The findings of this UK-focused report kill off many of the “facts” we were led to believe were true about this generation.

Independent creative and innovation agency Five by Five has unveiled its research report, tackling the complex truth around the attitudes, behaviours, and buying habits of the UK’s Gen Z population.

The findings uncover that there isn’t a strong set of characteristics that defines this generation, despite what is purported in mainstream media. In fact, as an all-encompassing category, they can barely be said to exist at all.

Commentators claim this audience is fragile and has delusions of grandeur, yet the report uncovers that they are pragmatic and have relatively modest aims: a simple yearning for financial stability. This concern over finances means their buying behaviours are influenced by price over morals and values, combined also with the distrust roused by brands that have falsely claimed to be ethical.

The report found that they are no more concerned than other generations are about the planet; instead, they care about more immediate concerns like war and the cost of living crisis. And despite coming through overwhelming chaos in their early years – recession, a global pandemic, race rows, political upheaval, and war – they remain positive about the future.

Another myth the report debunks is that the UK’s Gen Z population live life online. Whilst the research shows that they do spend time on apps, they recognise the harm it causes and are increasingly valuing real-world connections.

George Roberts, Marketing & New Business Director at Five by Five, comments: “We’ve composed this report in response to clients’ desires to appeal to and engage with this generation. We hope that it is informative and interesting, but above all, that it will at last provide brands and marketers with clarity on how to engage the audience, cutting through generic assumptions about them.”

To dive into these insights and more, you can download the research report here.