What makes Gen Z tick?

Gen Z account for ≈0% of the UK population

They are boldly forging their path into adulthood, embracing digital tools as they define their identities. Brands and advertisers now have a unique opportunity to engage with them on their journey of self-discovery.

Why privacy matters to Gen Z

Nano’s own consumer research, Tipping Point, revealed that 70% of the UK population was hiding their data from profiling and targeted advertising, with Gen Z being even more active in masking their online behavior.

Which of the following methods do you use to protect your private/personal information online?

• Incognito Mode
• Private Search Engine (e.g. DuckDuckgo)

Money

The financial feels

57% of Gen Z say the cost-of-living crisis has had an impact on their finances, with concerns on rising living expenses including travel and groceries.

How are you managing the cost of living?

• 20%: I rely on Buy Now, Pay Later schemes such as Klarna
• 33%: I am borrowing money from family/friends
• 47%: I have made significant lifestyle changes
• 16%: I am pursuing a promotion or better paid role

Home ownership is a high priority but far from attainable

Despite the recession causing Gen Z to be more thoughtful with their money, 31% still hope to own a home. Comparatively, 40% of those aged 25 and above feel owning a home in the next 2-3 years is achievable.

Family

Gen Z want to start a family on their own terms

42% of Gen Z are foregoing the idea of starting a family due to current financial constraints and lifestyle choices. Of those who do not wish to have children, many have changed their minds as they grow older.

50% of Gen Z value well-being over their careers

66% of Gen Z say they prioritize their personal life over their professional careers, showcasing how their experiences shape their perspectives on life and work.

Gen Z are hustling their way out of the 9-5

Many are taking control of their time, finances, and self-perception, using various online platforms to create alternate sources of income. GWI data shows that only 22% of consumers aged 16-24 are not actively buying/reselling goods online.

Relationships

Gen Z are bringing self-awareness to the table

51% of UK Gen Z are in relationships, while 49% are single. They exhibit a pragmatic approach to dating, with 53% of single Gen Z actively seeking a partner despite pandemic-related fears.

57% of Gen Z would consider an open relationship

This generation showcases a remarkable willingness to explore non-monogamous relationships, challenging traditional norms.

Video content is king, with 40% of Gen Z tuning in multiple times a day

Video content consumption is high, making it crucial for brands to utilize effective advertising strategies to reach this audience. Gen Z is more likely to turn to social media for brand information, driven by the authenticity of user-generated content.