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The Business Case for Confidence

Confidence isn’t just personal - it’s relational, professional, and cultural.

Confidence powers productivity & teamwork

→ Self-esteem powers productivity:​​​

  • People with higher self-esteem are happier, more productive, and show greater initiative and creativity

  • Self-esteem is one of the strongest predictors of happiness and emotional wellbeing

  • Gen Zs self-belief at work is 14% lower than their older colleagues

  • Confident employees navigate change more effectively and adapt faster to challenges

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→ Self-esteem & Self-belief create better teams:

  • Those with strong self-esteem are more likely to grow, collaborate, and stay committed long-term

  • Envy - often rooted in low self-worth - increases turnover risk

  • People who know and utilise their strengths are 6x more engaged and 12.5% more productive

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What this means for businesses: 

Self-esteem is a strategic cultural advantage. It fuels motivation, leadership, and performance. Yet, 1 in 2 people feel more self-doubt than self-love, so imagine how that’s showing up in your workplace every day. ​

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Confidence builds
Gen Z retention

→ Gen Z crave meaning and connection:

  • 73% of Gen Z feel lonely “always or sometimes”​

  • Millennials and Gen Z struggle most with self-esteem

  • 3 in 4 managers struggle to connect with Gen Z at work, citing a lack of drive - what’s often missing is connection and alignment​

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→ Get Z expect brands to understand them

  • Gen Z value authenticity, depth, and belonging in the workplace

  • According to EY, their most important value at work is "being true to oneself"

  • They value deeper connections - seen in the rise small communities like run clubs

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What this means for businesses: 

By 2030, Gen Z will make up 30% of our workforce. Brands that build community and connection will gain Gen Z’s loyalty.​ Confidence should be part of your EVP - it's your brand's competitive advantage, maximising attraction and retention.

We're in a global confidence crisis

→ Mental health is the world’s #1 health concern​​

  • 50% of people feel more self-doubt than self-love

  • 3 in 5 people say stress impacts their daily life

  • Gen Z struggle most with their mental health and self-esteem, with anxiety at an all-time high

  • Younger generations have missed work due to stress, that's 54% of Gen Z and 47% of Millennials

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→ Social media is distorting self-image

  • Gen Z and Millennials are the biggest users of social media, spending 2h+ every day on social platforms 

  • 50% of social media users edit their photos before posting

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→ The rising demand for meaningful wellbeing

  • Younger generations spend more on wellness products than any other generation

  • 75,000 people download the mindfulness app Calm every day 

  • 49% of Gen Z say they don't feel purpose in their daily activities

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What this means for businesses: 

Building confidence is essential for innovation and overall performance. Businesses need to go beyond surface-level wellbeing, and build spaces that foster self-belief, self-worth, and community. Because when you help people believe in themselves, they'll believe in your business too.

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Why we're all about confidence you can feel

→ The brain remembers emotion:

  • 90% of buying decisions are made subconsciously and emotionally

  • Emotionally charged events are up to 70% more memorable than neutral ones

  • Emotions activate the amygdala, the brain’s memory centre, making experiences more memorable​

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→ Connection creates community - and loyalty:

  • In an age of digital noise, people crave meaningful connection

  • Behavioural research shows us that emotionally engaged customers are 3x more likely to recommend a brand and 2x more likely to stay loyal

  • Millennials and Gen Z don’t just buy into products - they buy into meaning, identity, and community.

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→ We’re in an identity search era:

  • The life coaching industry worth £4 billion continues to grow, driven by people seeking purpose and meaning

  • 75% of Gen Z and Millennials say they are more likely to engage with brands that reflect their values and identity.

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What this means for businesses: 

If people don't feel something, your brand won’t be remembered, shared, or cared about.

That’s why our approach is both data-led and emotionally intelligent. So that people don’t just attend an experience - they remember it... and come back.

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