Emerging Youth

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

Refuelling Fashion
Vietnamese youth are using the country as a canvas on which to project creativity and self-expression

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: 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

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Continuing its success as a key mediator in the streetwear scene, Hypebeast has embarked on its biggest venture yet: opening a new headquarters with public-facing elements.

Retail : Youth : Society
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An unexpected consumer group is driving growth in the US toy market: grown-ups.

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Steering clear of the tropes that dominate the conventional golf sector, matchmaking service Goolf has refreshed its visual identity in step with the evolving demographic of the sport.

Sports & Leisure : Society : Advertising & Branding
Stat: European Generation Z are investing in fake luxury News

Stat: European Generation Z are investing in fake luxury

While fake luxury goods have historically had a bad reputation, new research reveals that many young Europeans are embracing counterfeit goods.

Stat : Stats : Statistic
Shiseido targets Gen Z men with Sidekick skincare News

Shiseido targets Gen Z men with Sidekick skincare

Cosmetics company Shiseido has launched a skincare collection aimed at Gen Z men, citing them as a rapidly growing segment of the Asian skincare market.

Beauty : Youth : Society
Stat: Premium loyalty programmes attract Gen Z News

Stat: Premium loyalty programmes attract Gen Z

In the US, consumer buying habits are changing as more people embrace loyalty programmes.

Youth : Retail : Finance
Oatly wants EU schools to serve plant-based milks News

Oatly wants EU schools to serve plant-based milks

The oat drink brand is encouraging European schools to switch from giving schoolchildren dairy milk to plant-based alternatives.

Youth : Food & Drink : Sustainability
Why brands are next-gen career advisers Big Ideas

Why brands are next-gen career advisers

A new wave of workplace advisers are emerging to help Gen Z and Alpha navigate and shape the future of work and yet-to-exist job roles.

Youth : Media & Entertainment : Workplace
Stat: Pay later schemes are driving Gen Z into debt News

Stat: Pay later schemes are driving Gen Z into debt

Buy-now, pay-later (BNPL) schemes are driving young people into debt.

Youth : Finance : Society
MDW: Cleaf remixes materials for future nightclubs News

MDW: Cleaf remixes materials for future nightclubs

Interior specialist Cleaf has collaborated with Campos Costa Arquitetos on Cleaf Club, a project intended to emphasise the importance of clubs as epicentres of youth and contemporary culture.

Youth : Leisure : Hospitality
eBay prompts people to wear prized sneakers News

eBay prompts people to wear prized sneakers

While many sneakerheads choose to store their shoes in pristine condition, eBay wants to shake things up by encouraging people to wear highly collectible or covetable sneakers out and about.

Retail : Fashion : Youth
A youth festival for post-Covid connections News

A youth festival for post-Covid connections

Tour de Moon is a festival aimed at 18–25-year-olds offering a space of expression and exchange to one of the age groups hit hardest by the pandemic.

Youth : Media & Entertainment : Wellness
Stat: Consumer spending in mobile games gathers pace News

Stat: Consumer spending in mobile games gathers pace

The latest Gaming Spotlight report from data.ai and IDC reveals the growing potential of in-game spending across the generations.

Youth : Media & Entertainment : Gaming
Half Magic caters for expressive Gen Z make-up fans News

Half Magic caters for expressive Gen Z make-up fans

Donni Davy, the make-up artist behind youthful drama series Euphoria, is rolling out a beauty line inspired by the show.

Beauty : Media & Entertainment : Youth
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