VCCP Media and The Guardian look to debunk the myths about Gen Z in new research

VCCP Media are delighted to release this piece of research in conjunction with The Guardian called “Debunking Gen Z”.

It was commissioned to better understand how young people think and feel about the world they find themselves in and how they differ to their millennial predecessors.

Aged 16-24, it is important to understand this group as they make critical decisions about their education, their political beliefs and the future they want to build.

Covering a wide range of topics including generational differences, further education, activism, politics, social media and identity there are some surprising results in the mix.

Some that we have pulled out are below:

  • 30% of young people think they’ll be worse off than their parent’s generation
  • 32% have boycotted a brand
  • 46% of young people think healthcare is a more important topic than tuition fees (22%)
  • 68% were influenced in how to vote in the General Election by online news
  • Over half, (57%) regularly put money into savings and think it’s important to start saving for a pension as soon as possible (55%)

Catherine Becker, CEO VCCP Media commented: “At VCCP Media we are always challenging the conventional assumptions including how young people think and buy. Understanding Gen Z as the new generation of consumers is vital and we’re delighted to be commissioning this to shed new light and deliver valuable and unique insights for our clients.”

To see the full results, download the booklet here.

Source: VCCP Media

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