How research says Gen Z is redefining friendship online
Online friendships have long been viewed as less ‘real’ than those formed through face-to-face interaction. However, research indicates that for Gen Z, whose social lives are increasingly shaped by digital spaces, that assumption is outdated. In a world of 8.3 billion people, how realistic is it to assume that the...
Current in Insights
Ignore the news, Gen Z alcohol moderation isn’t a ‘myth’
Recent global figures on alcohol consumption showed that Boomers have the lowest drinking participation rate of any generation. Some outlets are saying this is proof that Gen Z aren’t big on moderation after all. Here’s why they’re wrong.
This is why statistics without context aren’t worth acknowledging.
Market research firm
Vevo study says Gen Z nostalgia fuelling music trends
New research by Vevo suggests that Gen Z are ‘borrowing’ nostalgia from decades they never lived in, a noticeable change compared to older generations. This is shaping brand marketing strategies as companies seek to attract new audiences while retaining existing ones. Nostalgia seems to be all the rage right now,...
Is loneliness the latest Gen Z status symbol?
A pivot on singledom, the rise of ‘lonely influencers’, and a crackdown on self-optimisation have more and more of us romanticising the lonely life. I’ve grown up feeling that loneliness is something to hide, or at least feel negative about. My earliest visualisation of adult loneliness was probably Bridget Jones singing...
Record number of Gen Zers living at their family home in America
A fifth of Gen Zers are currently living with their parents or grandparents in the US, a record high according to analysis from John Burns Research and Consulting. Gen Z are turning ‘Gen Freeload,’ for the meantime. We’re all bored about hearing how oppressive the job market is: how entry-level jobs...
Opinion – ‘Taste’ is Gen Z’s new buzzword
Acquiring it, demonstrating it, refining it – why is everyone so obsessed with taste these days? When I started working in marketing, fresh out of uni and riddled with too much anxiety to question any of the corporate jargon clogging up my inbox, I soon learnt that society is built...
Is Gen Z earning more than millennials at the same age?
At 24, Gen Z workers born in the late 1990s are apparently being paid more than any cohort since those born in the 1950s. The bigger picture isn’t quite so rosy, however. Gen Z’s early careers are more financially rewarding than those of millennials, according to research from the Resolution Foundation, a British thinktank. It says that those born between 1997 and 2012 are experiencing a ‘mini rebound’ in pay packets,...
Gen Z’s fear of being cringe is holding them back
Young people are sacrificing professional and personal opportunities for fear of being perceived. It reflects a culture that celebrates emotional repression and thrives on isolation. Embarrassment is a part of teen angst. In the halcyon days of youth, we all felt that bottomless pit of despair at the slightest inconvenience. Making a fool of yourself at a party or being turned down by a crush is crucial to the harsh...
A Gen Z love letter to the tiny ‘tini
A diminishing appetite for booze has ushered in a new, downsized, era for the cocktail. It’s been reported for some time now that young people are drinking less. Our parent’s generation were privy to the 80s cocktail goldrush, whetted with Piña Coladas and Blue Lagoons. And millennials have held up national drinking standards having come of age in the alcopop era. But for many people my age (I sit on the...
How to get involved in politics without being a nepo baby
Politics in Britain has always had an elitist image attached to it. From the stereotypes of privately educated Oxbridge MPs to rows of suited politicians shouting across the House of Lords with titles that were once their dad’s. Westminster has long appeared distant from ordinary people, and in 2026, that perception feels stronger than ever. As trust in politics falls, polarisation increases and the cost-of-living crisis continues to hit young...
