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 “scary news” 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 “almost constantly”, 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 aren’t 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. It’s 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: “The best thing one can do when they’re 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.”

Anxiety check

58% of Gen Zers report feeling anxious “frequently or all the time”, which is higher than other generations. Given that the number of Gen Zs in work will overtake Boomers next year, it’s something we can’t ignore. Experts say that “if a significant majority of the cohort remains too stressed to effectively participate in the workforce” there will be huge consequences, “not only in economic terms but also from a social and broader societal perspective”.

And finally…

80%

…of 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 … 

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, I’m 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, we’d 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 – 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

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