Gen Z

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

Gen Z Now and Next

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 change they want to see, they find themselves paralysed by paradox

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 individuality are reshaping the consumer landscape

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 way for screen-to-scene connection

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

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 of complaining

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...

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

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