3 behaviours that make Gen Z different

Think you know your Gen Z audience? Think again. Yes, they are digital natives, and yes, they have strong values, but the needs, behaviours and priorities of this young cohort are also more complex than that.

Get the lowdown below

1. Gen Z are unhappy with their mental wellbeing

Only 33% of Gen Z are happy with their mental wellbeing, compared with 52% of Boomers.

Example of a brand supporting Gen Z wellbeing

Chill Pill app

This app offers a safe space for young adults to discuss mental health concerns. It’s a community-led social platform styled with psychedelic colours and smiley faces to appeal to the younger generation. Users are invited to chat to each other about their personal experience in a safe and welcoming space.

2. Gen Z value in-person interactions at work

68% agree with the statement “Now that more of us can work remotely, I miss time spent with colleagues in person”. That’s 20 percentage points higher than the global average (48%).

Example of a brand keeping Gen Z connected

The Breakfast

This social app brings strangers together to talk over a meal. Anchored in genuine in-person interaction, the app hopes to help consumers have quality connections with others. Its website reads: “We believe in showing up, not swiping.”

3. They view gaming as a self-care activity

1 in 2 Gen Z regularly game to maintain their general wellbeing. Only 38% of Millennials do the same.

Example of a brand boosting Gen Z wellness through gaming

Apart of Me

This mobile game was designed by grief experts, and it helps players navigate their emotions after a loss. Based on psychological research, the game aims to guide players through their darkest moments, with opportunities to explore their feelings and connect with others who have had similar experiences.

All our insight is grounded in data from our latest research waves covering 46,000 consumers across 27 countries.

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