Youth

From Gen Z and beyond, explore emerging markets and micro shifts in youth consumer behaviour

Trends : Micro Trends

Life-stage Brands

By Holly Friend 24 : 10 : 2018 Female Futures : Wellness : Marketing

From adolescence to menopause, brands are helping to alleviate the biological inconveniences of being a woman.

Life-stage Brands

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Young Nativists

Young Nativists:

Generation Z are reconnecting with their indigenous roots, seeking communities and travel experiences that preserve ancestral...

 Youth : Travel : Hospitality
Inside Generation Z’s identity crisis

Inside Generation Z’s identity crisis:

UAL students Nicole Angus and Nadine Gan, 21, and graduate Lucas Antunes, 23, discuss why cynicism, truth and self-education define...

 Youth : Generation Z : Media
Paradox Personas

Paradox Personas:

Unlike Millennials, Generation Z are swapping self-promotion for self-awareness, using the digital world to enrich but not define their...

 Youth : Digital : Identity
Generation Alpha are the new Old Fashioneds

Generation Alpha are the new Old Fashioneds:

Helenor Gilmour, director of insight at Beano Studios, on how Millennial parents are raising a generation of gender-blind...

 Youth : Media : Social Media
Teen Tech Welfare

Teen Tech Welfare:

Brands are playing an increasingly supportive role to parents and children to help them approach their digital lives more mindfully.

 Media : Technology : Kids
Generation Z are driving an arts revolution

Generation Z are driving an arts revolution:

Jaded by the vapid qualities of social media, young people are finding solace in traditional arts and culture – and brands are...

 Media : Youth : Entertainment
The post-influencers redefining social media

The post-influencers redefining social media:

A growing number of public figures are shying away from perfectly polished Instagram posts in favour of a more realistic online aesthetic.

 Youth : Social Media : Female Futures
Why flop accounts aren’t the future of news

Why flop accounts aren’t the future of news:

They might be labelled the most woke generation yet, but the Instagram accounts of today’s teenagers tell a different story.

Youth : ​Generation Z : Media
Generation Z are deconstructing Asian femininity

Generation Z are deconstructing Asian femininity:

Social media has empowered Indian women to take control of their identity, says Atika Malik, chief operating officer at Cheil India. Now...

 Youth : Female Futures : Advertising
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
Prom night must become a beacon of inclusivity

Prom night must become a beacon of inclusivity:

It’s time to put outdated traditions to rest. Schools across the globe have a responsibility to provide inclusive events that are open...

 Youth : Fashion : Education
Fast Fashion Rental

Fast Fashion Rental:

Clothing rental is moving from high-end fashion to the high street, creating new paths to discovery and access for trend-conscious...

 Retail : Fashion : Retail Technology
Everyteen TV

Everyteen TV:

Led by an increasingly social mindset, young people are creating hyper-real forms of entertainment in a fight back against highly...

 Youth : Entertainment : Media
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
Young Believers

Young Believers:

The aesthetic, rituals and values of Christianity are being re-assessed and redefined by a younger, more socially conscious generation.

Youth : Generation Z : Branding
Smartphone storytelling

Smartphone storytelling:

Youth film-making collective Pickpocket examines why film and tv are stuck in a pre-internet world and how smartphones can create...

 Youth : Media : Entertainment
Sex Re-education

Sex Re-education:

Generation Z are taking control of their sexual education, turning to social media, YouTube and Insta-influencers for realistic,...

 Youth : Digital : Sex
Gaming Garments Market

Gaming Garments Market:

Esports and gaming culture are infiltrating the world of fashion, with inspiring brand collaborations and innovation in performance wear.

 Fashion : Esports : Leisure
Are head office staff the new retail influencers?

Are head office staff the new retail influencers?:

To help build consumer trust and product authenticity, brands are starting to focus more on insider advocates than external influencers.

 Retail : Fashion : Social Media
It’s time for tech to bridge families’ digital divisions

It’s time for tech to bridge families’ digital divisions:

Technology designers must create experiences that encourage future families to re-engage, converse and bond with each other.

 Technology : Youth : Future Family
The subcultures redefining Arab youth

The subcultures redefining Arab youth:

Samira Larouci, editor of Arab art and culture magazine Mille World, examines emerging Middle East and North Africa (MENA) subcultures...

 Youth : Fashion : Sports
Where mindful influencers are going wrong

Where mindful influencers are going wrong:

They tell followers to reduce their use of social media but don’t appear to practice what they preach.

 Youth : Social Media : Technology
Dear brands: please stop selling us your activism

Dear brands: please stop selling us your activism:

Generation Z are being targeted with empty promises of peace, love and change. Tori West explains why it’s time for brands to put...

 Youth : Fashion : Advertising
Kid Architects

Kid Architects:

As urban planners and architects deliberate on the future of our cities, children are reclaiming the streets and redesigning public...

 Youth : Architecture : Design
Mainstream media must be more inclusive of asexual people

Mainstream media must be more inclusive of asexual people:

At a time of greater inclusivity, asexual people remain invisible in Western culture, argues Michael Paramo. How can media and...

 Media : Identity : Entertainment
Meet the Generation Z anti-tourists changing travel

Meet the Generation Z anti-tourists changing travel:

Sam Blenkinsopp, co-founder of youth-driven travel collective Trippin, explains why brands must shape a new narrative around Generation...

 Youth : Travel : Hospitality
Should coffee chains ask teens for ID?

Should coffee chains ask teens for ID?:

With a major UK brand refusing to serve coffee to some teens, could the high street welcome a forward-looking café for young people?

 Drinks : Youth : Leisure
Alternative Spirituality

Alternative Spirituality:

Spirituality and folk religion are gaining cult online followings, allowing Generation Z to regain control in a...

 Youth : Wellness : Digital
Is screen-based schooling driving a new class divide?

Is screen-based schooling driving a new class divide?:

Psychologist Richard Freed, who studies the effects of technology on children, on what happens when digital learning becomes the...

 Youth : Digital : Education
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
Four ways Generation Z are transforming Instagram

Four ways Generation Z are transforming Instagram:

From finstas to meme therapy, Generation Z are turning away from selfies and using Instagram to learn, debate, support and forge new...

 Youth : Social Media : Instagram
Why Millennial family travel will foster a generation of woke kids

Why Millennial family travel will foster a generation of woke kids:

Will a combination of wanderlust and greater working flexibility help Millennial parents raise the most well-travelled generation of...

 Travel : Youth : Millennial Parents
Tweenage Fitness

Tweenage Fitness:

Tapping into the family market, boutique fitness studios and clubs are rethinking their services to include classes and facilities for...

 Health : Youth : Wellbeing
Anxiety Rebellion

Anxiety Rebellion:

Instead of numbing their anxiety with substances or indulging in other vices, Generation Z are turning emotions into actions,...

 Youth : Health : Culture
Can fashion brands destigmatise the Sad Boy?

Can fashion brands destigmatise the Sad Boy?:

Retail brands are allowing women to literally wear their emotions on their sleeve. So why aren’t they doing the same for men?

 Fashion : Youth : New Masculinity
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
Bullying Backlash

Bullying Backlash:

With cyberbullying becoming an epidemic, brands are empowering young people to use their online presence to reclaim so-called...

 Youth : Beauty : Fashion
The post-subculture movement of South Africa’s teens

The post-subculture movement of South Africa’s teens:

Jamal Nxedlana, creative director of Johannesburg-based youth intelligence agency Bubblegum Club, on the importance of dance for the...

 Youth : Culture : New Masculinity
Conscious Play

Conscious Play:

With people now acutely aware of the impact of their consumption on the planet, toy brands are offering parents support in their quest...

 Youth : Gen I : Sustainability
Sustainable Music Streaming

Sustainable Music Streaming:

As consumers become aware of the financial and ethical implications of their listening preferences, new platforms are emerging that take...

 Digital : Youth : Retail
Unauthorized creates fashion for tween boys and their dads

Unauthorized creates fashion for tween boys and their dads:

Arman Motlagh, creative director of Unauthorized, on how new attitudes to masculinity are creating fresh opportunities for fashion...

 Youth : Fashion : Retail
Hybrid Gaming

Hybrid Gaming:

Combining VR and AR with escape games, laser tag and drones, a new category of immersive interactive gaming is emerging in the leisure...

 Youth : Technology : Leisure
Life-stage Brands

Life-stage Brands:

From adolescence to menopause, brands are helping to alleviate the biological inconveniences of being a woman.

 Female Futures : Wellness : Marketing
Can civic brands eradicate period poverty?

Can civic brands eradicate period poverty?:

With girls and women struggling to afford basic sanitary products, is it time for brands and institutions to step in? Tamara...

 Wellbeing : Health : Female Futures
Social Media Music

Social Media Music:

While streaming services have expanded our musical libraries, a new generation of artists are creating records with our digital habits...

 Youth : Entertainment : Digital
Young Bibliophiles

Young Bibliophiles:

Despite the time they spend online young people still want traditional book formats. Brands and influencers are therefore using digital...

 Youth : Reading : YouTube
Should future digital design be child-unfriendly?

Should future digital design be child-unfriendly?:

When it comes to platforms for children, how can digital designers create more meaningful engagement?

 Design : Digital : Children
Insta-dating

Insta-dating:

As consumers turn away from superficial apps such Tinder and Bumble, Instagram is evolving into a dating platform where...

 Youth : Dating : Digital
Are today’s youth transforming into Generation Sensible?

Are today’s youth transforming into Generation Sensible?:

They hate hangovers and avoid sugar, but are today’s youth really living clean, teetotal lives? Amplify brand director Krupali Cescau...

 Food : Drinks : Youth
A gender-fluid make-up line inspired by and created for the LGBT+ community

A gender-fluid make-up line inspired by and created for the LGBT+ community:

Laura Kraber and Isabella Giancarlo, co-founders of inclusive cosmetics brand Fluide, on the importance of creating a make-up line...

 Beauty : Gender Fluid : Neutral Culture
Is Instagram really a dating app?

Is Instagram really a dating app?:

Equipped with likes, direct messages and plenty of opportunities for strategic game play, have its users been moulding Instagram into an...

 Youth : Digital : Social Media
A modelling agency that champions people with disabilities

A modelling agency that champions people with disabilities:

Laura Johnson and Zoe Proctor, co-founders of Zebedee Management, on their mission to increase the representation of people with...

 Fashion : Retail : Inclusivity
What does Facebook’s music licensing mean for brands?

What does Facebook’s music licensing mean for brands?:

UK music lawyer Alex Brammer says brands must tread carefully when it comes to using music in their social media posts.

Music : Branding : Facebook
Acne Positivity

Acne Positivity:

As #bodypositivity continues to expand, young people are leading a movement towards the acceptance of acne – a skin condition...

 Youth : Beauty : Wellness
Why brands need to talk about female puberty

Why brands need to talk about female puberty:

Bunny Ghatrora, co-founder of Blume, a subscription service for girls going through puberty, explains why brands are missing an...

 Youth : Wellness : Retail
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
The rise of young female health-preneurs

The rise of young female health-preneurs:

These young feminists are empowering the next generation of girls with practical tools that improve their physical, mental and sexual...

 Youth : Health : Wellness
Could these streaming platforms be the antidote to Netflix?

Could these streaming platforms be the antidote to Netflix?:

In order to offset the power of streaming giants such as Netflix and Amazon, alternative entertainment...

 Media : Entertainment : Youth
Children’s Travel Market

Children’s Travel Market:

Modern travel brands are going above and beyond to ensure children are entertained on holiday.

 Travel : Hospitality : Luxury
Street Sport Rebels

Street Sport Rebels:

Women across the world are taking to the streets and engaging in urban sports as a means of activism and self-empowerment.

 Youth : Wellness : Female Futures
EQ Toys for Boys

EQ Toys for Boys:

Shifting attitudes among parents are driving a movement for boys’ toys that inspire emotional intelligence above raucous play.

New Masculinity : Youth : Family
Luxury Student Market

Luxury Student Market:

As international students migrate to the world’s wealthiest cities in pursuit of a superior education and quality of life, the cliché of...

 Luxury : Retail : Youth
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
Girlswear for Boys

Girlswear for Boys:

The genderless children’s clothing sector has typically featured girls borrowing from the boys. Now, brands and organisations are...

 Fashion : Youth : Retail
Money Market: Generation Z

Money Market: Generation Z:

A generation of pragmatists, Generation Z have a conservative approach to spending that is offset by a progressive view of...

 Finance : Generation Z : Youth
Soft Masculinity

Soft Masculinity:

In a world of toxic masculinity, a softer, more delicate and visibly feminine way to be a man is gaining prominence in East Asia and the...

 Youth : Beauty : New Masculinity
The young influencers redefining male identity

The young influencers redefining male identity:

The teenagers redefining masculinity through streetwear, meme culture and fresh representations of heritage and identity.

Youth : Fashion : New Masculinity
Dafe Oboro on changing attitudes among Nigeria’s youth

Dafe Oboro on changing attitudes among Nigeria’s youth:

Lagos-based film-maker and photojournalist Dafe Oboro discusses his generation’s new-found sense of national pride and changing notions...

 Youth : New Masculinity : Marketing
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
How manga and melancholy are defining China’s youth

How manga and melancholy are defining China’s youth:

Arnold Ma, the CEO of marketing agency Qumin, highlights youth subcultures, football fandom and the allure of hopelessness in China.

 Youth : Digital : Culture
How new media platforms are creating content that speaks to Generation Z

How new media platforms are creating content that speaks to Generation Z:

Now the largest media audience segment, according to Nielsen, Generation Z are looking for socially conscious, interactive media...

 Youth : Media : Digital
IGGYLDN on capturing the complexity of black masculinity

IGGYLDN on capturing the complexity of black masculinity:

In his work, the artist and film-maker examines uncertain definitions of masculinity.

 Youth : Gender : Advertising
Alternative Education Market

Alternative Education Market:

As parents and institutions become increasingly frustrated by Silicon Valley’s attempts to disrupt the classroom, new educational models...

 Youth : Wellness : Learning
Ramaa Mosley on why you should hire a teenage director

Ramaa Mosley on why you should hire a teenage director:

The founder of youth advertising and production agency Adolescent on why brands should look to teenage directors to reinvigorate their...

 Youth : Entertainment : Advertising
The power and potential of Facebook Groups

The power and potential of Facebook Groups:

There is a growing desire among consumers to feel part of a community online, presenting an opportunity for brands to tap into the rise...

 Community : Identity : Culture
Reclaiming Braids

Reclaiming Braids:

Young black women coming of age are turning away from chemical relaxers and celebrating their identity and heritage through...

 Beauty : Youth : Hair
Women’s Streetwear Market

Women’s Streetwear Market:

While streetwear has traditionally been an alienating market for young women, change is under way, with brands beginning to recognise...

 Youth : Fashion : Apparel
Emerging Youth: China

Emerging Youth: China:

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

China : Youth Culture : Fashion
Childrenswear Market

Childrenswear Market:

The childrenswear market is booming, with the rise of Millennial parenting affecting everything from the aesthetic to the acceptance of...

 Fashion : Youth : Digital
​Leah McSweeney on the inherent sexism in the streetwear sector

​Leah McSweeney on the inherent sexism in the streetwear sector:

The founder and CEO of Married To The Mob discusses women’s role in the streetwear market, and what brands can do to instigate change.

 Youth : Apparel : Fashion
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
Future Forecast: Youth in 2018

Future Forecast: Youth in 2018:

The voices of marginalised groups will grow louder as young creatives begin to develop materials that reflect their lived experience.

 Youth : Fashion : Generation Z
Looking Back: Youth in 2017

Looking Back: Youth in 2017:

Eco-activists who made an impact, teaching children about data privacy and the young Muslim opportunity were just some of the youth...

 Youth : Digital : Generation Z
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
How Wonderbly is changing the reading experience for children

How Wonderbly is changing the reading experience for children:

The co-founder of Wonderbly on capturing children’s imagination through personalisation and the brand’s evolution from print-only to...

 Personalisation : Digital : Technology
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
How magazine Azeema empowers women from North Africa and the Middle East

How magazine Azeema empowers women from North Africa and the Middle East:

The founders of Azeema magazine on representing strong-minded women, empowering young girls and championing inclusivity.

 Youth Culture : Fashion : Belonging
The rise of eco-influencers

The rise of eco-influencers:

From inventing power-saving products in their bedrooms to suing the American government, a generation of young activists are fighting...

 Youth : Sustainability : Digital
Safe Spaces

Safe Spaces:

Generation Z are creating safe spaces out of a frustration at a lack of representation of women, people of colour and LGBTQ+ people.

 Youth : Identity : Belonging

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Youth : Health : Exercise
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