Gen Z is all about the National Trust in 2025
Why is Gen Z’s love of the National Trust everywhere in the media? It actually makes a lot of sense. As Gen Z largely veers away from nights on the lash, why are flapjacks in a tupperware box fast becoming the alternative to jagerbombs? The cohort is spending weekends, and I...
Current in Insights
Why are Gen Z suddenly so invested in stocks?
Gen Z are trying to tame the volatile world of stocks to gain some agency over their own finances. Weirdly, it makes a lot of sense. Remember when ‘buying stocks’ was something your mate’s dad did after three pints and a shit week at the bookies? Well Gen Z has...
Is Gen Z the rejection generation?
From job applications to dating apps, rejection has become a defining experience of modern young adulthood – but is it shaping resilience, or just burning us out? Whether it’s delivered by a cold recruiter email, a reluctant date in a dimly lit bar, or the ‘seen’ label beneath an unanswered text...
Are young people really reading more?
Popular bookshop chain Waterstones claims young people are turning to books more than ever. Is this a sign of gen Z’s growing disillusionment with the digital world? According to CEO James Daunt, Waterstone’s – the popular British bookstore chain – has seen sales up 5% in the past year. As a result,...
New Gen Z terms including ‘skibidi’ added to Cambridge Dictionary
More than 6,000 new words have been added to the Cambridge Dictionary this year, including colloquial terms often used by Gen Zers on social media. New slang terms adopted by Gen Z on social media have officially been added to the Cambridge Dictionary, including phrases such as ‘skibidi,’ ‘tradwife’...
Gen Z are taking ‘situationship sabbaticals’
Nobody wants to be single forever, but Gen Z are weighing up the pros & cons and many have decided to take a ‘situationship sabbatical’. If you’ve recently realised that modern dating is essentially unpaid emotional labour with expensive cocktails, you may already be on a situationship sabbatical. It’s the hot...
Are Gen Z ageing faster than their parents?
Gen Z are known for tempering harmful habits like drinking or smoking, but are they destined to age poorly anyway? If you’re chronically online, you’ll have seen self-deprecating videos from Gen Zers talking about how they’re ageing worse than millennials, but is there any genuine credibility behind the jokes about receding hairlines? There might just be. Experts are increasingly warning of a ‘generational health drift,’ in which future cohorts may have...
Is our obsession with the gym making us boring?
Wellness culture has turned exercise into a personality, as young people trade in joy, spontaneity, and a social life for punishing self-optimisation. We’re living through a fitness fever dream. Scroll any social feed and you’ll see it: a never-ending carousel of cold plunges and step counts. For many young people, the gym has become a temple where workouts are both religious rituals and social performances. We might be physically fitter...
Gen Z are serious about 6pm dinner
Gen Z has always been less chaotic than social media would have you believe, and the cohort’s penchant for 6pm dinner proves it. In a lot of ways, Gen Zers are unapologetically square. They’re having less sex than millennials, they’re gymming or running more often, and they’re moderating drink and drugs more consciously. They’re also sat at the dining table ready to munch and glug as early as 6pm. For a generation perpetually...
Survey suggests up to 25% of Gen Z students regret college
New research by ResumeGenius indicates that up to 1 in 4 students regret going to college or wish they had prioritised more stable and lucrative fields of work. The clock might be ticking for universities, at least according to a new survey conducted by ResumeGenius. 1,000 full-time Gen Z workers across the US were asked about their opinions on college degrees and whether they would do things differently if...
