The Best City For Gen Z

September 6, 2019

London is the best city for Generation Z-ers, with a focus on values, the  city’s overall compatibility with Gen Z principles, ability to meet educational needs, and strong business opportunities, according to a new worldwide study by on-demand housing platform,

Stockholm is rated second best followed by Los Angeles.

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. 

The Nestpick 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,” said  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.”

Stockholm, which comes in second behind London, is the leading city  for Digital Payment & Banking, Environmental Action, and the Right to Protest. 

Third placed Los Angeles was second for Esports and third for Education.

Melbourne, ranks 23rd out of 110 for Generation Z worldwide.

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.

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