Every year, YPulse asks Gen Z and Millennials what they think the biggest problem their generations are facing right now to get a better sense of their priorities, struggles, and what brands should know they are most concerned about. In 2019, climate change took the top spot for the first time, showing how environmental issues are seriously impacting them. In 2020 and 2021, racism and discrimination and COVID-19 topped the list during two years dominated by the pandemic, political upheaval, and a growing movement around racial injustice. Our 2022 Local / Global Citizenship behavioral report asked 13-39-year-olds again, “What do you think is the biggest problem your generation faces right now?” as an open-ended question, and found two newer concerns are now at the top of their list: The Biggest Problem Their Generation Faces Now Among 13-39-year-olds Inflation Technology over-dependence / addiction Pandemic / COVID-19 Racism Social media Economy Climate change / Global warming Acceptance / tolerance / respect of differences (e.g. values, opinions, cultures) Mental health Job opportunities...
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