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TNM - Get to Know: Gen Z
The mental welfare issue
Hello everyone and welcome to our newsletter on all things Gen Z - - Edition 40!
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We have both loved bringing you the very latest trends and analysis of the generation that is - and will - change everything. Thank you for subscribing and joining our conversations on a veritable cornucopia of issues, from generative AI to digital activism, workplace changes to side-hustle culture.
A lot of what we will talk about today concerns our mental welfare. Our research into the beliefs and motivations of 18-25s reveals a common thread: anxiety is rife and ways to increase emotional well-being are vital (see below for the #trauma trend).
At TNM, we are focused on helping our audiences navigate the world through news and useful information. We know that the next generation of consumers often receive their news via TikTok and that is, frankly, part of the problem. News is too often binary and shouty, with little room for debate and nuance.
With young people consuming more and more social content, the effects are clear. A constant diet of âscary newsâ is not helpful. Clearly, our sector needs to do more, but brands, charities and non-profits can also offer solutions. It is up to all of us to develop different conversations that show the good as well as the challenging and that there are many different sides to the global debates we are all having.
Always on. . .
New research from Pew shows that almost half of teenagers use the internet âalmost constantlyâ, and the most common place for them to spend their time is YouTube, which 71% use once a day. The numbers on the other platforms are as follows: TikTok (63%), Snapchat (60%), Instagram (59%), with Facebook (33%) and Twitter (20%) both falling.
. . .when not underground
According to Dazed Studio, subcultures arenât dead, but have evolved and are undergoing a renaissance. The agency recently spoke to over 3,000 16-24-year-olds, seven experts and a youth focus group for its new insight report, which explores how subcultures have changed and their part in youth culture today. Itâs well worth a read, and explores how the internet, hyper-individualism and our consumerist society have changed behaviours.
Step outside
The TikTok hashtag #trauma has more than 6 billion views. But when does speaking up about mental health become counterproductive? In this piece for The Atlantic, Derek Thompson argues that the rise in content on topics like anxiety might actually be contributing to our worsening mental health. Darby Saxby, a clinical psychologist at the University of Southern California, says: âThe best thing one can do when theyâre depressed is to reject the instinct to stay in bed basking in the glow of a phone, and to instead step outside, engage with a friend, or do something else that provides more opportunities for validation and reward.â
Anxiety check
58% of Gen Zers report feeling anxious âfrequently or all the timeâ, which is higher than other generations. Given that the number of Gen Zs in work will overtake Boomers next year, itâs something we canât ignore. Experts say that âif a significant majority of the cohort remains too stressed to effectively participate in the workforceâ there will be huge consequences, ânot only in economic terms but also from a social and broader societal perspectiveâ.
Talking Point
Maybe itâs a bad habit, but I do enjoy a cheeky scroll of TikTok before hitting the hay⌠Thereâs one âcreatorâ that I always check up on: Mary Earps. Better known as one of the best goalkeepers the England Lionesses have ever had.
Both on the pitch and on TikTok, Mary comes across as confident, warm and level-headed. But one of Maryâs recent videos was very different. Sheâd used a filter to make it look like she was wearing a mask - of her own face, smiling. But when she turned to the side, you could see her emotion under the mask, a look of despondence and sadness.
The caption on Maryâs video read, âyou deal with the online negativity so wellâ. It might sound corny, but itâs just another reminder that sports stars and celebs are also just people with feelings. From the comments we see on so many celeb TikTok videos, it's amazing how many people forget - or choose to ignore - this.
- Emma Middleton, Journalist, TNM London
And finallyâŚ
80%
âŚof single people aged 18-49 think that having a shared interest is "nice to have" rather than essential in a partner. This contrasts with the 71% of single Britons over 50 who believe having shared interests is the most important thing when dating. Common interests seem to get more important with age âŚ
Have a lovely weekend everyone, and see you next week for our holiday special which will be (*checks notes*) very funny.
How can we help?
In my many travels and conversations, Iâm increasingly talking to CEOs, executives and civil society leaders wanting to better understand the next generation of consumers and the next generation of employees. Gen Z is putting pressure on us all to transform in fascinating ways, and many of us are asking questions about how to cater for younger workers and future proof our organisations.
If this sounds like you, weâd be keen to have a chat and see if TNM can help. From our own content production to work we have done, for example, with The Oliver Wyman Forum, we have a raft of insights and data which can support you. We work closely with a number of global organisations â helping with high-impact story-telling, digital media, internal communications, through to employee benefits, HR and working structures.
Email me direct and all of us at TNM look forward to speaking further.
Kamal Ahmed
Editor-in-Chief and Co-founder
The News Movement
Our Top 5 News List
The top stories young people cared about this week, from our audience team and newsroom debates.
1. The argument that Gen Z have short attention spans is not true if you deliver content in the right way, like this on the Nova Festival atrocity
2. What is Tranq tourism? Find out here
3. We love DragCon vibes
4. The âbystander effectâ and why it matters for women's safety
5. Zara is facing a boycott, which is why brands must always tread carefully
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