While everyone experiences a certain degree of stress, Gen Z is coming top in the charts for the most stressed-out generation. 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 the US, 55% of Gen Z feels stressed, the main stress factors being mental health (60%), their studies/ job (45%) and financial worries (44%). On top of that, 67% feels a pressure on looks, and 45% say they are stressed by comparing themselves to others. This results in a ‘confidence crisis’, with 49% of US Gen Z indicating they often lack self-assurance.
The pandemic caused a lot of turbulence in this generation’s journey towards adulthood, with 32% indicating the pandemic is a stressor; it not only had a financial impact (55%) but it also disrupted their education or job prospects (18%). Yet, this generation also shows resilience in dealing with the global health crisis. 53% says the pandemic was a moment to re-evaluate life, and 43% sees 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 (37%), start new hobbies (38%) and learn new skills (34%).
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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