LSN : 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...

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

Behaviours

Emerging Youth: China

Gen Z are the first generation in China’s history to demand work-life balance, access to global culture through the internet and patriotic luxury g...

China : Youth : Gen Zalpha

Big Ideas

Modern Marriage

The US wedding industry is aligning with the values of Gen Z and Millennials in relation to key issues of affordability, mental health advocacy, su...

Marriage : Sustainability : Youth

Micro Trends

AI Believers

Navigating the normacrisis era, Gen Z are turning to AI sanctuaries for on-demand, personalised spiritual fulfilment, exploring existential questio...

AI : Spirituality : Technology

Viewpoints

Augmenting Beauty with Generation Z

Alternating between unapologetic body acceptance and inherited oppressive ideals, Gen Z consumers have grown desensitised to surgical alterations w...

Beauty : Ageing : Generation Z

Big Ideas

Gen Z and Luxury’s Future: FT Business of Luxury 2023

The 2023 FT Business of Luxury summit held in Monaco (21–23 May) offered a deep dive into decoding Gen Z consumers and the ensuing implications for...

Luxury : Gen Z : Youth

Micro Trends

Spiritual Cosplay

Gen Z’s appetite for mysticism has infused the fashion world, drawing on pseudo-spirituality and the cohort’s desire for escapism.

Youth : Fashion : Society

Micro Trends

Video Dating Futures

As users demand more authenticity when seeking romantic connections, dating apps are pivoting towards video-first formats.

Youth : Media & Entertainment : Technology

Behaviours

Emerging Youth: Japan

Unlike their peers in the US or Europe, Japanese youngsters are quietly rebelling amid political unrest and social fragmentation.

Youth : Fashion : Society

Micro Trends

Danse Macabre

Taking dark humour to the next level, Gen Z are using death as a day-to-day source of cringe comedy – but also relatability.

Youth : Media & Entertainment : Society

Micro Trends

Not Your Parents’ Car

Targeting the so-called car-averse Gen Z, the automotive sector is using innovative design and technology to forge new connections with young people.

Mobility : Youth : Sustainability

Big Ideas

Five Brands Rejuvenating Whisky

Meet the whisky-makers who are challenging the sector’s heritage with unconventional branding and marketing to reach younger drinkers without losin...

Drink : Advertising & Branding : Youth

Viewpoints

Heating up Luxury Fashion for Gen Z

Heat co-founders Mario Maher and Joe Wilkinson explain how their mystery box concept taps into Gen Z mindsets, while offering a new way for brands ...

Luxury : Fashion : Youth

Big Ideas

Four Tween Skincare Brands Prioritising Self-Care

Skincare brands have refocused their attention on Gen Alpha, releasing tween skincare lines that are gentle on skin and educate on building simple ...

Youth : Health & Wellness : Beauty

Micro Trends

Sober Bars

As Gen Z and the impact of the pandemic continue to inspire sober-curiosity, new establishments are emerging that provide a safe space to enjoy dri...

Drink : Entertainment : Society

Micro Trends

Collegiate Nostalgia

Collegiate-inspired fashion and entertainment is soothing Gen Zers who feel their youth was stolen by the pandemic.

Youth : Media & Entertainment : Fashion

Markets

Gen Z Digital Wellness Market

Digitally native Generation Z go online to learn, play, socialise, but also to heal and open up, and this is giving rise to platforms supporting we...

Youth : Wellness : Mental Health

Markets

Teen Fashion Market

Brands are re-imagining teen fashion with engaging activations spanning physical retail and the metaverse as the sector undergoes a global resurgence.

Youth : Fashion : Retail

Gen Z

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