17555: On Gen Z Loneliness.

 

MediaPost spotlighted a report from Stagwell enterprises—The Harris Poll and Alison Worldwide—casting Gen Z as the loneliest generation in history.

According to the data, 51% of Gen Z feel lonely on the weekend; 74% stay home for at least half of their monthly weekends; 73% make staying home their default weekend agenda.

Given Gen Zers will unlikely land a job with Stagwell or any White advertising agency in Adland, at least they won’t have to worry about working on weekends.

Report Finds Gen Z Is The Loneliest Generation

By Richard Whitman

They may be the most digitally connected generation in history but they’re also the loneliest, at least on the weekends, according to new research from Stagwell’s The Harris Poll and Allison Worldwide. 

Reasons vary, but for many it’s financial or avoiding big, alcohol-focused gatherings. And some just don’t have a lot of IRL friends. 

The report found that 51% of Gen Z say they feel lonely on a typical weekend — the highest of any generation and 37 points higher than Boomers. 

74% stay home at least half of their weekends each month, and 73% say staying home has become their default weekend plan. 

49% of Gen Z adults say they don’t have enough friends to spend time in person and 47% stay home to recharge their physical and mental health. 

Per the research, young people’s social life is increasingly screen-based, with 65% saying they connect more through their phone than in person. 

88% actively avoid at least one social setting, including large groups of near-strangers (39%), loud crowded spaces (38%) and spending a lot on a single night out (36%). 

73% of young people want more social settings where alcohol isn’t the focus.