While the UK fights against COVID-19, the divisiveness that emerged at the time of the 2016 referendum has failed to dissipate. This political polarisation has impacted society as a whole, changing the way people define themselves, make buying decisions, and even form relationships.
Young Britons are embracing inclusivity as they begin to reshape society in their image, with 50% of Gen Zers seeing themselves as global citizens. Yet the world they’re growing up in is struggling to meet their expectations – Britain fell six places in the world equality rankings in 2019.
Following the UK’s departure from the EU in January 2020, many people are feeling distinctly out of power and unsure where to place their faith. Most Britons believe that none of the political parties speak for them and attitudes toward social mobility are split across the country.
Mindful of the mistakes of their parents’ generation, Gen Zers tend to be more cautious about their money and want to be able to talk openly about this traditionally taboo topic. They regard financial independence from the bank of mum and dad as a key rite of passage.
Fuelled by social media and the invasion of a public lens on traditionally private spaces, British mums and dads are facing increased pressure to present the perfect picture of domestic life. It’s impacting everything from kids’ birthday parties to the communities they engage with.