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

Macro Trends

The Future of Sports Fandom

By embracing new technologies, geographies and audiences, sport is becoming bigger than ever and offering valuable lessons on nurturing a new era of fandom

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

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

Micro Trends

Scattered Schools

With remote studying the new norm, school is becoming something that is no longer a physical space but a dispersed learning experience.

Youth : Generation Z : Travel

Markets

Emerging Youth: China

Showing their post-pandemic resilience, young Chinese are fusing highly disparate worlds: cloud raves, pastoral living and nostalgic apparel.

Youth : Generation Z : China

Big Ideas

How beauty is being refined for Generation Z

New brands are targeting teens by re-inventing coming-of-age skincare rituals for a more pragmatic – but still visual-first – generation.

Youth : Beauty : Skincare

Viewpoints

Gen Z Perspectives: US

Yale graduate Tarek Ziad unpacks the phenomenon of cottagecore and what’s driving Generation Z’s whimsical fascination with rural living.

Youth : Workplace : Digital

Micro Trends

Alumni Incubators

As Covid-19 risks stunting Generation Z’s career prospects, brands are stepping in to nurture the next generation of talent.

Youth : Workplace : Fashion

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

You have 3 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.

BECOME A MEMBER