How Generation Z develops self-esteem – from loss of control to adaptation.
An in-depth psychological-representative study from rheingold salon compiled for NCV – Nederlandse Cosmetica Vereniging
There are many studies that examine the values, preferences or media use of adolescents and young adults. However, the actual transition to adulthood is often neglected. What are the concerns and hardships involved in becoming a man or a woman? How do young people deal with the typical mood swings that emerge during puberty or as a result of burgeoning sexuality? How do they develop self-esteem and confidence in terms of how they are perceived by others? The development of self-esteem in these turbulent times, including the role of cosmetics, is the focus of the in-depth psychological representative study with adolescents and young adults between 14 and 21 years of age, conducted by rheingold salon. The study builds on a German youth study, which is the basis for the results. Growing up might be influenced by cultural differences, therefore rheingold salon conducted an in-depth psychological-representative study with Dutch young people with an emphasis on differences and similarities. A total of 16 young people aged between 14 and 21 years disclose their attitudes and views in face-to-face interviews. In a representative quantitative survey 1,036 adolescents and young adults aged between 14 and 21 years were interviewed online..
We were not only interested in the values of young people, but also in the underlying reasons: Why and how did these values come about? Furthermore, we wanted to find out what role the body and/or physical appearance play in the minds of this target group. What influence does taking care of their appearance have on their self-esteem? Can cosmetics and personal care support young people in their phase of self-discovery? The results of the in-depth psychological study show youth undisguised – including aspects that young people usually prefer to hide.