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

Big Ideas

Kidult Craze

Adults are gravitating towards playful, non-digital items such as plush toys, collectables and nostalgic characters to reconnect with and heal their inner child

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

Behaviours

Gen Z in India

India’s Gen Z are reshaping tradition, blending heritage with global influences to promote sustainability, inclusivity, and individuality in the consumer landscape

Big Ideas

Education in 2030: Neo-Knowledge Exchanges

With hyper-connected living and longer lifespans questioning the relevance of traditional schooling, we look forward to 2030 when education exists ...

Youth : Education : Scenario

Markets

Emerging Youth: Saudi Arabia

Driving a shift from collectivism to individuality, young Saudis are at the forefront of their country’s major sociocultural, economic and progress...

Youth : Society : Fashion

Big Ideas

Exhibition: Objects for a New Kind of Society

At Dutch Design Week 2021, Dutch Invertuals and The Future Laboratory are together examining how design will shape our experience of future cities.

Design : Technology : Place Making

Markets

Emerging Youth: AfroLATAM

Despite historical socio-economic disadvantages, Black Latin Americans are making themselves heard through a unique sense of unity and resilience.

Youth : Media : Workplace

Markets

Next-generation Watch Market

An industry long steeped in traditional values, the luxury watch sector is undergoing a transformation in an attempt to woo a new generation of you...

Luxury : Watches : Retail

Big Ideas

Travel in 2030: Slow Honeymoons

In this fictional future scenario, we meet Ming and Hui, a Generation Z couple who are struggling to balance their climate commitments with their h...

Travel : Sustainability : Carbon Neutral

Markets

Emerging Youth: Poland

Despite living under an ultra-conservative government, Polish youth are gaining the strength to fight for feminist and LGBTQ+ rights by increasingl...

Youth : Nightlife : Activism

Big Ideas

Five brands reframing nootropics for Generation Z

Exploring a breadth of natural brain-boosting ingredients, a raft of new brands are creating products tailored to the needs, concerns and moods of ...

Drinks : Youth : Health And Wellness

Micro Trends

Curator Kids

As young people navigate an age of information overload, they are revolting against the relentless creation of content – and choosing to curate it ...

Youth : Media : Alternet Economies

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 ...

FinTech : Mobile Money : Mortgages

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