We spoke to Gen Z… here’s what they really think of AI
We came together with Next-Gen Media (NGM) to explore how young people are using AI and what they really think about its growing influence. Most of us are using AI in our working lives in some way, whether it be to plan workflows, manage projects, schedule meetings, or even...
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Is Gen Z becoming ‘Denized’?
Thousands of job applications, endless rejection emails and graduate roles demanding years of experience. As TikTok turns unemployment into a running joke, is the viral phenomenon of being ‘Denized’ revealing something more serious about Britain's youth unemployment crisis? There was once a fairly straightforward formula for success: go to school,...
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...
Why is Gen Z flocking to historic places and heritage sites?
The National Trust has reported that young people are signing up for new memberships at an exponential rate, with over 50,000 joining last year, a growth of 26% over 2024. What’s causing this growth? More Gen Zers are taking an interest in The National Trust, new data shows. The UK conservation...
Deep Dive: Has Gen Z lost energy for social change?
When it comes to social change in 2026, Gen Z has lost all the vim of yesteryear. When and where was this energy lost? Let’s break it down. In the late 2010s Gen Z was synonymous with social change, a broad catch-all term encapsulating the desire for a more equitable...
What is ‘soft socialising’ and why is everyone doing it?
Gen Z are choosing gentler forms of fun thanks to stressful work schedules and marketing fatigue. Have you recently vowed to delete the dating apps (again)? Join the club. Modern life has made socialising – romantic or otherwise – a largely digital task, and in so doing has made one of our...
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research indicates that for Gen Z, whose social lives are increasingly shaped by digital spaces, that assumption is outdated.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 right people for us are all within a 10km radius? More than 2,000 years ago, Aristotle defined friendship as a reciprocal...
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 IWSR released its latest figures on alcohol consumption this week. Its twice-yearly survey includes data from thousands of adults...
Gen Z say they ‘perform’ even during self-pleasure
A new survey titled the ‘Pleasure Census’ has found that roughly 50% of Gen Z ‘perform’ even during self-pleasure, suggesting that poor body image might be affecting young people in the bedroom.
Ever feel like you need to ‘perform’ in the bedroom and tell your partner that you’re definitely, absolutely, unabashedly having a good time? You’re not alone.
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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, at least across the music industry. Thanks to the easy accessibility of streaming, Gen Z is continuously discovering older songs and...
