Generation Z has grown up: it’s time to break down stereotypes
Generation Z, once characterized by the stereotype of “gamer kids”, is now emerging as mature adults in joint research by GWI and Publicis Groupe CEE. It is time to reevaluate the image of the generation entering the labor market as mature adults (50%), getting married (8%) and becoming parents (17%). At the same time, there are specific patterns that differ significantly from previous generations, and there are even differences between countries in each region.For example, the length of video content they consume: in Hungary, 40% of Generation Z prefer shorter formats and 45% prefer longer formats, while on average in the region 52% prefer longer formats and 41% prefer shorter formats.
Generation Z is becoming decisive
Looking at the average of the answers recorded in the countries of the region, it can be said that more and more members of Generation Z are married (8%), have become parents (17%) and are actively participating in the labor market (50%). In this regional comparison, Hungary leads in these indicators: 11% of Hungarian Generation Z youth are married, 20% are parents and 57% are working.
Emergence of new topics: issues of mental health
In Central and Eastern Europe, mental health receives particularly significant attention among Generation Z. According to the research, this generation is 89% more likely to suffer from mental illness than the average regional population; the national average does not differ significantly from this, the same proportion in our country is 73%. Among the reasons, the influence of social media is often mentioned. The question arises whether the reason for the high rate is greater awareness and the ability to identify mental problems, or whether it is actually a consequence of the increased flow of stimuli caused by digitalization. It is a telling fact that generation Z spends more time on their mobile than any other generation – four and a half hours a day on average.
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