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Gen Z
Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.
Macro Trends
Gen Z Now and Next
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 change they want to see, they find themselves paralysed by paradox.
Markets
Homely Hospitality
Gen Z are increasingly embracing homely soirées and intimate events that prioritise connection over consumption – creating a movement to combat urban loneliness.
Viewpoints
Gen Z’s New Value System
Between self-optimisation, mischief and activism, Gen Z are rewriting the rules of value. Bulletproof’s chief growth officer Andi Davids tells LS:N Global how brands can keep up.
Micro Trends
Coffee Shop Raves
Boosted by a new generation of sober-conscious consumers seeking real-life connection and fun, coffee shops are taking over the party scene as the new destination for daylight raves.
Markets
Gen Z's Mall Revival
For Gen Z, malls are more than places to shop – they have become social playgrounds where retail, food and entertainment collide to create energy, connection and discovery.
Big Ideas
Vinyl sales booming in US, Australia, UK
Vinyl sales booming in US, Australia, UK
Vinyl
:
Music
:
Music Formats
Big Ideas
Consumers increasingly switching to online video
Consumers increasingly switching to online video
Online Video
:
YouTube
:
France
Big Ideas
French foodies embrace fast, convenient food
French foodies embrace fast, convenient food
Fast Food
:
Convenient Food
:
France
Big Ideas
On their smartphones, beauty consumers click to make up
On their smartphones, beauty consumers click to make up
Ontario
:
Mobclix
:
Canada
Big Ideas
Fast food nation grows in size
Fast food nation grows in size
Fast Food
:
Convenience Food
:
Subway
Micro Trends
Local social networking
Local social networking
Social Media
:
Apps
:
Community
Big Ideas
Chatty social networkers offer brands conversation openers
Chatty social networkers offer brands conversation openers
Online
:
Criticism
:
Cyberdisinhibition
Big Ideas
Social networkers promote themselves truthfully
Social networkers promote themselves truthfully
Germany
:
Social Networks
:
Facebook
Micro Trends
Virtually Real
Virtually Real
Avatars
:
Pixellated
:
Characters
Big Ideas
Online retail beats offline for bargains
Online retail beats offline for bargains
OECD
:
Paris
:
E-commerce
Big Ideas
Rent-a-dress service wins over women
Rent-a-dress service wins over women
Rent The Runway
:
Harvard Business School
:
New York
Big Ideas
In Japan, male consumers get girly
In Japan, male consumers get girly
Streetwear
:
Anti-career
:
Herbivore
Big Ideas
Foods that target children are under fire in the US
Foods that target children are under fire in the US
Kelloggs
:
General Mills
:
Cereal
Big Ideas
Touchscreen tech takes off
Touchscreen tech takes off
Austin
:
Windows 7
:
Touchscreen
Big Ideas
For brands socialising with fans, Facebook proves a handy resource
For brands socialising with fans, Facebook proves a handy resource
Facebook
:
WWD
:
Social Media
Big Ideas
Consumers increasingly watching online
Consumers increasingly watching online
Forrester Research
:
Online Video
:
Streaming
Big Ideas
Food brand pays bloggers to cover product range
Food brand pays bloggers to cover product range
Kraft
:
Velveeta
:
Social Media
Big Ideas
Female gaming continues to grow
Female gaming continues to grow
Tokyo
:
Japan
:
Video Games
Big Ideas
New Millennials want Brandtocracies, not broadcasting, online
New Millennials want Brandtocracies, not broadcasting, online
YouthNet
:
Digital Natives
:
Internet
Big Ideas
Teen boys aren't tearaways, new research reveals
Teen boys aren’t tearaways, new research reveals
School
:
Positive
:
Ambitious
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