Emerging Youth

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

Filipino Futures
A locally aware and globally minded Filipino youth is emerging to lead the country into the future

Surfacing Saudis
Young Saudis are at the forefront of their country’s major sociocultural and progressive changes

AfroLATAM ascending
Black Latin Americans are making themselves heard through a unique sense of unity and resilience
Emerging Youth: The Philippines

Emerging Youth: The Philippines:

A locally aware and globally minded Filipino youth culture is emerging and ready to lead the country into the future.

 Youth : Technology : Web3
Emerging Youth: Vietnam

Emerging Youth: Vietnam:

With more young people living in Vietnam than ever before, this generation are using the country as a canvas on which to project...

 Vietnam : Youth : Emerging Youth
Emerging Youth: Saudi Arabia

Emerging Youth: Saudi Arabia:

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

 Youth : Society : Fashion
Emerging Youth: AfroLATAM

Emerging Youth: AfroLATAM:

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

 Youth : Media : Workplace
Emerging Youth: Poland

Emerging Youth: Poland:

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

 Youth : Nightlife : Activism
Emerging Youth: US Hispanic

Emerging Youth: US Hispanic:

As one of America’s largest multicultural consumer groups, Hispanic youth are redefining their representation through activism, music...

 Youth : Beauty : Music
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

Related to Emerging Youth

Germany will grant a cultural allowance to every 18-year-old News

Germany will grant a cultural allowance to every 18-year-old

From 2023, teenagers in Germany turning 18 will be eligible for a new benefit, promoting wider access to culture among the country’s youth.

Design : Media And Entertainment : Society
Stat: Americans have mixed feelings about brands on Twitter News

Stat: Americans have mixed feelings about brands on Twitter

Should brands still advertise on Twitter? Morning Consult has polled consumers on how they feel about brands still using Twitter despite the recent controversy.

Stat : Stats : Statistic
Tech curriculums are needed to future-proof British jobs News

Tech curriculums are needed to future-proof British jobs

In the future, the UK could be facing a shortage of workers if schools fail to introduce tech-focused curriculums that cover topics such as AI and computer science.

Stat : Stats : Statistic
Five innovators empowering football activism Big Ideas

Five innovators empowering football activism

With the 2022 FIFA World Cup under way, change-makers are using football as a platform for protest and progress.

Youth : Sports & Leisure : Society
Stat: Social media is driving impulse buying among young consumers News

Stat: Social media is driving impulse buying among young consumers

GWI’s latest research looks at social media’s ever-growing impact on how consumers find and purchase products online, as two in five younger consumers admit they make regular impulse buys.

Stats : Stat : Statistic
AI drives new synaesthesia-inspired tool for music synthesizer News

AI drives new synaesthesia-inspired tool for music synthesizer

Design agency Modem Works has created a digital extension for the Teenage Engineering OP–Z media synthesizer inspired by the perceptual phenomenon of synaesthesia.

Media And Entertainment : Technology : Youth
Stat: Generation Z begin to prioritise metaverse style over real life News

Stat: Generation Z begin to prioritise metaverse style over real life

Young people are heavily invested in digital fashion: in the US, two in five members of Gen Z now say they care more about how they express themselves through style in the digital world than in the real world.

Youth : Media & Entertainment : Fashion
Stat: US families aren’t getting what they need from travel brands News

Stat: US families aren’t getting what they need from travel brands

Intelligence firm Morning Consult's latest research has revealed that the perception of travel brands as family-friendly is low.

Society : Travel & Hospitality : Youth
Meet the first Gen Z member of US Congress News

Meet the first Gen Z member of US Congress

In the mid-term elections, Democrat Maxwell Frost has won Florida’s 10th Congressional District, becoming the first member of Gen Z to serve in the US Congress.

Youth : Society : Health & Wellness
Stormzy and Adidas team up to promote diversity in football News

Stormzy and Adidas team up to promote diversity in football

Adidas and British rapper Stormzy are launching #Merky FC, a programme to grant access to mentoring and off-pitch football career opportunities for young people in the UK who identify as Black or mixed Black heritage.

Youth : Sports & Leisure : Society
Gen Z Digital Wellness Market Markets

Gen Z Digital Wellness Market

Digitally native Generation Z go online to learn, play, socialise, but also to heal and open up, and this is giving rise to platforms supporting welfare and championing mental fitness.

Youth : Wellness : Mental Health
A mood-led e-shop by wellness platform Woo News

A mood-led e-shop by wellness platform Woo

Gen Z-focused online wellness hub Woo has unveiled its own marketplace of feel-good products.

Retail : Health & Wellness : Youth
Juvee’s energy drinks promote playfulness over performance News

Juvee’s energy drinks promote playfulness over performance

Elevating mindsets and providing steady energy levels, Juvee inspires playfulness in everyday life.

Society : Food & Drink : Youth
Stat: Young adults in China are buying more wine News

Stat: Young adults in China are buying more wine

Chinese Millennials and Gen Z have a new-found taste for wine, consequently reshaping the local wine market by wielding their considerable purchasing power to satisfy their cravings.

Society : Food & Drink : Youth
Stat: Gen Z values brands which embrace co-creation News

Stat: Gen Z values brands which embrace co-creation

Gen Z values brands which are willing to co-create, according to a new report from advertising agency Ogilvy.

Youth : Education : Retail
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