Gen Z Trends – Channel 4
As we have multiple education clients it’s always interesting for us to keep abridge of Gen Z trends and what makes them “tick”….so it was interesting for us to see the results of Channel 4’s study into the beliefs and media consumption habits of this generation.
1,500 people aged 13-24 and over 25’s were surveyed for Channel 4 to help shape the way advertisers and marketers speak to the 8 million teens and young adults in this generation.
The principal findings of this study indicated that…
- Majority of youths believe social media is a net positive in their lives.
- Gen Z is more tolerant on social issues such as transgender rights. Only 48% of Gen Z believe there are just 2 genders compared to 68% of over 25’s.
- 25% say they have “very little tolerance for people with beliefs that they disagree with” and almost half said that “some people deserve to be cancelled
- Three out of five 13-24s see their parents as role models
- 35% identified social media as a source of stress – but are more concerned about the cost of living, lack of affordable housing, uncertainty about the future, the pressure to be successful and feelings around appearance.
- 60% of gen Z were positive about their own future.
- 44% said they’ve learned to accept their body image as a result of social media content, and 44% have said it made things worse –
- Gen Z doesn’t see social media as a major driver of poor mental health: 57% agree the positives outweigh the negatives. 61% feel empowered to influence their future.
- 44% admitted awareness of social media images being regularly manipulated to mislead viewers. Four in 10 felt pressures to engage in unhealthy activities such as eating disorders, over-exercising or taking diet pills or steroids.
- A fifth felt empowered on social, saying they pause when they need to. One in nine have left platforms permanently.