GenZ (18-24 year olds) and Millennials (25-34 year olds) are feeling the impact of the coronavirus pandemic more severely than any other generation. That’s according to the third wave of Kantar’s Covid-19 Barometer, a global study of how Covid-19 is influencing people’s attitudes, behaviours and expectations across more than 50 markets.
Although overall concern levels among this generation are lower than average – 35 per cent of 18-24 year olds and 37 per cent of 25-34 year olds say they are hugely concerned about the situation, compared to 41 per cent overall – the pandemic is having a greater impact on Millennials and GenZ than older generations.
Over half of Millennials (52 per cent) and 49 per cent of GenZ say they have already experienced an impact on their household income and an additional 26 per cent across the combined 18-34 age group expect to be impacted in the future – more than any other generation.
Young adults are turning to a broad range of coping mechanisms to manage their mental wellbeing
Media consumption continues to rise later into lockdown
Millennials and GenZ hold brands to higher account
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