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

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

Gen Z Now and Next

Gen Z are entering adulthood burdened by global challenges, yet lack the tools or role models to drive the change they envision, leaving them paralysed by paradox

Markets

Gen Z Dating Futures

As dating app fatigue grows, in-person social spaces, sports, and college communities are emerging as popular screen-to-scene alternatives

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

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

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