“Buying Is About Reinforcing Their Identity”: Gen Z’s Changing Spending Trends

A recent survey conducted by UNiDAYS sheds light on the enduring financial pressures faced by the younger generation of consumers, revealing a nuanced relationship between financial anxiety and spending habits. 

Despite feeling overwhelmed and anxious about their finances, Gen Z individuals remain willing to open their wallets for certain purchases, indicating a complex consumer landscape.

The Student Insight Report, encompassing insights from 5,200 UK students surveyed in November and December, highlights a stark contrast between attitudes and intentions among young consumers. 

Despite the cost of living crisis ranking as a significant concern for seven in ten students, Gen Z displays a willingness to invest in various product categories in the coming months.