Generation Z's "Social Issues of Interest" and Mental Health ―From the Sustainable Lifestyle Awareness Survey 2023―

Dentsu Inc. and DENTSU SOKEN INC. jointly conducted the third "Sustainable Lifestyle Awareness Survey 2023," following the 2021 survey ( survey overview here ). The survey covered six countries: Japan and China in East Asia, France and Germany in Western Europe, and Indonesia and Thailand in Southeast Asia. This time, we introduce several topics focusing mainly on "Social Issues of Interest to Generation Z."

<Table of Contents>
▼Gen Z Focuses on Humanitarian Social Issues

▼Gen Z Prioritizes Their Mental Health

▼Ethical Influencers Promoting Sustainability

Gen Z's Focus Shifts to Humanitarian Social Issues

When asked about social issues they care about, Generation Z (ages 18-26) showed higher interest in humanitarian issues compared to the overall population. Here, we present scores from Japan, China, and Germany—three countries where Generation Z characteristics are particularly evident.

The social issue of greatest concern to Japanese Gen Z was "racial discrimination." This issue also ranked first among Gen Z in the 2021 survey, indicating sustained interest. "Gender inequality" ranked second, possibly influenced by Japan's record low ranking of 125th in the 2023 Gender Gap Index.

In China, "education challenges" and "unemployment rate" tied for first place among Gen Z. Recent Chinese policies to ease the intense exam competition—reducing homework and imposing comprehensive regulations on cram schools—have heightened Gen Z's interest in "education challenges," a group that includes many students. Regarding "unemployment rate," this likely stems from China reporting a record-high youth unemployment rate of 21.3% for those aged 16-24 in June 2023. Notably, it appears China has ceased publishing unemployment figures since June.

In Germany, "Animal Welfare" ranked first among Generation Z. Germany is known as a "pioneer in animal protection," and the existence of an Animal Protection Act detailing regulations against animal abuse and euthanasia suggests a high level of awareness regarding animal welfare.

Regarding the second-ranked concern, "Racial Discrimination," Germany's status as the world's second-largest recipient of immigrants (2020, UN) may be a factor. Not only in Germany but across Western Europe and the US, many countries rely on immigrant intake to maintain their youth populations. In the US, immigrants or their children are said to constitute 30% of Generation Z. In Germany, this immigration also played a major role in halting the declining birthrate in 2016.

Thus, while influenced by their respective national circumstances, it was found that a high percentage of Generation Z across countries are concerned about humanitarian social issues such as "racial discrimination," "education challenges," and "animal welfare."

Gen Z prioritizes their mental health

Next, let's examine the characteristics of Gen Z who responded "strongly affected" or "somewhat affected" to the question: "To what extent do you think climate change affects your mental health?"

Looking at the data by country and generation, Japan, France, and Germany showed a distribution of Gen Z > Gen Y > Gen X > older generations. This suggests a pervasive tendency to focus inward, with younger age groups feeling a greater impact on their mental health. This trend was not observed in other Asian countries.

One characteristic value of Generation Z is said to be "prioritizing authenticity and valuing oneself." Their strong perception of mental health impacts from "climate change" also reflects this heightened self-care awareness.

They are "digital natives" who grew up intimately connected with technology from childhood. While they can easily connect with others using technology, they also face the reality of being exhausted by information overload. Furthermore, the oldest members of Generation Z are now in their mid-20s. They were at a life stage seeking stimulation from human connections when the global COVID-19 pandemic struck. The temporary disruption of human relationships meant they entered the workforce without filling this gap, leading to a sense of isolation in new environments that gained global attention.

Furthermore, Generation Z grew up in an educational environment where valuing DEI (Diversity, Equity, and Inclusion) was taken for granted. However, in the real world, they sometimes witness situations where people are not treated equally. Many seem to feel stress or loneliness due to societal structures that fail to protect the dignity of the individual, something that should naturally be safeguarded. Even now, as the pandemic subsides, many organizations continue remote work. It appears necessary to pay attention to young people's mental health, such as exploring ways to alleviate loneliness.

Ethical Influencers Promoting Sustainability

Finally, let's examine Generation Z's responses to the question: "Please select all organizations or individuals in your country that you believe actively communicate sustainability to people and encourage action." Here, we highlight three countries with particularly distinctive characteristics: France, Germany, and Indonesia.

Compared to results across all age groups, Gen Z more strongly credits social media influencers like YouTubers/TikTokers for their contributions.

Looking at Gen Z, "influencers like YouTubers/TikTokers" ranked 3rd in France, showing a +13.3% increase compared to the all-age average. In Germany, they ranked 2nd, showing a +20.6% increase compared to the all-age average. In Indonesia, they ranked 1st, showing a +12.8% increase compared to the all-age average.

In recent years, there has been an increase in people engaged in social advocacy, often referred to as "ethical influencers." They not only post content aimed at being "Instagrammable" like typical social media influencers but also introduce products from sustainable fashion brands, interior items, and plant-based foods, attracting significant attention. By these relatable influencers sharing sustainability-related content, they appear to be broadening the base of young people interested in sustainability.

Furthermore, among Generation Z, "NPOs" ranked first in France, while "news organizations/journalists" ranked first in Germany, with respondents indicating these groups lead environmental awareness efforts. Various organizations in both countries actively engage in environmental activities. For example, in September 2023, environmental groups staged a protest in front of the French presidential palace in Paris, dyeing the road orange to protest the French government's insufficient climate change measures.

Germany has an environmental activist group called "Last Generation," which includes many young people. In October 2022, they threw mashed potatoes at Claude Monet's painting "Haystacks," which was on display at the Potsdam Museum. Such radical actions, which make the news, may be influencing perceptions.

Furthermore, surveys asking about impressions of environmental activists revealed that many people in France and Germany find activists frightening.

On the other hand, in Indonesia, even ethical influencers are perceived not as scary people, but as kind-hearted individuals.

There are differences in stance across countries regarding the impression activists give and the seriousness of their messaging. When planning environmental or social campaigns featuring influencers or activists, it seems necessary to also consider what impression these activists convey to the public.
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[Survey Overview]
Target Areas: 6 countries (Japan, China, France, Germany, Indonesia, Thailand)
Respondent Criteria: Ages 18–69 (Gender response options: "Male," "Female," "Other/Prefer not to say")
Sample Size: 6,000 people (1,000 per country)
Survey Method: Online survey
Survey Period: July 12 to August 21, 2023
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