Gen Z

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

Youth Culture in 2025

From immersive experiences to creator-driven content and innovative storytelling, pop culture and media innovators are reshaping how audiences engage with entertainment

Big Ideas

Kidult Craze

Adults are gravitating towards playful, non-digital items such as plush toys, collectables and nostalgic characters to reconnect with and heal their inner child

Markets

Teen Menstrual Health

Zalphas are coming of age in an environment where cultural stigmas and traditional views of menstrual management are being challenged

Macro Trends

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 of fandom

Behaviours

Gen Z in India

India’s Gen Z are reshaping tradition, blending heritage with global influences to promote sustainability, inclusivity, and individuality in the consumer landscape

Big Ideas

Kidult Craze

Driven by nostalgia and a desire for stress relief, adults are gravitating towards playful, non-digital items such as plush toys, collectables and ...

Pop Culture : Nostalgia : Hello Kitty

Micro Trends

Matrescence

The concept of matrescence highlights the profound physical, emotional and neurological shifts experienced by new mothers, presenting brands with a...

Health : Wellness : Parenting

Big Ideas

Rebranding Resale

The fashion resale market has had a rebranding. Upscaled marketing initiatives, luxury partnerships and circularity-led retail concepts are redefin...

Retail : Sustainability : Fashion

Markets

Teen Menstrual Health

The conversation around teen menstrual health is changing. Gen Alpha are coming of age in an environment where cultural stigmas and traditional vie...

Health : Wellness : Youth

Behaviours

Gen Z in India

India’s Gen Z are redefining tradition. Blending cultural heritage with global influences, their evolving values of sustainability, inclusivity and...

India : Gen Z : Identity

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

Behaviours

Women Futures: Australia

What is changing – and not changing – for women and girls in Australia? While younger generations are looking to new role models, others are still ...

Finance : Health & Wellness : Society

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

Women Futures: Saudi Arabia

Delve into the dynamic world of luxury in Saudi Arabia, where empowered women are redefining consumption patterns, driving entrepreneurship and inf...

Saudi Arabia : Luxury : Vision 2030

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

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