In South Africa, 45% of Gen Z feels stressed, with financial worries (58%), their studies/ job (54%), and the family situation (45%) being core stressors. Another 37% says their mental health adds to their stress levels, and 34% declares having too many responsibilities. This results in a ‘confidence crisis’, with 45% of South African 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 (79%), but it also disrupted their education or job prospects (29%). Yet, this generation also shows resilience in dealing with the global health crisis. 72% says the pandemic was a moment to re-evaluate life, and 63% saw 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 (57%), learn new skills (55%), and pick up new hobbies (45%).

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.