Mental well-being is becoming a hallmark of Gen Z. But why is the post-Millennial so stressed? And did the pandemic add to their mental struggles?
Dive into our ‘Gen Z x mental well-being’ infographic to discover why this generation is stressed-out and what this means for brands. The data in this infographic is based on proprietary quantitative research amongst 1,075 consumers (458 Gen Z, 212 Gen Y, 194 Gen X and 211 baby boomers) in Australia.
In Australia, 46% of Gen Z feel stressed, with their mental health (56%), studies/ job (49%), and financial worries (47%) being core stressors. Another 37% say comparing themselves to others generates stress, and 27% feel stressed due to the pandemic. This results in a ‘confidence crisis’, with 53% of Australian Gen Z indicating they often lack self-assurance.
The pandemic caused a lot of turbulence in this generation’s journey towards adulthood; it not only had a financial impact (53%), but it also disrupted their education or job prospects (19%). Yet, this generation also shows resilience in dealing with the global health crisis. 50% say the pandemic was a moment to re-evaluate life, and 48% see it as an opportunity to create a new and better normal. More than any other generation, they perceive it as a fresh start and use this time to focus on personal growth (33%) and learning new skills (33%).
So, what does this mean for brands? Gen Z expects brands to take on the role of a life coach, supporting them in prioritizing their mental health and encouraging discussions around the topic.
Want to explore how your brand can connect with this woke consumer? Discover what our Gen Z research toolbox and expert power can do for your brand!
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