Research from Leo UK Spotlights Unexpected Influence of Gen Z

Britain’s older generations are turning en masse to gen z (13-28 years) to help them navigate modern life, according to new findings from PopPulse, the annual research platform by Leo UK. The research reveals that the nation’s youngest adults have become everyday influencers for family, friends and colleagues alike, with 77% of adults older than 28 having taken advice from gen zs.

Despite frequent headlines about generational divides, the research uncovers a deep desire for connection. 93% of all Britons in the survey - including 96% of gen z participants - agreed that every generation should be open to learning from others. Surprisingly, 77% said different generations have more in common than people might think.

There is plenty of admiration among generations as well. Older participants said they value younger people’s openness to new ideas and technology (35%), their energy and optimism (30%) and their confidence to be themselves (29%). Younger respondents, in turn, admire older generations’ life experience and wisdom (49%), their family and moral values (35%) and their work ethic and resilience (31%). Challenging the media’s portrayal of gen z as disengaged from other generations, 72% of gen zers say they would like to spend more time with older generations.

The research highlights the breadth of advice that flows from younger adults to their elders every single day, with respondents crediting younger advisors with teaching them far more than we might expect - reporting how they have helped them set personal boundaries, talk openly about mental health, hunt for deals and even take on DIY projects. For brands and advertisers, the message is clear that gen z are not just a niche youth segment, and this relatively small cohort has a disproportionate influence, across every household.

Lilli English, chief strategy officer at Leo UK, said, “We set out to understand gen z’s influence - and ended up rethinking it completely. The research shows they’re not the detached, digital bubble they’re so often made out to be, but the ones quietly keeping things together - connecting families, keeping friendships afloat, finding balance in the mess. They’re helping the nation adapt to the chaos of modern life in small, human ways. And for marketers, that means shifting our perspective: gen z aren’t just a future consumer 'segment' to plan for, they’re shaping attitudes and buying decisions right now, in every household.”

At the heart of the research platform - Leo UK’s most extensive yet – sits the agency’s unique “listening to the listeners” approach, in which they spoke at length to people who are either gen z themselves, or who work closely with gen z. Complementing this were depth interviews with cultural experts, family and friend group discussions, and a nationally representative survey among 2,000 UK adults. Together, these studies demonstrate how gen z’s influence moves through households, workplaces and friendship groups.

To read the full PopPulse report, click here.