“WE JUST WANT A GOOD NIGHT’S SLEEP” SAY GEN Z

The Property Marketing Strategists together with student accommodation provider UPP  have conducted one of the largest pieces of research with 2,500 Gen Z focusing on wellbeing in the home. It finds 86% want a quiet place to sleep, while 79% want to be able to control the level of darkness in their room and 65% want a good mattress. 

Sleep is as fundamental a need as breathing, eating and drinking, forming a vital function in aiding physical and mental recovery. The average Gen Z sleeps for 7.5 hours against the recommended amount of sleep of between 7-9 hours for this age category according to experts The Sleep Foundation. 

The research finds 77% of Gen Z feel a good night’s sleep aids their ability to manage their anxiety and mental health. Deloitte (2020) recently revealed that mental ill-health is costing £45bn a year to UK employers, and that every £1 invested in ways to support mental health would add 5X that value to the economy. 

Sarah Canning, co-founder of The Property Marketing Strategists comments, “Sleep is hugely important, and we know that Gen Z isn’t getting enough – it is a personal discipline, and Gen Z are glued to social media, negatively impacting their length and quality of sleep. But there is an onus on landlords too, a comfortable mattress is important (65%), as are blackout blinds (79%) and sound insulation (86%) and in doing this you are improving the attractiveness of the space along with improving the lives of tenants. These variables scored far higher than variables that were in tenants’ control such as how much alcohol (33%), recreational drugs they’ve taken (15%) or their diet (43%).”

“Investing in these are an initial cost, but they do pay dividends in the long-term. Better customer service and a better experience means that these providers will be rated higher. We know that 91% of Gen Z feel it’s important for a landlord to have a good review – and these factors will impact scoring.” Adds Sarah.

Mental health and wellbeing at home is enhanced when tenants can make their space their own, indeed some 55% of Gen Z state this is important to them. 

Jon Wakeford from UPP  added, “We know that accommodation is a key factor in supporting university retention rates, and building design quality in particular is a crucial aspect in thinking about the wider residential experience of our student residents. What we put in a space is just as important as the four walls. The offer needs to reflect how students wish to  live in these spaces – designing homes where bedrooms aren’t facing the road, windows have blinds, and if spaces are let with furniture, that mattresses good quality to enable renters to have a good night’s sleep.”

“This research provides further evidence of the importance of the built environment as  a support to mental wellbeing and importantly indicates that students have an expectation that this form part accommodation whether it be provided by universities or the private sector.” 

To learn more, and download the full report please visit: https://www.propertymarketingstrategists.co.uk/research or contact 07810 442 526