YPulse has long told you that Gen Z and Millennials are generations of activists, and our research in Western Europe confirms this: 93% of young people in the region care about social issues happening in the world. In other words, young Europeans are very concerned about what’s going on around them, to the point that two in five have taken their concerns to the streets by joining rallies, protests, and other social demonstrations. But what exactly are the biggest problems young Europeans feel their generations are being confronted with right now? In our WE News Consumption And Trust Report, we asked young consumers what they think is the biggest problem their generation is facing right now as an open-end question*. Their answers change year to year as certain issues pose bigger problems for their day-to-day lives or become hot topics. In 2023, this is what they have to say: The cost-of-living crisis is the biggest problem young Europeans say they’re facing right now The biggest issue that young Europeans...
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