Main points:
Cost of living remains a concern: While a bit lower than last year, it's still a top worry for Millennials (43%) and Gen Z (29%).
Financial optimism: Despite cost of living concerns, nearly half of Gen Z (47%) and a third of Millennials (33%) expect their personal finances to improve next year.
Climate change action: Young people are increasingly aware of the need to address climate change. Around 70% from both generations are willing to pay more for sustainable products or services.
GenAI seen positively: Over 40% believe Generative AI (GenAI) solutions will improve future working conditions.
Openness to GenAI: 17% of Millennials and 13% of Gen Z frequently use GenAI at work. Young people see GenAI as a tool to improve work-life balance and focus on creative tasks.
Mental health improving: Most young Romanians in the study reported feeling better mentally compared to last year. Financial worries and family well-being remain top stressors.
Implications for brands:
Sustainability is Key:
Environmental awareness: A significant portion (around 70% of both Millennials and Gen Z) are willing to pay more for sustainable products and services. Brands that prioritize eco-friendly practices, use recycled materials, and have a clear commitment to sustainability will resonate better with this demographic.
Transparency and Authenticity:
Young Romanians are looking for brands they can trust. Transparency in sourcing, production, and labor practices will be crucial.
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