exercise, June 2018
Figure 31: Screengrab of Gen Zers in Lloyds Banks Get the Inside Out campaign, February 2018
Spending time with family
Figure 32: Generation Zs attitudes towards leisure and family time, June 2018
Figure 33: Nokia Be the Gift campaign, December 2017
APPENDIX DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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