A new study of 2,000 adults has found that Gen Z are increasingly prioritising self-care and comfort over hustle culture. One in five Gen Zers admit they are worn out by the demands of 'hustle culture', with 44% frequently choosing to spend the entire day in bed as the ultimate form of self-care.
A third said they would gladly book a day off work purely to 'bed rot' - dedicating a whole day in bed to rest and recuperation - while 26% even pencil these days into their calendars. During bed-rot days, their preferred pastimes include scrolling through social media (57%), watching TV (35%) and binge-watching films (35%).
According to the survey of 2,000 adults, 55% of Gen Z place comfort above all else and wholeheartedly embrace 'cosy culture', as 26% now believe slowing down is a luxury in modern society. In response to these findings, Cadbury &More has teamed up with social media star Nella Rose to launch a 'Bed Retreating Service' inspired by the comforts of a five-star hotel experience at home, which can be won through the @cadburyuk Instagram account.
Gen Z Use Bed Rotting as a Form of Self-Care
Ellie Swales, brand manager, said: "We're seeing more people embrace staying in and making downtime feel a little more indulgent. Whether it's a duvet day, comfort snacks or a cosy night at home, people are increasingly turning simple moments into something special. We are pleased to help people reclaim their time and turn a night under the covers into an indulgent pastime."
The OnePoll.com research also revealed that staying in bed now competes with social sports, with 26% of young adults confessing they would ditch activities, such as run clubs or padel, in favour of relaxing under the duvet. It also showed 11% are even transforming their own homes into the ultimate five-star experience, ensuring their room is stocked with snacks (53%) and fresh sheets (43%).
Nella Rose Enjoys the Ultimate Luxury ‘Bed Retreat Service’
This ultimate quality time is carefully planned too, with 60% of 18-29-year-olds scheduling a comfortable day in bed with their partner and loads of snacks – describing this as their preferred way to recharge. Potential partners should also pay attention as the ultimate bed retreat arrangement could influence romantic prospects, as 19% of Gen Z acknowledge they assess a love interest based on their bedroom amenities.
Ellie Swales added: "Gen Z are redefining what it means to unwind, with staying in bed emerging as a legitimate alternative to more traditional social plans. For many, a well-curated 'bed day' complete with comfort, snacks and quality time now feels more indulgent than a night out. It's also influencing relationships, with bedroom set-ups and at-home comforts becoming an unexpected new metric for compatibility."
