As part of our Understanding Gen Z UK Webinar, we created a series of infographics illustrating some of our research. The full version of this report, UNDERSTANDING GEN Z, is available to download on nVision (for nVision subscribers). The report - which includes analysis of Gen Z’s attitudes to technology, health, values and brands - is also available to purchase. For enquiries, please contact webinar@futurefoundation.net

1. Understanding Gen Z UK
Future Foundation

2. 2
Gen Z |
Gen Z defined here as aged 7-15, or born between 1999-2007
Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014
Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives
GROWING UP: THE YEARN TO BE OLDER
Wanting to be 18-24
BECOMING INDEPENDENT: AGE EFFECT
Significant increase in freedom once children reach secondary school age
Things allowed to do without a grown up
Buy food to eat
Use the internet
Go shopping
APPEARANCE AND SELF AWARENESS
The need for recognition and peer validation significantly rises once children reach their teens
“I like other people to be able to recognise the brands I wear”
7-11s
12-15s
“I like to follow the latest fashion trends”
THE FAMILY UNIT REMAINS STRONG
Close to 90% of Gen Z regularly watch TV with their family
In contrast, just over a ¼ of Gen Z claim to do sport with their family regularly
FRAGMENTED FAMILY MEALTIMES
A snapshot of growing up and family life in 2014
Gen Z who normally eat their evening meal with their…
FOOD: AN OCCASION
Roast dinner remains a staple meal for the majority of British families
of children have a roast dinner at least once a week
PLAYING SPORTS: AGE EFFECT
What sports do you play (at least once a week) when you’re not at school?
7-11s 12-15s
46%
37%
50%
24%
43%
32%
33%
60%
7-11s | 12-15s
Age 12 38%
Age 15 55%
7-11s
12-15s
46%
62%
26%
43%
“Which, if any, of the following do you regularly do together as a family/with your parents?”
62%
82%
Dad
Mum
88%
85%
80%
67%
66%
62%
61%
51%
Watch television
Eat meals together
Go on family days out
Watch DVDs
Shopping
Go for walks
Go to the cinema
Play board games
68%
17%
65%
55%
87%
12%
64%

3. 3
GROWING UP: THE YEARN TO BE OLDER
Gen Z defined here as aged 7-15, or born between 1999-2007
Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014
Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives
Wanting to be 18-24
7-11s
12-15s
33%
60%

4. 4
APPEARANCE AND SELF AWARENESS
Gen Z defined here as aged 7-15, or born between 1999-2007
Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014
Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives
The need for recognition and peer validation significantly rises once children reach their teens
“I like other people to be able to recognise the brands I wear”
Age 12 38%
Age 15 55%
“I like to follow the latest fashion trends”
7-11s
12-15s
46%
62%
26%
43%

5. 5
THE FAMILY UNIT REMAINS STRONG
Gen Z defined here as aged 7-15, or born between 1999-2007
Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014
Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives
Close to 90% of Gen Z regularly watch TV with their family
In contrast, just over a ¼ of Gen Z claim to do sport with their family regularly
“Which, if any, of the following do you regularly do together as a family/with your parents?”
88%
85%
80%
67%
66%
62%
61%
51%
Watch television
Eat meals together
Go on family days out
Watch DVDs
Shopping
Go for walks
Go to the cinema
Play board games

6. 6
FRAGMENTED FAMILY MEALTIMES
Gen Z defined here as aged 7-15, or born between 1999-2007
Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014
Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives
Gen Z who normally eat their evening meal with their…
62%
82%
Dad
Mum

7. 7
BECOMING INDEPENDENT: AGE EFFECT
Gen Z defined here as aged 7-15, or born between 1999-2007
Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014
Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives
Significant increase in freedom once children reach secondary school age
Things allowed to do without a grown up
Buy food to eat
Use the internet
Go shopping
7-11s | 12-15s
17%
65%
55%
87%
12%
64%

8. 8
FOOD: AN OCCASION
Gen Z defined here as aged 7-15, or born between 1999-2007
Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014
Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives
Roast dinner remains a staple meal for the majority of British families
of children have a roast dinner at least once a week
68%

9. 9
PLAYING SPORTS: AGE EFFECT
Gen Z defined here as aged 7-15, or born between 1999-2007
Source: nVision Research | Base: 1000 online respondents aged 7-15, GB, 2014
Taken from Future Foundation report, ‘Understanding Gen Z’, exploring where today’s kids are displaying interesting shifts in behaviour and attitude across various aspects of their lives
What sports do you play (at least once a week) when you’re not at school?
7-11s 12-15s
46%
37%
50%
24%
43%
32%

10. 10
The full version of this report
UNDERSTANDING GEN Z
is available to download on nVision (for nVision subscribers).
The report - which includes analysis of Gen Z’s attitudes to technology, health, values and brands - is also available to purchase. For enquiries, please contact webinar@futurefoundation.net

11. LONDON | NEW YORK | STOCKHOLM