US Pen Portrait

Gen Zers in the UK are developing a reputation as keen and concerned environmentalists. This is due to a number of secondary school strikes by students in summer 2019, with children around the world walking out of the classroom in protest for faster government action against climate change. 43% of Gen Zers in the UK say that they were inspired by the classroom protests in 2019 (Mintel, 2020).

This generation of teenagers has a strong online presence with over 91% owning a smart phone. This dominates their free time. This tech based group will spend most of their evenings browsing the internet, watching the television or chatting with their friends online. 59% of teenagers felt they spend too much time online in 2019 and 55% said they felt part of an online community. In the UK YouTube is the most popular social media platform it is used by 84% of teenagers, Tik Tok is the least with only 11%.

The number of vegans in the UK has quadrupled between 2014 and 2019 (The Vegan Society, 2019). Whether being due to health, ethical or environmental reasons, the country as a whole is becoming a more eco-friendly environment. Research shows that 40% of teenagers have reduced the amount of meat they are eating due to concerns about protecting the environment.

The UK segments are very influential, the biggest influences to this generation are: • Family Members • Actors / Musicians / Artists • Sports Stars / Athletes