Emerging Youth

From East Asia to South America, we investigate the emerging youth populations rising up, reshaping heritage and challenging societal systems.

Reframing France
French youth are rejecting the old France mindset in favour of new regional role models

Brazil's Gen Z
Young Brazilians are rejecting aspiration, reshaping religion and championing mindful social media

Spirituality in South Africa
South Africa’s youth are forging new communities rooted in native dance and African spirituality
Emerging Youth: Canada

Emerging Youth: Canada:

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

 Canada : Youth : Society
Emerging Youth: China

Emerging Youth: China:

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

 Youth : Generation Z : China
Gen Z Perspectives: US

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
Gen Z Perspectives: UK

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
Gen Z Perspectives: India

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

Emerging Youth: Australia:

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

 Youth : Australia : Covid-19
Emerging Youth: Brazil

Emerging Youth: Brazil:

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

 Youth : Media : Digital
Emerging Youth: Indonesia

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
Emerging Youth: France

Emerging Youth: France:

Amid rising levels of national anxiety and pessimism, French youth are rejecting the old France mindset in favour of new, regional role...

 Youth : Digital : Technology
Emerging Youth: United Arab Emirates

Emerging Youth: United Arab Emirates:

Amid rapid economic growth and cultural development, young people in the UAE are kick-starting much-needed conservations around...

 Youth : Health : Culture
Emerging Youth: Ukraine

Emerging Youth: Ukraine:

Ukraine’s youth are using fashion, music and culture as tools to create a new vision of their national identity that can compete on a...

 Youth : Fashion : Ukraine
Emerging Youth: South Africa

Emerging Youth: South Africa:

Amid high unemployment rates, South Africa’s restless youth population are forging new communities rooted in native dance and African...

 Youth : Leisure : Workplace
Emerging Youth: South Korea

Emerging Youth: South Korea:

In a patriarchal society dominated by tradition, young South Koreans are choosing to forge their own paths rather than conform to...

 Youth : South Korea : Beauty
Emerging Youth: Nigeria

Emerging Youth: Nigeria:

Misrepresented by politicians, young Nigerians are reclaiming a sense of national pride through movements that will drive the future of...

 Youth : Fashion : New Masculinity
Emerging Youth: Japan

Emerging Youth: Japan:

Young Japanese consumers are more realistic, conservative and risk-averse than their predecessors, and are rethinking what it means to...

 Youth : Culture : Wellness
Emerging Youth: Mexico

Emerging Youth: Mexico:

A new form of counter culture is emerging in Mexico, driven by young consumers who are proud of their cultural heritage and outspoken...

 Youth : Fashion : Digital
Emerging Youth Travel Market

Emerging Youth Travel Market:

Emerging economies with youth populations eager to explore new territories will radically transform the travel and hospitality sector.

 Travel : Youth : Hospitality
Emerging Youth: India

Emerging Youth: India:

India has a highly aspirational youth population that has the potential to unlock vast economic and social progress.

Youth : India : Advertising
Emerging Youth: China

Emerging Youth: China:

The Chinese Dream is on the rise as the American Dream fades.

China : Youth Culture : Fashion
Emerging Youth: Russia

Emerging Youth: Russia:

Young consumers in Russia are spending more time with their friends, engaging in political debates and launching their own creative...

 Fashion : Advertising : Culture

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Stat: Covid disruption will cut Gen Alpha’s earning power

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Statistic : Youth : Covid-19
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A music video to inspire children to stay active

Non-profit Generation Pep! has launched a music video campaign that seeks to increase Generation Alpha’s activity levels while in lockdown.

Youth : Media And Entertainment : Covid-19
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