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 6.584 consumers (2.856 Gen Z, 1.255 Gen Y, 1.198 Gen X and 1.275 baby boomers) from six European markets (Belgium, France, Germany, Sweden, the Netherlands, the UK).

Infographic summary

In Europe, 50% of Gen Z feels stressed, with their studies/ job (52%), mental health (43%), and financial worries (32%) being core stressors. Another 32% experiences financial worries and 27% say they are stressed due to the pandemic. This results in a ‘confidence crisis’ with 49% of European 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 (51%) but it also disrupted their education or job prospects (14%). Yet, this generation also shows resilience in dealing with the global health crisis.  51% say the pandemic was a moment to re-evaluate life and 46% see it as an opportunity to create a new and better normal. More than any other generation, they perceive it as a fresh start and used this time to focus on personal growth (26%), start new hobbies (27%) and learn new skills (23%).

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.