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Beyond Binary: The Lives and Choices of Gen Z

Trends and Insights

Introducing the latest Ipsos Thinks report ‘Beyond Binary: The Lives and Choices of Gen Z’

Highlights from the report include:

  • Beyond binary: 66% of Gen Z say they are exclusively straight versus 71% of Millennials and 88% of Baby Boomers


  • Trust is trendy again: Generation Z are nearly twice as trusting of other people than Millennials were at the same age (61% in 2017 compared to 36% in 2002)
  • Kids are here to volunteer: Nearly half of 14-16 year olds (46%) have volunteered, compared with just 30% in 2005.


  • A turning point on ethical buying? A quarter of UK school children (26%) say they have avoided certain products because of the conditions under which they were made – compared to 19% of Millennials at the same age
  • Things don’t define them as much: With a harder economic context, there has been a cohort shift away from materialistic values. For example, less than a third of schoolchildren feel the things they own say a lot about how well they are doing in life, compared with 42% in 2011.
  • Better behaved, but maybe not for long.  Big decreases in smoking, drinking, some drug taking and crime among young people, but less worried about risks of taking drugs…


  • But is British binge-drinking coming to an end?  There has been a major shift in Gen Z’s views of binge drinking – seven in 10 (70%) think this is very risky compared to just 56% of Millennials at an equivalent point in 2004.

And much much more….

Click here to download your copy of the report


For more information visit https://thinks.ipsos-mori.com/

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