Gen Z

Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.

Macro Trends

Game-Changers: The Future of Sports Fandom

By embracing new technologies, geographies and audiences, sport is becoming bigger than ever and offering valuable lessons on nurturing a new era o...

Sports & Leisure : Fashion : Pop-culture & Media

Markets

Gen Z Dating Futures

As consumers experience dating app fatigue, in-person social spaces, sports, and college communities are emerging as popular alternatives, making w...

Youth : Dating : Identity

Micro Trends

Erotic-tainment

A backdrop of sex-averse culture is only making audiences thirstier, leading to an explosion of entertainment that brings smut to the masses.

Sex : Entertainment : Erotica

Behaviours

Gen Z in Singapore

Singaporean Gen Z are facing burnout, driven by economic pressures and climate change anxiety, but beware of their national pride and willingness t...

Singapore : Emerging Youth : Gen Z

Micro Trends

Safe Hate Spaces

Showing off their most embarrassing petty grievances, a new wave of content creators are building safe havens to normalise and connect over the act...

Content Creator : Youth Culture : Dark Humour

Behaviours

Gen Z in Australia

Amid fractious global politics, national housing shortages and looming recession, Australia’s youth are connecting via grassroots activism and new ...

Australia : Gen Z : Loneliness

Behaviours

Emerging Youth: The Maghreb

After years of political instability and social unrest, the Maghreb’s youth are still standing up for their beliefs and making themselves heard thr...

Youth : Society : Culture

Design Directions

Rebranding Nature

To lure Gen Z outdoors and engage them in conservation and climate activism, nature itself is getting a rebranding.

Design : Sports & Leisure : Sustainability

Behaviours

Emerging Youth: Saudi Arabia

In Saudi Arabia, digitally savvy Gen Z, fuelled by a profound cultural pride and a thirst for global experiences, are redefining retail, luxury, ho...

Saudi Arabia : Gen Z : Middle East

Macro Trends

Gen Z Now and Next: From Vision to Contradiction

Gen Z are stepping into adulthood carrying the weight of the world on their shoulders. Without the tools or role models to help them enact the chan...

Generations : Gen Z : Demographics

Micro Trends

Reading Raves

Communal reading events are attracting young consumers for their unique blend of socialising and serenity.

Reading : Books : Gen Z Loneliness

Markets

Authentic Avatars

Meet the innovators adopting an intersectional approach to make digital avatars more authentic.

Gaming : Pop-culture & Media : Technology

Behaviours

Emerging Youth: Nigeria

Scarred by years of social unrest and a cost of living crisis, Nigerian Gen Z are split between hopes of creativity in local music and film and a g...

Youth : Nigeria : Nigeria

Big Ideas

Brand Innovation Debrief: Elf Beauty

In 2023, Elf Beauty secured its position as Gen Z’s cosmetics brand of choice. From duping Dior to capitalising on Jennifer Coolidge’s rebounded ce...

Beauty : Gen Z : E.l.f Beauty

Markets

Redesigning Higher Education Spaces

From fostering wellbeing to embracing climate consciousness and immersive tech, we explore how higher education spaces are evolving to meet the div...

Higher Education : Future Of Education : Remote Learning

Micro Trends

Gen Z Activism

As polarisation deepens in the US, Gen Z are using their voice online, and in office, to create change.

Society : Youth : US

Behaviours

Emerging Youth: UAE

The UAE’s Gen Z are leading the nation’s evolution by redefining tradition to mirror their own values and vision.

Youth : UAE : Gen Z

Big Ideas

America’s New Age of Parenting

Between tiger moms, helicopter dads, elephant parents, drone guardians and more, the US is experiencing a significant shift in parenting styles – c...

Youth : Health & Wellness : Society

Micro Trends

TikTok Travel Agents

Digital collectives are tapping into algorithms to create a new iteration of hyper-relatable ‘travel agents’ for the influencer era.

Travel : Media : Hospitality

Viewpoints

The New Normal: Gun Violence in America

As gun violence reaches an epic scale, our US foresight analyst Carly Ettinger explores the rise of the gun safety tech market – and what this reve...

Gun Safety : US : Security

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