While everyone experiences a certain degree of stress, coming top in the charts for the most stressed-out generation is Gen Z. As a consequence, mental well-being is becoming a hallmark of Gen Z. But why is the post-Millennial so stressed? And did the pandemic add to their mental struggles?

Dive into our ‘Gen Z x mental well-being’ infographic to discover why this generation is stressed-out and what this means for brands. The data in this infographic is based on proprietary quantitative research amongst 9,109 consumers (3,558 Gen Z, 2,086 Gen Y, 1,951 Gen X and 1,514 Baby boomers) in 8 Asian markets (China, Hong Kong, Indonesia, Philippines, Singapore, South Korea, Taiwan, Thailand).

In Asia, 48% of Gen Z feel stressed, with their studies/ job (46%), financial worries (44%), and mental health (33%) being core stressors. Social media also has an impact with 66% indicating social media puts a lot of pressure on looks and 33% stating that comparing themselves to others causes stress.  Another 32% say they are stressed due to their family situation. This results in a ‘confidence crisis’ with 59% of Asian Gen Z indicating they often lack self-assurance.

The pandemic caused a lot of turbulence in this generation’s journey towards adulthood; it not only had a financial impact (44%), but it also disrupted their education or job prospects (21%). Yet, this generation also shows resilience in dealing with the global health crisis. 70% say the pandemic was a moment to re-evaluate life and 64% see it as an opportunity to create a new and better normal. They perceive it as a fresh start and used this time to learn new skills (32%) and focus on personal growth (31%).

So, what does this mean for brands? Gen Z expects brands to take on the role of a life coach; supporting them in prioritizing their mental health and encouraging discussions around the topic.