Gen Z x Mental well-being [ZA infographic]

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 struggle?

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 1,002 consumers (400 Gen Z, 201 Gen Y, 202 Gen X and 199 baby boomers).

Gen Z x Mental well-being ZA Infographic

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.

Want to explore how your brand can connect with this woke consumer? Discover what our Gen Z research toolbox and expert power can do for your brand!

Ready for the Zoomers - Gen Z report

Ready for the Zoomers?

Gen Z are the digitally native generation: social-media-literate, always-on and hyper-informed. With many Gen Zers coming of age during the pandemic, the past two years put a mark on their lives and outlook on the future. In this report, we shed a light on what makes Gen Z different from the generations before them and what they expect from brands.

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