The easing of UK lockdown restrictions means different things for different people. Whether that’s being able to finally return to the pub with friends or visit family after so many months apart, life for most is going to change. But, as new research has found, a large proportion of young people feel anxious about this, and, in particular, about the prospect of socialising face-to-face again. So, it’s vital that brands really take the time to understand why that is in order to properly engage with this key demographic.

Social anxiety

Contrary to what we may believe about young people being desperate to reconnect to the real world, our latest study on GenZ behaviours found that almost three in five people feel anxious about going out on to the streets again after lockdown lifts. Is that really that surprising? Most have spent a large portion of the last year relying solely on social media and technology to connect with friends, peers and teachers.

I don’t know about you, but when I was 16 my life was incredibly busy. I was at school all day, I had after-school activities, I saw friends, I played sports, I went out on weekends shopping or to the cinema, I started sneaking into the local pub or going to parties. This was our normal, worlds away from how 16-year-olds have been living for the last year. Social media wasn't anywhere as big then as it is now. Facebook had only just started making the rounds.

Gen-Z are the online generation. They are digital natives in so many ways and so that adjustment over the last year would not have been as difficult to transition to. But it’s crucial to remember that despite feeling comfortable online, they are now the most likely to feel uncomfortable offline. The worlds of TikTok, Instagram, HouseParty and Zoom are natural environments in many ways and combining that with the absence of real-life social interaction means we are looking at a younger generation that is behaving unlike all others that precede it. And we must do more to recognise this. 

According to research from Adobe, GenZ spent a whopping 10.6 hours engaging with online content each day. So, brands really have no excuse for not having a good and intuitive digital presence. We can anticipate that, despite services opening up, many will continue to fuel online habits that suit them, whether ordering food online, connecting with friends, clothes shopping and even working. As the last demographic to be vaccinated, the level of immunity among this group is the lowest, which might be why 54% of GenZ are worried about being in large crowds and 52% are worried about catching the virus. Therefore realising that despite the option to re-join a lot of the real-world, many may simply not. 

Be mindful

Brands could ensure they show this sensitivity to peoples’ situations. An unfortunate consequence of the pandemic has meant that society has been divided in many ways. For example, those who have come through it financially stable and those who have been really hit. One of the largest setbacks caused by the economic downturn is long-term youth unemployment as firms have been forced to cut costs. As a result, the levels of income and financial wellbeing among GenZ is far below other demographics. As such, elements of communication like the impact of a brand’s message and the tone of voice should be given more consideration. 

Brands can also attract the attention of young people by demonstrating that they understand the prominent social causes they support. Our study found that 46% think that achieving equality is the most relevant political topic, followed by climate protection at 35%. So, although we know that 58% prefer funny content on social media, knowing what resonates on a more serious and personal level will help connect with this audience as long as brands remain authentic.

Make it snappy

As part of our research report, we looked at how GenZ are experiencing the different social media platforms. Our study found that 71% of GenZ say they use Instagram and 56% use TikTok, compared to just 35% who use Facebook, showing the vast differences in popularity. This is indicative of GenZ’s preference for short-form video content, as this is a fundamental element of both Instagram and TikTok. Additionally, Snapchat still ranks highly among GenZ, with 64% still using the app. 

During this challenging period, where brands face the tough assignment of understanding their consumers, knowing where to go to find their target audience is the first important step. Data indicates that making it short and snappy could lead to better results. 

As the most impressionable members of society, it has never been more important to keep track of young people’s attitudes and behaviours, especially with the pandemic altering virtually every aspect of life. They may not be as loyal to certain brands but may be more likely to test something new and give you honest feedback.

If done right, brands could look at this period of post-pandemic freedom as a time of opportunity. If they can get the tone of their messaging right, really understand and learn what’s driving the behaviours and views of young people and understand where they seek escapism, it stands them in good stead for genuine cut-through. Maybe leave the TikTok dances to the teens though.