Gen Z Stress: What’s Causing it & How They’re Coping

But wait, there’s more! (Sorry.)

Money and work are also on the laundry list of stressors for Zoomers. APA’s research also discovered more than 81% of their Gen-Z participants reported money as a source of significant stress. “Work” comes in at a close second at 77%. What’s causing this? With an uncertain job market and an unclear financial future, it’s no wonder why Gen Z’s stress levels are through the roof.

Gen Z’s social media habits are making them anxious, too

APA’s 2018 survey revealed that during a span of one month, 91% of Gen Z respondents reported at least one physical or emotional symptom due to stress.

4 Ways Stress Impacts Gen Z Behavior

It’s no surprise that all that stress affects Gen Z’s behavior, including buying decisions. Brands that want to connect with them will need a deeper understanding of those changes. Let’s discuss the top four:

Gen Z has a shorter attention span

According to Media Kix, nearly half of Gen Z reports being connected online for ten or more hours a day. All that screen time has created a new multitasking culture.

While past generations may have focused solely on one thing at a time, Gen Z may be doing at least two things at once. Media and entertainment can serve as forms of escapist distractions from stress, and if there was ever a generation in need of an escape, it’s Gen Z.

Self-care is non-negotiable

As Gen Z normalizes conversations around mental health, they’re also prioritizing self-care. From their choices at the grocery store to where they invest their money, health and well-being are top of mind for Zoomers.

Gen Z’s nostalgia can function as an escape hatch

Who hasn’t yearned for what they perceive as a simpler time? In the chaos of 2020 to the present day, Gen Z’s nostalgia functions as a kind of escapism from their daily lives.

If your Instagram is feeling a little more like MySpace lately, thank a Zoomer. From Y2K fashion aesthetics to a renewed fascination with Bennifer, Gen Z likes to party like it’s 1999.

Creative outlets are gaining momentum

Even in the age of the internet, some Zoomers are turning to creative outlets like drawing, baking, and sewing. Like 90’s nostalgia, these activities are a form of escapism and can help combat stress.

All of that creativity serves a purpose: stress reduction. Research bears this out — in a 2016 study published in the Journal of Positive Psychology researchers found that when participants spent more time pursuing a creative outlet, they were more likely to report a higher positive affect the following day.

Other research suggests that spending just 45 minutes on creative self-expression can reduce the amount of cortisol (sometimes called “the stress hormone”) in saliva. Is it any wonder, then, that Gen Z has been dubbed “Generation Create” by Adobe?

How brands can engage Gen Z — without stressing them out

While Gen Z is more likely to seek help with mental health than other generations, brands can still help Zoomers alleviate their stress. It’s important to do what we can to support one another.

Advocate for mental health (and mean it)

This one may be a no-brainer, but helping Gen Z deal with the stress starts with advocating for their mental and physical health. How can you do this? Well, thankfully, there are many ways!

You can also support mental health by donating proceeds, money, and time to relevant charities or nonprofit organizations. An example of one is the National Alliance on Mental Health (NAMI). They’re all about educating, advocating, and helping to improve the lives of all people with mental health.

Skincare line Bubble is killing it when it comes to authentically supporting mental health. They are making a difference by donating 1% of their proceeds to multiple organizations that provide emotional support to teens and young adults.

Make conscientious & inclusive marketing choices

Just as all actions have consequences, the content choices you make impacts Gen Z’s perception of your brand. As the most diverse generation, Gen Z expects to see diversity and inclusion in marketing. Say goodbye to the perfectly curated Instagram feed or unoriginal marketing campaigns. Most Zoomers aren’t interested in seeing this. When your campaigns, content, and design assets make Gen Z feel valued and avoid exacerbating existing mental health issues, you ensure a positive perception.