Cancer care is a talking point for Gen Z, Pubity research reveals

Generation Z have been commenting in their thousands on the new cure for rectal cancer that was posted on the Pubity Instagram page last week.

The new cure has left doctors stunned after seeing the cancer vanish from all the patients who took part in the trial at the Memorial Sloan Kettering Cancer Center (MSK) in New York. The cure is raising hopes that this will be the ‘tip of the iceberg’ when it’s used in other forms to help people who have the disease.

When the story was posted on the Pubity it quickly received more than 2.2 million likes, and 16,000 comments and reached an astonishing 17.4 million global users.

Thousands of concerned young people began an online debate on the page, many hoping the medical breakthrough would be the panacea the world needs for people suffering from all forms of cancer.

Street talk

As a result of the post’s popularity, Pubity sent a team of video creators onto the streets of Manchester, UK, to see if young people would react in a similar way to their peers online. The public debate highlighted that despite their youth Generation Z are keen to talk about their fears on how cancer could affect them and their loved ones. Indeed, many spoke about their personal experience with the disease.

Sophie Goodman, a content creator at Pubity, interviewed a number of young people about the cancer success story: “We noticed how well the post did on Pubity so we decided to go out onto the streets of Manchester and talk with people.”


Sophie admitted people were initially defensive about talking to reporters but “as soon as I mentioned the word ‘cancer,’ they just started talking to us. One girl who was extremely hesitant to talk with me, but then really opened up when we spoke about the disease. Like many others we spoke to, she starting sharing her own tragic story of losing both her parents to the disease.”

Sophie said that the tragedy of cancer is that it’s so prevalent in our lives that making it a mutual conversation – even on the streets of a city – was easy: “Most young people seldom talk about the disease, but after speaking to them I found that cancer had pretty much affected everyone to some degree or other. And everyone certainly had views they wanted to share – it was a really interesting learning experience.

“Most older people discount Generation Z as obsessed with social media and celebrity culture, but everyone I met showed an eagerness to talk about cancer as something that was incredibly important to them.”