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

Viewpoints

It’s time to decolonise education, say Gen Z

Galvanised by the Black Lives Matter movement, Generation Z are using social media to (un)learn behaviours and catalyse decolonised education reform.

Youth : Education : BLM

Micro Trends

Music-powerment

Post-lockdown, Generation Z are seeking more democratised music communities, blurring the worlds of education and creation.

Music : Entertainment : Youth

Viewpoints

Gen Z Perspectives: UK

The latest edition of our Generation Z insight series reveals British teenagers’ pioneering attitudes to the Black Lives Matter movement.

Youth : Society : Dislocated World

Viewpoints

How Gen Z are reshaping the offline world

Young people have fashioned the digital world. Wilson Oryema, co-founder of Regenerative Futures, believes it’s time they revive offline systems too.

Youth : Sustainability : Civic Brands

Viewpoints

Gen Z Perspectives: India

In collaboration with 31st State, our new series unearths global insights on the biggest mindset shifts among Generation Z.

Youth : Mental Health : Health

Markets

Emerging Youth: Australia

Faced with one crisis after another, Australia’s youth are using digital platforms to reflect on their identities, educate their peers and satirise...

Youth : Australia : Covid-19

Viewpoints

Why Generation Z are creating activist-tainment

Tamseel Hussain, founder of Pluc TV, on how a ‘generation of misfits’ is driving more purposeful social media storytelling for India and beyond.

Youth : Media : Entertainment

Big Ideas

Socially distant dating

An increased reliance on virtual connectivity has resulted in innovations that enable daters to match from afar – and mitigate feelings of swipe fa...

Dating : Online Dating : Dating App

Big Ideas

Rebranding recruitment for Generation Z

Workplaces and education institutions are firing up their recruitment campaigns to focus on empathy, purpose and Gen Viz aesthetics.

Youth : Media : Workplace

Markets

Emerging Youth: Brazil

Disenfranchised by their president, young Brazilians are rejecting aspiration, reshaping religion and championing mindful social media.

Youth : Media : Digital

Viewpoints

Radical healing is the future of nightlife

Aisha Mirza, the founder of sober club night Misery, explains why embedding therapy into the night-time economy is empowering marginalised communit...

Youth : LGBT : Nightlife

Markets

Generation Homebody

Staying in is in. From TikTok bedroom dance-offs to CBD-infused bath bombs, the home has become Generation Z’s ultimate hangout.

Youth : Fashion : Wellbeing

Markets

Emerging Youth: Indonesia

Indonesia’s largely rural youth population are using digital channels to learn, cultivate micro-communities and reconnect with Islam.

Youth : Media : Education

Big Ideas

The emerging youth zines causing media anarchy

Zines are becoming the platform of choice for youth in Malaysia, South Africa, China and Brazil to express alternative views away from regulated me...

Youth : Media : Generation Z

Viewpoints

How to engage the Chinese travellers of tomorrow

Will Zhuang, Chinese ambassador for VisitYork and VisitLeeds, on how brands are re-imagining British culture for a new generation of Chinese touris...

Food : Travel : Tourism

Micro Trends

Piercing Pioneers

Brands are modernising the coming-of-age ritual of piercing for a new generation of teenagers who are keen to experiment with their identity.

Retail : Youth : DTC

Markets

Generation Z Stores

A youth boom is set to shake up bricks-and-mortar shopping, so retailers must adapt their strategies to meet the unique preferences of Generation Z.

Retail : Generation Z : Shopping

Micro Trends

Young Nativists

Generation Z are reconnecting with their indigenous roots, seeking communities and travel experiences that preserve ancestral knowledge.

Youth : Travel : Hospitality

Micro Trends

Skincare Networks

New online platforms are cutting through hyperbolic content with peer and expert advice designed to improve personal routines and product development.

Beauty : Skincare : Peer To Peer

Viewpoints

Inside Generation Z’s identity crisis

UAL students Nicole Angus and Nadine Gan, 21, and graduate Lucas Antunes, 23, discuss why cynicism, truth and self-education define today’s youth.

Youth : Generation Z : Media