LONDON, UK – To coincide with the launch of its unbelievable Hot Milkshakes range, new research from Costa Coffee reveals that the majority of Gen Z’ers (90%) are itching to try or experience something new this year but over two thirds (72%) are held back by uncertainty or fear.
From trying new foods, running a marathon, or embracing new and unbelievable challenges, tackling moments of uncertainty can result in a multitude of benefits. In fact, research from the Uncertainty Experts (the world’s largest research project into uncertainty) shows that stepping into the unknown can help increase our uncertainty tolerance and ability to not only try new things in 2024 but face life’s challenges with greater resilience.
A new year goal to embrace new and unbelievable experiences is more popular amongst Gen Z (56%) than Boomers, with only 18% of the older generation strongly agreeing that trying new things is a goal for the new year. However, Gen Z’s (27%) are over twice as likely to cite uncertainty and fear as the main thing that stops them from trying new things as compared to Boomers (13%).
Whilst boomers are more interested in self-enrichment, Gen Z seems to be more focused on self-improvement. For example, Boomers are more likely to have a goal to spend more time with loved ones (37%). Gen Z, on the other hand, are more likely to cite taking on new challenges (53%) and learning a new skill (36%).
The top challenges that UK Gen Z’s are eager to embrace this year are:
- Travel to new places (36%)
- Learn a new skill or hobby (36%)
- Spend more time with loved ones (27%)
- Try more new food and drinks (23%)
- Run a marathon (14%)
Costa Coffee knows that embracing new challenges is easier said than done, so the coffee chain has teamed up with the Uncertainty Experts to launch an Unbelievable Programme – encouraging Gen Z and the nation alike to shake up their routines and try something new and unbelievable this year.
Katherine Templar Lewis, lead scientist on the Uncertainty Experts (the world’s first course scientifically proven to increase your ability to embrace the unknown) says: “As a scientist who works with Gen Z frequently at University College London (UCL), I know that the younger generation is frequently held back by fear when it comes to trying new things. Neuroscience tells us that when we embrace moments of uncertainty our brains become more pliable and open. In fact, not having new experiences and learning new things can slow brains down and make them less responsive. It’s super important for Gen Z to take risks so I’m excited to collaborate with Costa Coffee on our ‘Unbelievable Programme’ to inspire new and unbelievable challenges this year, like trying Costa Coffee’s new unbelievable range of Hot Milkshakes.”
In collaboration with the Uncertainty Experts, Costa Coffee’s ‘Unbelievable Programme’ is bursting with tips and mini challenges for Gen Z to undertake to ‘Embrace The Unbelievable’. Including taking small steps, doing something differently, repetition, cultivating a positive mindset and practicing self-care.
Along with the programme, a simple way to ‘Embrace The Unbelievable’ is by visiting a local Costa Coffee store to try a new unbelievable Hot Milkshake. Costa Coffee has done the unbelievable and launched a new innovative range of indulgent Hot Milkshakes, available in three mouth-watering flavours; White Chocolate and Strawberry, Salted Caramel Coffee, and Chocolate Hazel, all unbelievably good. The hot and thick milkshake can be sipped through a straw which is designed to tantalise senses and provide an Unbelievable experience.
All three Hot Milkshakes are topped with tasty Light Whip, and depending on what flavour opted for, a choice of yummy sprinkles, sweet caramel vermicelli, or mouth-watering chocolate brownie crumbs. Whether it is a mid-day delight or your afternoon escape, consumers are in for a treat with these utterly intriguing new Hot Milkshakes.
Sandra Ferreira, Beverage Innovation Director at Costa Coffee says: “After a lot of research and development, we’re incredibly excited to launch our unbelievable Hot Milkshake range. We know that our customers come to our stores both for their favourite Costa coffees but also to try something new and unbelievably delicious – and our Hot Milkshakes tick all the boxes! From the mindboggling thick milkshake texture, to the innovative straw that works with hot liquid, our new Hot Milkshake have to be sipped to be believed!”
Embrace The Unbelievable this month with Costa Coffee’s Unbelievable Programme, which can be accessed here: Embrace The Unbelievable Programme.pdf
