Gen Z is hitting the gym to regain some semblance of control
Whether it’s running clubs, gym memberships, or simply going outside for a walk, Gen Z are flocking to regular exercise regimes and healthy dieting. This pivot away from excess and booze could be a yearning for control and personal achievement in a world reluctant to provide opportunities for either. Do...
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How do Gen Z really feel about the unstoppable rise of AI?
AI is now everywhere, with ChatGPT boasting over 800 million weekly active users. It is disrupting our creative processes, speeding up productivity and causing controversy the world over. Given that young people are set to inherit this changing work environment, how do they feel about it all? No matter...
Why Gen Z is ditching the 9-5 for micro-retirement
For some of Gen Z, the new career ladder means stepping off entirely. For most people, the idea of “retirement” is something that arrives after decades of work – a reward for staying the course, paying your dues, and submitting to the grind. But for Gen Z, a generation raised in...
Gen Z is done with legacy media
Research shows that Gen Z is avoiding traditional news due to an innate scepticism for the institutions delivering it. They also see the constant stream of negative content as being at loggerheads with a need to maintain good mental health. Legacy media is panicking, and rightly so. Blissful ignorance or...
New research suggests Gen Z most at risk of misinformation
A new global study by researchers at the University of Cambridge and UBC has found that ‘Gen Z, women, conservatives, and less-educated individuals’ are more likely to believe misinformation. This goes against many common ideas of younger people being more digitally native than their parents. New research indicates that Gen...
How deep is the Gen Z manosphere rabbit hole?
The hit Netflix series ‘Adolescence’ highlights the dangers that can arise when social media use goes unchecked. It has sparked conversation and inspired politicians to start a dialogue, but does the show explore the realities of this uniquely Gen Z phenomena in enough detail? We’re sure that you’ve seen...
Gen Z are officially the UK’s gym generation
One in six Gen Zers now subscribe to a gym membership in the UK. A desire for physical fitness isn’t the only reason why. Guinness or gains? More young people are choosing the latter than you’d expect. A record 11.5 million people aged 16 and over are now subscribed to a gym in the UK, according to UKActive’s latest report. The key demographic behind the boom, is Gen Z. This cohort...
Up to 80% of Gen Z believe in conspiracy theories
A new study suggests that most of Gen Z believe in conspiracy theories, with almost half actively spreading and sharing them on social media. Who doesn’t love a fun conspiracy theory? For as long as the internet has been a thing, conspiracy theories and alternative explanations to major world events have been rampant. Whether it’s the classic 9/11 takes, communities convinced the world is flat, or more recent sentiments that vaccines...
How Gen Z’s eating habits are redefining luxury
The unlikely gastronomic trends of today’s youth are transforming the food industry – one briney, garlicky, pantry item at a time. If each decade was defined by a food item, the past few years would follow a chronology something like this: avocado on toast in the early 2000s, kale chips and acai bowls in the 2010s, and now an unlikely contender – tinned fish. Yes, those humble cans of sardines, mackerel and tuna,...
Gen Z are changing the way we think about charity
New studies show that those under the age of 28 are almost twice as charitable as Gen X and Baby Boomers, despite having significantly less disposable income. With traditional outlets like Comic Relief seeing a nosedive in viewership, Gen Z are seemingly transforming the way they give back. Plus, radio surges in popularity and tea could be falling out of favour with UK teens. What do most of us...
