• 18-21-year olds are ‘reading’, ‘knitting’, and even ‘baking’ more than previous generations as the ‘Great British Bake Off’ effect takes hold
• ‘Queuing’, ‘talking about the weather’ and ‘apologising’ resonate highly with this age group as research also looks at this generations top ten ‘very British’ traits

 New research from Privilege Insurance has found a raft of popular pastimes, once associated with older generations and thought to be dying out, are enjoying a resurgence amongst 18-21-year olds (Generation Z).

Born after 1996, Gen Z are often labelled the ‘digital native’ generation, yet ‘reading books’ [printed] is a noteworthy activity in this generation with over four in five (83 per cent) stating they have picked up and read a printed copy of a book.

This is a significant increase on the generation of kids before them (millennials, 22-37 year olds, at 61 per cent) and even higher than their parents, Generation X, 38-53 year olds (79 per cent). 

The pattern of pastime revival continues with ‘knitting’, ‘fishing’ and ‘fruit picking’, all proving more popular with 18-21-year olds than their parents*.

Astonishingly, this tech-innate group has given a dusting down to all other generations when it comes to baking, with 73 per cent taking up the activity. They beat millennials (57 per cent), creamed their parents, (66 per cent) and even their grandparents folded (baby boomers, 54-72 year olds), with only 65 per cent of them claiming to have baked. 

It is quite clear that the ‘Great British Bake Off’ effect is in full swing.

Other past times thought to have been on the decline, but are actually being resurrected by today’s young adults include ‘crosswords’ (58 per cent), ‘gardening’ (45 per cent), ‘bingo’ (36 per cent), ‘knitting’ (31 per cent), and ‘fishing’ (30 per cent). 

As well as British pastimes, the study also looked at the perception of ‘Britishness’ asking respondents to identify things they would describe as ‘very British’.

‘Talking about the weather’, ‘drinking tea’ and ‘eating fish and chips’ came out on top –with young Brits, in particular identifying ‘queuing’; and ‘apologising’ as very British traits - further evidence that as well traditional British pastimes, Britishness is living on in the next generation of adults.

Charlotte Fielding, head of car insurance at Privilege said: “As a British brand we thought it would be interesting to see how our traditional British pastimes are evolving across the different generations and it’s great to see our younger generation defy stereotypes and expectations by showing us that they not only read more, but knit, bake and go fishing more than any of us”.

"Telematics based car insurance is another way that younger people can dispel common views. Instead of paying for what their perceived driving behaviours are, telematics enables a person to be judged on how they drive, rather than how others may drive in their generation. We can help by offering all the security they need by insuring their car, when they have recently passed their test."

Top British Pastimes (Overall and Generation breakdown)

Source: Privilege Insurance

 

Top British Pastimes for Generation Z 

Source: Privilege Insurance

 

Top ten British traits for Generation Z

ource: Privilege Insurance

 

ENDS

For more information, please contact: Georgia Andrewes at Richmond & Towers: 

[email protected] / 020 3179 0720

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**The average age of first time mother is 28.6 years old and 33.2 for a father. With the average roughly being 30 years old, this means that Gen Z can be categorised as the children of Gen X.

• https://www.ons.gov.uk/peoplepopulationandcommunity/birthsdeathsandmarriages/livebirths/bulletins/birthsbyparentscharacteristicsinenglandandwales/2015

   

  *Generational classifications from the Pew Research Centre match the age ranges we used in this survey:

• http://uk.businessinsider.com/generation-you-are-in-by-birth-year-millennial-gen-x-baby-boomer-2018-3

 

Notes to editors:

Research carried out amongst a nationally representative sample of 2,005 UK adults by Opinium Research between the 2nd and 8th of October 2018.

Privilege

Privilege Insurance specialises in car insurance for safe drivers. It also offers home insurance and breakdown cover by phone or on-line.

Privilege general insurance policies are underwritten by U K Insurance Limited, Registered office: The Wharf, Neville Street, Leeds LS1 4AZ. Registered in England and Wales No 1179980. U K Insurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.

Privilege and UK Insurance Limited are both part of Direct Line Insurance Group plc.  

Customers can find out more about Privilege’s products or get a quote by calling 0345 246 0515 or visiting www.privilege.co.uk