A study published by Nestpick reveals the best international cities that support Generation Z’s values and vision by using data relating to advocacy, digitalisation, livability, and business opportunities.
● Despite Brexit, London is the #1 city for Generation Z. With a focus on values, London’s overall compatibility with Gen Z principles, ability to meet educational needs, and strong business opportunities makes it the strongest-performing city in the index.
● Berlin is the only city in the top 10, which does not fall into the top 50 cities with the highest cost of living. Nevertheless, the capacity of these cities to meet Gen Z’s values and expectations overall earned their place at the top 10.
● Stockholm comes second for Gen Z-ers, and is the #1 city for Digital Payment & Banking, Environmental Action, and the Right to Protest. Los Angeles ranks at #3, placing second for Esports and third for Education.
● Melbourne, Australia ranks #23 out of 110 for Generation Z worldwide.
Berlin, Germany, September, 2019—A study revealing the best cities for Generation Z around the world has been released by on-demand housing platform, Nestpick.com. After examining the best cities for millennials, Nestpick wanted to shine a light on Generation Z who are starting to graduate from university this year, and are now entering the workforce. Alongside facing global crises such as climate change, this digitally connected age group will also have to tackle artificial intelligence replacing humans, meaning that Gen Z-ers must train in machine learning to stay ahead of the curve. This index aims to determine which cities around the world are meeting their needs, and how they are making themselves attractive destinations to appeal to the creators, advocates, and pioneers of tomorrow.
“Taking a values-centric approach to this study, we looked into which cities around the world best understand, advocate, and embody the principles Gen Z-ers prioritise,” comments Ömer Kücükdere, Founder and CEO of Nestpick.com. “Interestingly, despite the uncertainty surrounding Brexit and the high costs of living, our research has found that London ranks first overall. Adding on to the advantages of a weakening pound, London has shown how it is at the forefront of digitalisation, advocacy, entertainment, and business. Brexit or not, London has the foundations to continue magnetising Generation Z in the long-term.”
How the study was conducted:
Generation Z was first defined and contextualised based on research by the Pew Research Center. Those born between 1997-2012 are considered to be a member of Gen Z due to common key social, political, and technological circumstances. Born into the Fourth Industrial Revolution, a post-9/11 world, the climate crisis, and a global recession, Gen Z-ers are known to be digital natives who value security, diversity, and autonomy, and aim to achieve it through pragmatism and determination.
A shortlist of prominent, international cities were selected based on their reputation as destinations to pursue work and education, as well as those who have shown initiative to act on the demands of previous generations such as Millennials and Generation X. Originally, 100 cities were chosen for the final index, however 10 additional locations that are rising in economic strength were included in order to offer a more representative overview. The final selection of 110 cities is further based on the feasibility of collecting extensive, reliable data for the factors used to assess their livability, as well inclusion at a global scale.
Digitalisation was first measured through the integration of technology to everyday life such as e-governance, connectivity, and e-banking. The extent to which a city supports Gen Z values was then scored based on social equality, multiculturalism, and climate commitment. The prevalence of e-gaming events and concerts was accounted for in a Leisure Score. Finally, a business score was evaluated based on the entrepreneurial spirit fostered by a city through factors such as affordability, the density of social enterprises and coworking spaces.
The final result is an index composed of 22 indicators ranking cities worldwide based on their recognition of, and initiatives to prepare for this new, up-and-coming generation.
● London ranks highly for Gen Z values overall, and standing out for Social Entrepreneurship, Concerts, and Co-Working Spaces (#1), as well as Education and the AI Industry (#2).
● Copenhagen has the most advanced level of e-government development, followed by Australian cities in the index, Melbourne, Sydney, Brisbane, and Perth.
● Seoul is the highest-ranking Asian city for government digitalisation (#6, 97.86), scoring higher than London (#7), Stockholm (#12), and Singapore (#16).
● Singapore has the highest Connectivity/5G score, followed by Seoul and Stockholm. ● Sweden is the best prepared for digital payments and banking, with Stockholm, Malmo, and Gothenburg achieving the highest possible score of 100 in the study.
● The highest usage of digitalised mobility services such as bike-sharing and ride-hailing goes to Paris (100.00), followed by Bern (89.11), Shanghai (75.73), Amsterdam (75.21), and Tel Aviv (74.85).
● The cities with the highest percentage of users with digitalised social habits such as social media use and mobile applications for productivity and news are Doha, Manama, and Dubai.
● Boston offers the best education for Generation Z-ers, followed by London, Los Angeles, Zurich, and Singapore.
● Central and Eastern European residents benefit from the highest government commitment to user privacy and security in the study, with Athens, Prague, Brno, Tallinn, and Bucharest placing in the top 5.
● Internet users in Shanghai and Beijing have the lowest Privacy & Security score, followed by Muscat, Jakarta, Lagos, and Casablanca.
● Dubai has the highest percentage of foreign-born residents, making it the city with the highest concentration of internationals, followed by Manama and Doha.
● Miami (#4) is the only U.S. city to rank in the top 10 international cities, based on the percentage of foreign-born residents living in the city.
● Nordic countries have the most gender-equal societies, with Oslo, Bergen, Malmo, Gothenburg, Stockholm, and Helsinki ranking in the top six.
● Manila has a Gender Equality score of 79.43, ranking at #9, scoring higher than cities in France, Germany, the UK, and Canada.
● Madrid has the highest LGBT+ Equality score, followed by Helsinki, Barcelona, Amsterdam, and Copenhagen.
● Stockholm takes the strongest stance against climate change, followed by Zurich and Gothenburg. On the other hand, New Delhi, Lagos, and Beijing show the weakest commitment to climate action.
● Residents in Norway (Oslo, Bergen) have the most access to mental healthcare, followed by residents in Germany (Berlin, Hamburg, Frankfurt, Cologne, Stuttgart, Munich) and the UK (Glasgow, Manchester, Edinburgh, Bristol, London).
● Similarly, Norwegian cities score highest for healthcare (Oslo, Bergen), followed by Dutch cities (Rotterdam, Utrecht, Amsterdam) and Australian cities (Brisbane, Perth, Melbourne).
● Singapore has the highest Safety score, followed by Wellington and Osaka.
● 13 cities have the highest achievable score for the Right to Protest (Wellington, Bern, Stockholm, Bergen, Geneva, Copenhagen, Lisbon, Zurich, Oslo, Auckland, Porto, Gothenburg, Malmo).
● Seoul has the best Esports culture, followed by Los Angeles and London.
● London has the highest Concerts score, followed by Tokyo, New York, Los Angeles, and Paris.
● San Francisco is the most encouraging city for Entrepreneurial Spirit & Innovation, followed by Geneva, Bern, and Amsterdam.
● London has the highest registered number of Co-Working spaces, followed by New York and New Delhi.
● Bucharest is the most affordable city in the EU, followed by Warsaw and Budapest.
● 14 of the top 20 cities for Generation Z are in the 50 least affordable cities in the index. The six cities which rank highly for both Gen Z and affordability are Berlin, Manchester, Montreal, Gothenburg, Frankfurt, and Malmo.
● London has the highest Social Entrepreneurship score, with Toronto and New York making the top three. Berlin is the next leading European city (#14), followed by Paris (#15).
● Three of the top five cities for Social Entrepreneurship are in the United States (New York, Washington, San Francisco).
● San Francisco has the highest AI Industry score, followed by London, New York, Tel Aviv, and Paris.