What Does Gen Z Predict for 2022?

A research report by Imagen Insights looks at a few pressing topics to see exactly what Britain’s most influential generation thinks, focusing on the Gen Z demographic aged 16 to 26.

What are the priorities for Gen Z?

Gen Z are seemingly ambitious with an overwhelming majority (83%) claiming that they are confident that they will be in employment or continuing to study in 2022. However, gone are the days of working in one career for your entire life; it seemed that over half (64%) of Gen Z expressed that they expect to be working in multiple roles in the coming 10 years. When asked about their work priorities they reported happiness in the workplace (34%), work/life balance (25%) and only 11% reported earnings as a top priority. Entrepreneurship was a clear theme with over half reporting to be likely to start their own business in the next 5 years (55%).

When it comes to relationships, there is still a wariness about dating apps with over half (55%) of the Imagen Insights respondents reporting that they would prefer to meet someone via their personal social media rather than via a dating app. There still seems to be a sense of tradition amongst Gen Z priorities; 75% hope to get married in the future and 66% report wanting to have children. Even more than this, an overwhelming 80% hope to own a pet.

Is Gen Z as media obsessed as everyone says?

60% of Gen Z do not feel accurately represented by the media and it seems that this generation is losing trust in social media (only 7% reported to trust social media). Conversely, Gen Z are seemingly putting more trust in news, experts and scientists; over half (52%) reported that they expect to consume more news and show more interest in current affairs in 2022 than in previous years. They also indicated that they are wanting to reduce their social media usage during the coming year.

How does Gen Z spend their money? 

Reports suggest that Gen Z is the prime cohort for “buy now, pay later? schemes; but how does this generation actually spend their money and what do they spend it on?

In what is seemingly the most digitally-savvy generation, it is perhaps no surprise that over half of the Gen Z cohort look to invest in cryptocurrency (54%) with predominantly more males than females (72% vs. 46%). Gen Z are more likely to turn to friends and family for money advice (52%) compared to asking advice from banks (only 4%). There is a clear preference for mobile banking and apps rather than physical banks.

With regard to what Gen Z are spending their money on, over a third want to invest in travel and holidays in 2022 (34%) with a preference for experiences and events (28%). After so long stuck indoors, it seems there is less demand for material goods such as fashion (12%) and tech (8%).

What do Gen Z predict for 2022?

The majority of Gen Z-ers have a positive outlook for 2022, despite the events of the pandemic. More than two thirds (68%) define themselves as optimistic; significantly more than the 13% who reported not being optimistic. However, there are clear areas of concern for the year to come. Nearly a fifth of respondents (19%) expressed concern about their studies and more than a quarter (28%) said they were concerned about their financial situation. Interestingly, only 5% reported being concerned about climate change and the environment as a top priority; this contradicts the media representation of Generation Z as Britain’s most environmentally conscious age group.