While everyone experiences a certain degree of stress, coming top in the charts for the most stressed-out generation is Gen Z. As a consequence, 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?
Infographic summary
In Europe, 50% of Gen Z feels stressed, with their studies/ job (52%), mental health (43%), and financial worries (32%) being core stressors. Another 32% experiences financial worries and 27% say they are stressed due to the pandemic. This results in a ‘confidence crisis’ with 49% of European 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 (51%) but it also disrupted their education or job prospects (14%). Yet, this generation also shows resilience in dealing with the global health crisis. 51% say the pandemic was a moment to re-evaluate life and 46% 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 used this time to focus on personal growth (26%), start new hobbies (27%) and learn new skills (23%).
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!
Gen Z are the digitally native generation: social-media-literate, always-on and hyper-informed. With many Gen Zers coming of age during the pandemic, the past two years put a mark on their lives and outlook on the future. In this report, we shed a light on what makes Gen Z different from the generations before them and what they expect from brands.
Request your download
Written by Joeri Van den Bergh / Katia Pallini / Sarah Van Oerle
77% of Gen Z has engaged in metaverse activities. Find out more about what Gen Z does and how they balance the online and offline worlds!
Written by Joeri Van den Bergh / Katia Pallini / Sarah Van Oerle
51% of Gen Z in South Africa is uncertain about the future. Discover what global issues are worrying them, and how they will tackle injustice!
Written by Joeri Van den Bergh / Katia Pallini / Sarah Van Oerle
Gen Z, the activist generation. Discover here how this affects what Gen Z in South Africa expects from brands.