What are the priorities of Generation Z women? Personal development, and more specifically well-being, seem to be at the heart of their expectations, far ahead of achieving a successful professional career. In any case, this is what a recent survey carried out among Zs in France, Italy, the United Kingdom, and Spain reveals.
If there is a generation that is difficult to understand and decipher, it is undoubtedly the Z, namely men and women born between 1997 and 2010. Professional expectations, well-being, romantic relationships: Gen Z fascinates as much as she questions, but one thing is certain, she seems indeed determined to mark a break with previous generations and to establish new codes which correspond more to her. And this in many sectors, including consumption and work. The studies follow one another without being alike in an attempt to lift the veil on the professional aspirations of the Z, showing in particular a quest for meaning and flexibility.
A survey conducted by Censuswide for the Intimina brand among European Gen Z women now reveals that their self-esteem and mental health are among their priorities, much more than a successful professional career. Nearly two-thirds of respondents (63%) placed self-confidence at the top of their expectations and priorities, just ahead of their mental health (62%), and the importance they attach to their body image (47%). . The fact of having a successful career only comes later, with 45% of the votes. Note that the age of the respondents, between 13 and 20 years old, and therefore not – or barely – engaged in the professional world, can partly explain these results.
The surroundings act as a decompression valve in the eyes of these young women. Six in ten respondents say they talk to friends to improve their mental well-being, compared to 51% who turn to their family. Nearly one in two women surveyed (47%) favor physical exercise to feel better in their heads, while 31% prefer creative activities and 22% entrust their mental health to a professional. Note that part of the panel, undoubtedly the youngest, calls on teachers or educational advisors (14%). Friends (54%) and family (46%) are also the go-to helpers when it comes to gaining confidence and self-esteem, although many women prefer to focus on their own personal achievements (38%) or turn to social networks (26%) or role models (16%).
This is not the first time that the Z, whether through surveys or studies, have shown their desire to put their well-being before their career, or at least have expressed specific requirements regarding – vis-à-vis the labor market. And this can be translated in ways that are as diverse as they are varied. Some research has, for example, revealed that Z people attach particular importance to friendship at work, when work has looked at their propensity to easily change careers, or to favor personal development even if the latter is to the detriment of salary.
*This survey was conducted in January 2024 by Censuswide on behalf of Intimina among 2,003 young women aged 13 to 20 in the United Kingdom, Italy, France and Spain.