Gen Z

Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.

Scattered Schools

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
Emerging Youth: China

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
How beauty is being refined for Generation Z

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
Gen Z Perspectives: US

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
Alumni Incubators

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
It’s time to decolonise education, say Gen Z

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
Music-powerment

Micro Trends

Music-powerment

Post-lockdown, Generation Z are seeking more democratised music communities, blurring the worlds of education and creation.
Music : Entertainment : Youth
Gen Z Perspectives: UK

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
How Gen Z are reshaping the offline 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
Gen Z Perspectives: India

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
Emerging Youth: Australia

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
Why Generation Z are creating activist-tainment

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
Socially distant dating

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
Rebranding recruitment for Generation Z

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
Emerging Youth: Brazil

Markets

Emerging Youth: Brazil

Disenfranchised by their president, young Brazilians are rejecting aspiration, reshaping religion and championing mindful social media.
Youth : Media : Digital
Radical healing is the future of nightlife

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
Generation Homebody

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
Emerging Youth: Indonesia

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
The emerging youth zines causing media anarchy

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
How to engage the Chinese travellers of tomorrow

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
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