Hello everyone and welcome to our newsletter on all things Gen Z.

🎉🎉🎉🎉🎉

Ooof - we are coming to the end of dry January, or “damp” January for some of us 👴🏽. Life without the pleasures and vices some of us took for granted when we were young (alcohol and cigarettes spring to mind) is now part of many “next generation” conversations. 

No-alcohol bars are springing up from London to New York and a slump in "sin taxes" is the result. The clean living revolution is having an effect on the public finances.

This is a trend which has been building since the 2000s and reasons are mixed. Mental wellbeing and an increasing awareness of the dangers of smoking and alcohol overindulgence are in the positive column. High levels of drug consumption, particularly cannabis, and the vape tsunami are more challenging to consider. One colleague said that she had taken up intermittent smoking to try and control her compulsive vape habit.

There is some evidence that smoking is on the increase for Gen Z in the UK, whereas the US figures are firmly in the other direction.

The increasing sobriety vibe does have work effects. Being supported in taking care of your mental and physical health is a table stakes issue for the next generation of employees. 

How we host get-togethers, whether to celebrate a fantastic work year or an award, also hoves into view. At TNM we have enjoyed Nozeco nights and afternoon tea as alternatives to a visit to a bar. No cheaper, frankly, but you don’t have a headache the next day.

And everyone’s included.

Talking of mental health support . . .

There has been some interesting new data on the amount of direct work time that is lost to mental health issues. We have spoken many times on Get to Know about the fundamental shifts needed to the idea of “work life” balance and that for many next generation employees the relationship is hyper fluid. Sitting at a desk from 9am to 5pm might be convenient for the employer, for the employee not so much . . . 

Move aside please . . .

Some statistics that may not surprise you, but are worth affirming: Gen Z adults are less likely than older generations to join an established religion, far more likely to identify as LGBTQ, and generally are less likely to be Republican. The data comes from the non-partisan Public Religion Research Institute, which also illuminates a point we’re hearing a lot with the US Election right now: about 58% of Gen Z adults (including 74% of Gen Z Democrats) agree that "we won't be able to solve the country's big problems until the older generation no longer holds power".

Wrinkle worry

Another week, another story on Gen Z’s anxieties about ageing. 26-year-old Jordan Howlett is a prolific TikToker with a theory on why, in his view, Gen Zs look older than millennials. Can you guess the reason? Watch the video here to find out. 

Intergenerational care

We know that an ageing population is one of the biggest issues of our time. And now, Cornwall Council in the UK is calling on young people to plug the care gap. Their new “Proud to Care Cornwall” campaign is targeting under 25s, who currently make up around 8% of the workforce, to address a critical need in the sector. One of the major themes in the US and the UK for the 21st century will be how the generations look after one another. 

And finally…

22%

… of Gen Z, the highest of any generation, relies on recommendations from influencers and likes things to feel personal when considering which brand to use. And for that first spark of interest? TikTok is well ahead of the rest.

Have a good weekend everyone, and see you next Saturday.

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

Our Top 5 News List

The top stories young people cared about this week, from our audience team and newsroom debates.