The negative impact the economic downturn is having on younger generations shouldn’t be downplayed: it’s changing their behavior toward work, higher education, and housing—and it’s damaging their mental health. Each generation goes through defining historical moments, and the current economic crisis is certainly one for Gen Z. And the longer it goes, the more lasting the impacts will be, as those who are being raised during this time will have cost-of-living behavior baked into their routines from a young age. Because even if headlines say that the economy is on the upswing, it’s beliefs and attitudes from their families and peers that form young consumers’ view—and in turn, spending behavior. So, YPulse has been keeping tabs on their mindsets, asking young people in Western Europe how many feel they’re in a recession regularly since 2022. We recently asked them again: “Thinking about the current state of the economy, which statement do you agree with?” We’re comparing that data to their responses a year ago to see if these young...
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