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

Five fintech innovations for young home-buyers

As younger people strive to break away from being Generation Rent, a wave of fintech services are taking them from temporary tenants to first-time ...

Big Ideas

Five ways motorcycles are bridging youth culture

The motorcycle sector is finding new relevance with younger, lifestyle-driven audiences by fostering brand-led connections focused on creativity an...

Mobility : Youth : Fashion

Viewpoints

How to target next-generation leisure-seekers

Jade Akintola, founder of ITA Leisure, is elevating the outdoor goods market with a brand that lies at the intersection of nature, design and inclu...

Travel : Tourism : Leisure

Markets

Emerging Youth: US Hispanic

As one of America’s largest multicultural consumer groups, Hispanic youth are redefining their representation through activism, music and beauty.

Youth : Beauty : Music

Micro Trends

Coterie Consumerism

As e-commerce booms, Generation Z fashion brands are turning our digital habits into physical activations to make the shopping experience social ag...

Fashion : Retail : Youth

Big Ideas

The Gen Z messaging apps of tomorrow

Forget Snapchat and WhatsApp. Today’s youth are taking it upon themselves to create fluid social apps that nurture their multimedia friendships.

Youth : Media : Gen Z

Viewpoints

How resell culture will define Gen Z banking

Geri Cupi, CEO and founder of fintech disruptor Twig, discusses how the circular economy will transform young people’s perception of wealth.

Finance : Gen Z : Retail

Markets

Gen Z Hangout Market

Young people are breaking free from their lockdown cocoons, countering a year of isolation and under-stimulation with immersive, real-life social e...

Youth : Gen Z : Generation Z

Micro Trends

Out-of-work Networks

As young people face the brunt of an unemployment epidemic, the solo activity of job-hunting is being transformed into a community-driven pursuit.

Youth : Workplace : Technology

Big Ideas

Five influencers driving an everyteen revolution

The Generation Z creators and entrepreneurs who thrived during the pandemic by speaking to, spotlighting and disrupting the realities of ordinary t...

Youth : Media : Social Media

Viewpoints

Generation Z are ready to reboot dating

Marc Baghadjian, co-founder of Gen Z dating app Lolly, on how post-pandemic connections will be defined by video crushes and non-committal mindsets.

Youth : Dating : Social Media

Viewpoints

Brynn Wallner on future-proofing luxury marketing

The founder of Dimepiece, a platform educating women about luxury watches, says brands are failing to promote luxury as an investment.

Luxury : Youth : Branding

Micro Trends

Teen Ad-tivism

In a grand subversion of marketing, youth collectives and brands are using satire and brandstanding to distance themselves from capitalist hegemonies.

Youth : Marketing : Technology

Viewpoints

Gen Z audiences are rewriting entertainment

Aron Levitz, head of Wattpad Studios, explains how the storytelling app is creating an entertainment universe powered by data, fandom and teen crea...

Youth : Media : Entertainment

Markets

Metaverse Market

Expanding far beyond its gaming roots, the metaverse is becoming a youth hub in which the future of socialising, entertainment and creativity is al...

Entertainment : Gaming : Gen Alpha

Communities

Deprogrammers

Rejecting traditional education, this global youth community are using digital platforms, virtual tools and DIY content to educate, teach and liber...

Youth. : Youth : Media

Macro Trends

Reformation Generation

Marking a new era of collaboration between brands and Generation Z, opportunities are arising to re-assemble, decentralise and decolonise our outda...

Youth : Media : Technology

Markets

Emerging Youth: Canada

With little desire to return to normality, Canadian youth are seizing their own futures through upskilling, community healing and support of indige...

Canada : Youth : Society

Viewpoints

The youth voices of Intersectional Environmentalism

With one-size-fits-all sustainability goals excluding people of colour, Gen Z are combining social justice with environmental activism.

Youth : Sustainability : Intersectionality

Viewpoints

Asian youth’s sonic renaissance

Eastern Margins founder Lumi and creative director Adanko discuss how music can be used as a tool for resistance among the East and Southeast ...

Youth : Music : Nightlife