Data Reveals: The Most Attractive Cities for Generation Z

Data Reveals: The Most Attractive Cities for Generation Z

Study reveals the best international cities that support Generation Z’s values and vision by using data relating to advocacy, digitalisation, livability, and business opportunities.

  1. Despite Brexit, London is the #1 city for Generation Z. 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.
  2. Berlin   is the only city in the top 10, which does not fall into the top 50 cities with the highest cost of living.  Nevertheless, the capacity of these cities to meet Gen Z’s values and expectations overall earned their place at the top 10.
  3. Stockholm comes second for Gen Z-ers,  and   is the #1 city for Digital Payment & Banking, Environmental Action, and the Right to Protest.   Los Angeles ranks at #3, placing second for Esports and third for Education.

Berlin, Germany, September , 2019—A study revealing the best cities for Generation Z around the world has been released by on-demand housing platform, . After examining the best cities for millennials, Nestpick wanted to shine a light on Generation Z who are starting to graduate from university this year, and are now entering the workforce. Alongside facing global crises such as climate change, this digitally connected age group will also have to tackle artificial intelligence replacing humans, meaning that Gen Z-ers must train in machine learning to stay ahead of the curve. 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.

“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,” comments  Ömer Kücükdere, Founder and CEO of “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.”

To view the results and full methodology of the study, please refer to the results page here: