Why are Gen Zers rebelling against calorie-counting?
19 Jul 2022
Why are Gen Zers rebelling against calorie-counting?

Comfort food has become a go-to for Gen Zers who've had their hopes of post-pandemic liberation stifled by the cost of living crisis, turbulent global events, and a divisive political atmosphere. How can brands help young people embrace their indulgent streaks while also promoting wellbeing and health?

Sara Clarke

Sara Clarke is the owner of Northern Soul, a gym based in Manchester which focuses on improving mental health through fitness. She also provides nutritional advice to her clients.

Sam Tichnor

Sam Tichnor is the founder of Ffups, a brand of puff crisps that come in flavours like ‘grocery store cheddar’ and ‘instant hot chocolate’.

Sarah Drumm

Sarah Drumm is a freelance journalist covering small businesses, start-ups, and new consumer brands. She is a contributor to Canvas8 and published a report on the popularity of direct-to-consumer brand communities for Thingtesting.