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London ranked top city in the world for Generation Z

Thousands of graduates across the UK will move to London this month in the hope of embarking on a successful career, despite the extortionate rents and living costs associated with living in the capital.

Despite high costs and Brexit, London has been ranked the number one city in the world for  Generation Z - individuals born between 1996 and 2010, who are about to enter the workforce and bring with them completely different priorities, values and needs - adding to high demand for rental accommodation in the city; an attractive proposition for buy-to-landlords in the capital. 

Research by Nestpick, an on-demand housing platform, looked at the best international cities that support Generation Z’s values and vision by using data relating to advocacy, digitalisation, livability, and business opportunities, with London ranking number one out of 110 for Generation Z worldwide.


With a focus on values, London’s overall compatibility with Gen Z principles, ability to meet educational needs, and strong business opportunities makes it the strongest-performing city in the index.

This index aims to determine which cities around the world are meeting their needs, and how they are making themselves attractive destinations to appeal to the creators, advocates, and pioneers of tomorrow.

Ömer Kücükdere, founder and CEO of Nestpick, said “Taking a values-centric approach to this study, we looked into which cities around the world best understand, advocate, and embody the principles Gen Z-ers prioritise. 

“Interestingly, despite the uncertainty surrounding Brexit and the high costs of living, our research has found that London ranks first overall.

“Adding on to the advantages of a weakening pound, London has shown how it is at the forefront of digitalisation, advocacy, entertainment, and business. Brexit or not, London has the foundations to continue magnetising Generation Z in the long-term.”

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    Generation Z , the under 25s then, would not touch them.


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