How are Gen Z changing the way we socialise?
New research by Hinge, in partnership with FOOD and ON ROAD, has found that most young people prioritise one-on-one connection over everything else, suggesting that close friendships are an important part of combatting Gen Z loneliness. Anyone who’s spent time in the advertising industry knows that marketers are forever yearning...
Current in The Gen Zer
Analysing the Gen Z European travel boom
New research indicates that Europe’s travel boom is being spurred on by Gen Z spending, with young people most likely to splash their cash and take regular trips abroad. Is tourism immune to the cost of living crisis? New studies show that Europe is experiencing a travel boom, and Gen...
What’s causing the rise in Gen Z ‘job hugging?’
Recent studies suggest that Gen Z are now more likely to stick out a job and prioritise security, rather than job hop in the pursuit of fresh experiences and new skills. What’s causing this shift? Every month, researchers coin a new term to describe career trends among young people. Whether it’s...
Gen Z are getting stingy with their data
Gen Zers are making incremental life changes to ensure less private online data is handed out willy-nilly. It seems we take a ‘soft’ approach to rejecting everything now, and this is no different. It’s far from a generation-wide movement, but there are several big indicators that young people are getting...
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...
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...
Why are Gen Z craving a return to the office?
A new survey suggests that 45% of young people are considering looking for jobs with ‘more social interaction.’ As the novelty of virtual meetings and home offices subsides, are Gen Z missing out on a crucial part of their personal and professional development? New research this week has suggested that nearly half of all young people are yearning for jobs that provide more social interaction, office time, and in-person events. According...
Do Gen Z really prefer thrifting over ‘fast furniture?’
A new study claims that Gen Z are ditching mass-produced furniture for thrifted, second-hand décor, but in the age of booming fast-fashion platforms like Shein and Temu, is this really the case? In need of some home décor? Gen Z are ditching cheap flatpack furniture for more intentional, sustainable items, at least according to a new trend report by Pinterest. The study claims that searches for ‘dream thrift finds’ have...
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 new trend where Gen Z singles simply stop. Stop swiping, stop replying, and stop pretending to be interested in someone’s...
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...
