Gen Z now views a 'checking in' text or liking a post on social media as a bigger sign of care than being made a cup of tea. A poll of 2,000 adults revealed 42% of those aged 18-29 show they care by tagging someone in a meme, compared to just 4% of Boomers.
And 40% of Gen Z feel technology has had a positive impact on how they express care. But while they're more likely to turn to digital displays of affection, Gen Z are also the most likely to make a special effort for their loved ones, with 69% going out of their way to care for others. This drops to just 40% of Boomers.
Digital displays of affection
The research was commissioned by AXA Health as part of its Cover that Cares campaign. CEO Heather Smith said: "It's brilliant to see how much importance Gen Z place on showing they care to the people they love, often through digital means, and how they clearly recognise that staying connected is vital."
"In a world where small acts can significantly boost mental and emotional wellbeing, it's clear that these moments of care are important and valued. It's a reminder that caring isn't just about grand gestures – it's about staying connected in ways that matter and feel authentic and natural," she added.
"We want everyone to remember that a simple check-in, however you choose to do that, whether via meme, voice note, or an in-person visit, can make a huge difference and really show you care."
Hugs and in-person visits
The study also found that while visiting someone in person came out as the top way to express care across all generations (71%), 27% think sending a gift can make up for not seeing someone face-to-face.
While 31% of Boomers would rather visit someone in person than send them a text, the opposite was found for Gen Z, as 33% would rather send a text than visit someone in person (25%). However, it also emerged that when it comes to hugs, Gen Z are the biggest fans with 74% saying they'd give someone a cuddle.
Founder and dancer of dance group Diversity, Ashley Banjo, who is supporting the campaign alongside his mum Danielle, said: "I'm extremely lucky to have such a close relationship with my mum. I regularly pop over with the kids for a catch up, so while I'm all for younger generations sending memes and texts, I love to see my loved ones face-to-face."
"But, it's great to see they could be turning the UK into a nation of huggers! For me and my mum, hugs are a way to show support for one another and that you care."
Feeling uncared for
Of those who don't often show care, feeling awkward (24%) was the most common reason for this. While others blamed the cost (19%) and it taking too much time (19%), according to the One Poll research.
And while friends (53%), spouses (46%) and children (46%) came out as the top people cared for most, 16% of people said they don't feel cared for by others.
Heather Smith added: "While for many of us face-to-face interactions bring us a lot of joy and help strengthen bonds, there's no doubt technology has given us so many great, and easier, ways to stay connected. With one in six people feeling uncared for, it's a powerful reminder that even small gestures, like making time for a quick phone call or sending a message can have a big impact and help prevent feelings of isolation and loneliness."
"At AXA Health, we believe that small, consistent acts of care not only strengthen relationships but also contribute to our mental wellness. Let's remember that showing we care, in whatever way works best, can truly make a difference in someone's life."
The top 20 ways Gen Z show care include giving someone a hug (67%), visiting someone (65%), calling someone (62%), listening to someone (62%), cooking a meal (54%), direct messaging them on social media (53%), buying them a drink (52%), buying them chocolate (52%), sending a 'checking in' text (49%), liking their post on social media (48%), sending a card (48%), planning a surprise (48%), making tea or coffee (46%), buying flowers (46%), buying dinner (46%), making something (46%), commenting on a social media post (45%), sending a photo of you together (45%), and reacting to their Instagram story (43%).
