Gen Z

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

World Retail Congress 2024: The Value Contradiction

Big Ideas

World Retail Congress 2024: The Value Contradiction

As the cost-of-living crisis continues, the equation between price point, value for money and consumers’ own values and ethics has never been so co...
Retail : Sustainability : Youth
Emerging Youth: The Maghreb

Behaviours

Emerging Youth: The Maghreb

After years of political instability and social unrest, the Maghreb’s youth are still standing up for their beliefs and making themselves heard thr...
Youth : Society : Culture
Rebranding Nature

Design Directions

Rebranding Nature

To lure Gen Z outdoors and engage them in conservation and climate activism, nature itself is getting a rebranding.
Design : Sports & Leisure : Sustainability
Emerging Youth: Saudi Arabia

Behaviours

Emerging Youth: Saudi Arabia

In Saudi Arabia, digitally savvy Gen Z, fuelled by a profound cultural pride and a thirst for global experiences, are redefining retail, luxury, ho...
Saudi Arabia : Gen Z : Middle East
Gen Z Now and Next: From Vision to Contradiction

Macro Trends

Gen Z Now and Next: From Vision to Contradiction

Gen Z are stepping into adulthood carrying the weight of the world on their shoulders. Without the tools or role models to help them enact the chan...
Generations : Gen Z : Demographics
Reading Raves

Micro Trends

Reading Raves

Communal reading events are attracting young consumers for their unique blend of socialising and serenity.
Reading : Books : Gen Z Loneliness
Authentic Avatars

Markets

Authentic Avatars

Meet the innovators adopting an intersectional approach to make digital avatars more authentic.
Gaming : Pop-culture & Media : Technology
Emerging Youth: Nigeria

Behaviours

Emerging Youth: Nigeria

Scarred by years of social unrest and a cost of living crisis, Nigerian Gen Z are split between hopes of creativity in local music and film and a g...
Youth : Nigeria : Nigeria
Brand Innovation Debrief: Elf Beauty

Big Ideas

Brand Innovation Debrief: Elf Beauty

In 2023, Elf Beauty secured its position as Gen Z’s cosmetics brand of choice. From duping Dior to capitalising on Jennifer Coolidge’s rebounded ce...
Beauty : Gen Z : E.l.f Beauty
Redesigning Higher Education Spaces

Markets

Redesigning Higher Education Spaces

From fostering wellbeing to embracing climate consciousness and immersive tech, we explore how higher education spaces are evolving to meet the div...
Higher Education : Future Of Education : Remote Learning
Gen Z Activism

Micro Trends

Gen Z Activism

As polarisation deepens in the US, Gen Z are using their voice online, and in office, to create change.
Society : Youth : US
Emerging Youth: UAE

Behaviours

Emerging Youth: UAE

The UAE’s Gen Z are leading the nation’s evolution by redefining tradition to mirror their own values and vision.
Youth : UAE : Gen Z
America’s New Age of Parenting

Big Ideas

America’s New Age of Parenting

Between tiger moms, helicopter dads, elephant parents, drone guardians and more, the US is experiencing a significant shift in parenting styles – c...
Youth : Health & Wellness : Society
TikTok Travel Agents

Micro Trends

TikTok Travel Agents

Digital collectives are tapping into algorithms to create a new iteration of hyper-relatable ‘travel agents’ for the influencer era.
Travel : Media : Hospitality
The New Normal: Gun Violence in America

Viewpoints

The New Normal: Gun Violence in America

As gun violence reaches an epic scale, our US foresight analyst Carly Ettinger explores the rise of the gun safety tech market – and what this reve...
Gun Safety : US : Security
Emerging Youth: China

Behaviours

Emerging Youth: China

Gen Z are the first generation in China’s history to demand work-life balance, access to global culture through the internet and patriotic luxury g...
China : Youth : Gen Zalpha
Modern Marriage

Big Ideas

Modern Marriage

The US wedding industry is aligning with the values of Gen Z and Millennials in relation to key issues of affordability, mental health advocacy, su...
Marriage : Sustainability : Youth
AI Believers

Micro Trends

AI Believers

Navigating the normacrisis era, Gen Z are turning to AI sanctuaries for on-demand, personalised spiritual fulfilment, exploring existential questio...
AI : Spirituality : Technology
Augmenting Beauty with Generation Z

Viewpoints

Augmenting Beauty with Generation Z

Alternating between unapologetic body acceptance and inherited oppressive ideals, Gen Z consumers have grown desensitised to surgical alterations w...
Beauty : Ageing : Generation Z
Gen Z and Luxury’s Future: FT Business of Luxury 2023

Big Ideas

Gen Z and Luxury’s Future: FT Business of Luxury 2023

The 2023 FT Business of Luxury summit held in Monaco (21–23 May) offered a deep dive into decoding Gen Z consumers and the ensuing implications for...
Luxury : Gen Z : Youth
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