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...
Current in Insights
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...
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...
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...
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...
Gen Z prefer influencer content over traditional TV and film
A new study shows that young people are favouring social media content over traditional programming, which could be problematic for streaming services in the future. Gen Z choose to watch influencers and creator-driven content via social media apps like Instagram and TikTok, rather than opting for traditional TV on platforms such as Netflix, a new report suggests. According to a survey conducted by research company Deloitte, 56% of Gen...
Why Gen Z are ‘social searching’ instead of Googling
Reports show that young people are using search engines differently to their parents, opting to trust TikTok and Instagram recommendations directly sent from friends over Google. SEO experts should take note. If you’re a millennial or older Gen Zer, you’ve probably spent most of your time on the internet ‘Googling’ anything you may want to know. It’s been the standard practice for well over two decades at this point. However,...
Is Gen Z finally romanticising millennial culture?
As the cyclical conveyer belt of internet trends could have predicted, Gen Z are now obsessed with the generation they fought so hard to shun. But as romanticised images of the early 2010s crop up on social media, is there any truth to these rose-tinted glasses? Gen Z has gleefully mocked millennial culture for the past decade, transforming social media into a slightly terrifying space for anyone over the age...
