Germany's Gen Z adopts cheap body sprays and shows growing distrust in institutions

Psychologists warn that a new attitude dubbed the “Gen‑Z‑Stare” is spreading among young Germans. Having grown up during the 2008 financial crisis and facing soaring housing, car and living costs, many in the cohort doubt that hard work guarantees stability. Data from SignalFire show a sharp drop in hiring of early‑career workers between 2019 and 2024, reinforcing a defensive outlook that can block new opportunities.

At the same time, the same generation is driving a budget‑friendly beauty trend. An 8‑euro body splash, such as Oliver United’s Floral Sparkling Fragrance, is rapidly replacing traditional perfume for its light, fresh scent and low price. The product’s popularity reflects Gen Z’s focus on affordable, low‑commitment lifestyle choices while navigating economic uncertainty.