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

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 ...

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

Behaviours

Emerging Youth: The Philippines

A locally aware and globally minded Filipino youth culture is emerging and ready to lead the country into the future.

Youth : Technology : Web3

Viewpoints

Gen Z are waking up the Energy Category

New York-based entrepreneur Jonah Reider is taking on the energy drinks market with an innovative on-the-go energy mist targeting the Gen Z consumer.

Youth : Wellness : Drinks

Big Ideas

Five Apps Introducing the Next Generation of Dating

Dating apps are evolving beyond the swipe, with new entries looking to align more closely with Gen Z’s relationship priorities and digital behaviou...

Youth : Media & Entertainment : Technology

Podcasts

Podcast: Bethany Koby-Hirschmann on Kids and Tech

The Future Laboratory co-founder Martin Raymond speaks to techno-optimist Bethany Koby-Hirschmann about the importance of a healthy relationship be...

Podcast : Society : Back To The F**kture

Big Ideas

How Learning Spaces are Evolving for Gen Zalpha

Aligning with changing youth ideals and shifting global forces, educational spaces are evolving to inspire young people to take charge of their fut...

Youth : Society : Education

Micro Trends

Sports Rebranded

Sporting bodies and brands are cementing appeal among Gen Z with rebranding campaigns that celebrate inclusivity and the joy of participation.

Youth : Sports & Leisure : Branding

Big Ideas

Five Disruptors Welcoming Women into Web3

As the Alternet evolves, Web3 innovators are leaning into Betterverse values to create a more inclusive digital landscape for women creators and in...

Media And Entertainment : Technology : Web3

Viewpoints

Why the Lingerie Sector must Evolve for Gen Z

Once considered aspirational, sculpted bodies clad in skimpy lingerie no longer cut it for Generation Z. How can brands shift the narrative and win...

Lingerie : Underwear : Generation Z

Big Ideas

Five Brands Pouring Wit into Wine Branding

A new generation of winemakers are challenging the sector’s stuffiness with unconventional branding and personalities that align with younger drink...

Drink : Food : Design

Viewpoints

Youth Culture is entering its Flat Age Future

TikTok trends were once thought of as the epitome of youth culture. Now, senior creators and retirement hobbies are blurring the lines between old ...

Social Media : Youth : TikTok

Big Ideas

Why Brands are Next-Gen Career Advisers

A new wave of workplace advisers are emerging to help Gen Z and Alpha navigate and shape the future of work and yet-to-exist job roles.

Youth : Media & Entertainment : Workplace

Viewpoints

Why Africa is the next hub for youth retail

What does it mean to be young and African today? The co-founder of modern African lifestyle platform Dola, Yannick Do, unpacks the vast opportuniti...

Youth : Media & Entertainment : Lifestyle

Big Ideas

Meet Tomorrow’s Alternative Investors

With traditional systems of monetary value and exchange under threat, four emerging investment communities are ushering in a new dawn for alternati...

Finance : Society : Youth

Viewpoints

How to remix the wellness model for Gen Z

Stephen Mai, the founder of Woo, a next-gen media brand merging content and retail, on how wellness can be reframed as feel-good culture.

Health : Wellness : Media

Markets

Gen Z Parenting Market

No longer the epitome of youth culture, members of Generation Z are having kids of their own, driving the parenting sector in unexpected new direct...

Gen Z : Fashion : Youth