A new study by LADbible reveals a sharp North‑South divide in how Gen Z feel about their accents. Just 9 % of those in the South East believe their accent defines their area, the lowest figure in the UK.
However, Swindon’s youth appear to be an exception.
While the town sits between the South East and South West, its younger generation is displaying a unique form of pride not rooted in speech, but in community engagement and personal growth.
The Youth Census 2025, the UK’s largest survey of young adults, found that 62 % of Gen Z say they feel proud of their hometowns, often because of connections to family and friends and a sense of comfort and belonging.
Language plays a role in local identity nationally, with 63 % of Gen Z saying their accent is a key part of who they are. But this breaks down regionally: for example, 45 % in the North East say their accent makes their area stand out, compared with only 9 % in the South East.
In Swindon, many young people are choosing to stay local to build creative industries careers, launch start‑ups and engage in community‑led projects.
Kris Talikowski, editor of Swindon24, said:
“Swindon’s youth identity is more about doing than declaring.
“There’s a quiet confidence here ‑ young people are finding purpose through local business, the arts, and digital projects, not necessarily through accent or regional labels.”
The broader research also highlights how Gen Z are deeply engaged with the digital world and wellbeing culture. Six in ten say that social media has changed the way they speak and nearly half (48 %) feel pressured to agree with popular political views online.
Heather Batten, Head of Insights at LADbible said:“Gen Z are growing up in a world that’s more connected (and more complex) than any generation before them. What stands out in this research is their ability to blend tradition with modernity: faith with feeds, ambition with wellbeing, individuality with community.
They’re deeply digital yet locally rooted, and while their values are evolving, the desire for meaning, stability and belonging remains as strong as ever. This is the most comprehensive insight we’ve had into this generation, and we’re proud to share it – shining a light on who Gen Z really are and what drives them.”
Top self‑care activities among Gen Z include spending time alone (69 %), with loved ones (61 %), exercise (60 %) and reading (46 %). One in three say they practise some form of self‑care every day.
In Swindon, this manifests in a growth of youth‑led fitness, wellness and creative enterprises, from independent gyms to social‑media marketing start‑ups.
“It’s easy to assume Gen Z are disconnected, but the research ‑ and what we see in Swindon ‑ shows the opposite,” Kris added.
“They’re thoughtful, grounded, and carving out meaning in new ways.”
