Editor's NoteGeneration Z (those born in the late 1990s to early 2010s) is recognized as the generation leading culture and trends in a rapidly changing era, setting new standards across society. In [The World is Zgold], we shed light on the lives and values of Generation Z around the world, exploring how they are transforming society.
A lifestyle of avoiding gatherings and spending time alone at home is spreading, especially among younger people. Instead of going out late at night to enjoy drinks, more young people are choosing to stay home and focus on self-care. This trend has given rise to the new term "GrandmaEra."
7 Out of 10 Generation Z in the UK "Don't Go Out for Days"
7 out of 10 Generation Z in the UK say "I don't go out for days" Thanks to social media and delivery apps, reasons to leave the house have disappeared '#GrandmaEra' TikTok hashtag surpasses 20 million views 'Quiet well-being' spreads as they enjoy baking and self-care Sharp decline in social activity participation after the pandemic in Korea as well
According to a recent survey conducted by the British Columbia Tourism Board in Canada of 2,000 adults in the UK, 67% of Generation Z respondents said they "stay at home for several days without going out." More than half (57%) of Millennials gave the same response, while 43% of parents said that "the current generation of children engage in fewer outdoor activities than they did in their own childhood."
The main reason for this phenomenon is the increase in screen time, such as smartphones and TV. According to the UK communications regulator Ofcom, the average daily screen time for UK adults was just 1 hour and 36 minutes in 2013, but increased to 4 hours and 20 minutes last year. In particular, 48% of respondents aged 16 to 24 said, "I spend too much time on social media," compared to only 8% among those aged 65 and older.
The British daily newspaper The Independent analyzed, "The issue is not simply the increase in screen time, but the fact that now, through apps, people can manage almost every aspect of life without taking a single step outside the house." The article continued, "People order food through delivery apps, experience a sense of fake connection via social media, enjoy fleeting excitement through dating apps, and consume millions of pieces of content on Netflix and YouTube. With the rise of remote work, it has essentially become an era where there is no need to leave the house." As a result, the development of various digital services has greatly reduced the need to go out compared to the past.
The Term 'GrandmaEra' Emerges on TikTok
If you search for 'GrandmaEra' on TikTok, you will find a variety of posts appearing one after another. TikTok
Online, the term "GrandmaEra" has emerged to reflect the characteristics of Generation Z. This phrase compares a lifestyle of spending quiet time at home, rather than enjoying active nightlife or parties, to "living like a grandmother." On TikTok, the hashtag '#GrandmaEra' has been used more than 20 million times, spreading rapidly. Related videos mainly show people focusing on self-care and hobbies such as baking, playing the piano, self-care routines, and gardening instead of going out.
Some view this as a positive shift toward prioritizing well-being, but there are also concerns that excessive focus on self-care could lead to social isolation. Daisy Jones, an editor at British Vogue, said, "For many people, 'self-care' essentially means staying at home and not meeting others," adding, "In recent years, this self-care culture has become noticeably more prominent."
"Generation Z Avoids Parties, Chooses Coffee Over Alcohol"
A similar trend is underway in the United States. In June, the New York Post highlighted Generation Z's new culture in an article titled "Generation Z Avoids Nightlife, Now Plans 'Morning Raves' with Espresso Instead of Vodka." Morning raves refer to parties held in the morning, where people drink coffee, dance, and socialize early in the day.
The media outlet reported, "Generation Z has entered the 'GrandmaEra' somewhat early," and added, "They are choosing early mornings over late nights, and coffee over alcohol. Generation Z no longer wants to enjoy parties like in the past."
The situation in Korea is not much different. Since the COVID-19 pandemic, the culture of social gatherings has shrunk, and participation in social activities is on the decline. According to Statistics Korea, the social group participation rate last year was 52.3%, a decrease of 5.9 percentage points from 58.2% in 2023. By age group, those in their 50s had the highest participation rate at 59.0%, while those in their 20s had the lowest at 49.0%.
