Youth

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

Trends : Micro Trends

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Life-stage Brands

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

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

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:

Amid rapid economic growth and cultural development, young people in the UAE are kick-starting much-needed conservations around...

Youth : Health : Culture

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:

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:

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:

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?:

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:

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:

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:

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:

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:

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:

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:

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?:

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:

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?:

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:

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:

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:

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:

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:

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?:

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:

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:

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:

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:

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:

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:

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

Youth : Fashion : Retail

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:

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

Female Futures : Wellness : Marketing

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:

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:

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?:

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

Design : Digital : Children

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?:

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:

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?:

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:

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?:

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:

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:

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:

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:

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?:

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

Media : Entertainment : Youth

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:

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:

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:

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:

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:

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:

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:

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 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:

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:

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:

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:

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:

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

Youth : Gender : Advertising

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:

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

Youth : Entertainment : Advertising

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:

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:

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

China : Youth Culture : Fashion

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:

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:

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:

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:

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

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

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:

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 economies with youth populations eager to explore new territories will radically transform the travel and hospitality sector.

Travel : Youth : Hospitality

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:

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:

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:

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

Related to Youth

News

Cannes Lions 2019: LGBT+ marketing isn’t just for Pride Month

LGBT+ consumers are jaded by empty, pink-washing campaigns and want brands to be allies, not just marketers.

Gender : Advertising : Non-binary

News

Stat: LGBT+ youth prefer to seek mental health help digitally

A new report from LGBT+ advocacy non-profit organisation The Trevor Project finds that the majority of LGBT+ youth in the US prefer digital means of accessing mental health help.

Youth : Health : Wellness

News

Stat: America’s youth have a taste for bread

In the past week, 73% of Millennial and Generation Z consumers in the US have purchased bread, and 63% a sweet baked item, according to a new report from the American Bakers Association.

Youth : Food : Bread

News

A modern cultural centre for Portugal’s Muslim youth

The Colinas do Cruzeiro Centre is a modern space designed for the young Muslim community living in Odivelas.

Youth : Society : Religion

News

Blackpool is rolling out resilience classes for all students

The town is introducing regular resilience classes led by wellbeing coaches from mental health charity Lancashire Mind.

Society : Youth : Resilience

Micro Trends

Modern Therapy

As mental health disorders surge, the outdated therapy sector is diversifying to address the vulnerabilities of the next generation.

Wellness : Health : Youth

Big Ideas

Nicolas Bastide, event logistics project lead at the Local Organising Committee for the FIFA Women’s World Cup France 2019, on the major brand and audience opportunities that lie ahead for women’s football.

Sport : Female Futures : Media