Just before Christmas, Public First’s qualitative research team sat down with 18-27 year olds in different parts of Britain as part of a wider study into Gen Z commissioned by The Times newspaper. We explored, among many other themes, what this generation think are the biggest issues we face as a country; if Britain is a good place to live; how proud to be from here; and how they thought their lives compared to their parents.

It was great to see so much coverage over the last week, both in The Times but also across international media. The results suggest that the youngest voters are often the most interesting – and the most misunderstood. We plan to continue to track and understand the attitudes of Gen Z.

You can read a selection of the articles featured in The Times here:

https://lnkd.in/eaZ9dVby

https://lnkd.in/eaH6Zryp

https://lnkd.in/enYZ9qFY

https://lnkd.in/eKJ995BF