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 inconveniences of being a woman.

Why Generation Z are creating activist-tainment:

Tamseel Hussain, founder of Pluc TV, on how a ‘generation of misfits’ is driving more purposeful social media storytelling for India and...

Youth : Media : Entertainment

Edu-play-tion:

With parents of Generation Alpha now home educators, brands are elevating playtime with tools that combine digital and analogue learning.

Youth : Technology : Gen Alpha

Socially distant dating:

An increased reliance on virtual connectivity has resulted in innovations that enable daters to match from afar – and mitigate feelings...

Dating : Online Dating : Dating App

Generation Homebody:

Staying in is in. From TikTok bedroom dance-offs to CBD-infused bath bombs, the home has become Generation Z’s ultimate hangout.

Youth : Fashion : Wellbeing

Webinar: Covid-19 Future Planning:

A 30-minute webinar examining the pandemic’s impact across key sectors, and the steps to future-proof strategies for your organisation...

Society : Covid-19 : Retail

Rebranding recruitment for Generation Z:

Workplaces and education institutions are firing up their recruitment campaigns to focus on empathy, purpose and Gen Viz aesthetics.

Youth : Media : Workplace

Covid-19 Contingency Planning:

Learn the immediate impacts of Covid-19 across key sectors, and discover best-in-class case studies and future considerations for your...

Covid-19 : Society : Health

Emerging Youth: Brazil:

Disenfranchised by their president, young Brazilians are rejecting aspiration, reshaping religion and championing mindful social media.

Youth : Media : Digital

Radical healing is the future of nightlife:

Aisha Mirza, the founder of sober club night Misery, explains why embedding therapy into the night-time economy is empowering...

Youth : LGBT : Nightlife

To understand TikTok, act like one of its locals:

With 60% of its users under the age of 24, brands wanting to reach this creative generation must take time to understand the nuances of...

Youth : Advertising : Social Media

Healthy kids campaigns:

A series of new food industry initiatives aim to inspire and deliver healthier eating among children by targeting parents, schools and...

Food : Healthy Eating Design : Children

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

The emerging youth zines causing media anarchy:

Zines are becoming the platform of choice for youth in Malaysia, South Africa, China and Brazil to express alternative views away from...

Youth : Media : Generation Z

TikTok is the future of global marketing:

Influencer marketing expert Alessandro Bogliari examines how TikTok can be used for self-expression, values-based marketing and...

Youth : Media : Technology

How brands can reach The Next Billion Users:

Digital anthropologist Payal Arora explains why the online behaviour of people in China, India, Africa and across the...

Technology : India : Internet

Piercing Pioneers:

Brands are modernising the coming-of-age ritual of piercing for a new generation of teenagers who are keen to experiment with their...

Retail : Youth : DTC

Generation Z Stores:

A youth boom is set to shake up bricks-and-mortar shopping, so retailers must adapt their strategies to meet the unique preferences of...

Retail : Generation Z : Shopping

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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

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

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 inconveniences 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

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:

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

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: 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

Covid-19: A socially distanced city playground

Rimbin is a project that has been designed to enable safe and socially distant play experiences for children.

Health & Wellness : Youth : Design

Markets

Emerging Youth: Australia

Faced with one crisis after another, Australia’s youth are using digital platforms to reflect on their identities, educate their peers and satirise their government.

Youth : Australia : Covid-19

News

Moxie teaches emotional intelligence to Gen Alpha

California – The robot is designed to promote social, emotional and cognitive development among children.

Youth : Technology : Educational

Markets

Makers Market

As craft culture and the hobby renaissance build momentum, retail opportunities abound for a wave of consumer businesses founded by makers.

DIY : Retail : Craft

News

Stat: Young adults turn to apps to keep family connections

Young people globally are more reliant on digital platforms to help them stay connected with loved-ones during the pandemic.

Youth : Society : Covid-19

News

Nendo’s self-driving cars for kids’ Edu-play-tion

Coen Car is a concept design introducing children to autonomous vehicles, which also function as pieces of mobile and interactive playground equipment.

Youth : Mobility : Generation Alpha

News

Dyson’s engineering challenges for kids in lockdown

Dyson has created a series of science and engineering tasks to help children stay entertained during lockdown.

Youth : Lifelong Learning : The Learning Economy

Big Ideas

IAM Weekend 2020 Show Report

This year’s symposium offered new perspectives on youth activism, remote connection in the Covid-19 age, and the downfall of human-centred design.

Sustainability : Media : Technology

News

Stat: US Millennials don’t understand student loan terms

According to a survey by Business Insider, more than a quarter (27%) of US Millennials said they didn’t understand the terms and policies of their student loans when they took them out.

Finance : Students : Student Loans

Macro Trends

Pleasure Revolution

With every second of our free time colonised by the cult of busyness, future consumers will turn away from a life of relentless productivity and shift their focus from enhancement to enjoyment.

Leisure : Workplace : Wellness

News

A book created for and by people with ADHD

Studio Anorak has launched an illustrated book that calls for a change in how we view ADHD.

Youth : Educational : Social Media

News

Little Space is a premium gym for kids

Luxury health club Third Space has opened a child-friendly exercise area to welcome younger members into its Islington branch.

Health : Fitness : Wellness

News

Stat: Young Asians are driving social progression

Generation Z in Asia-Pacific feel positive about their futures in comparison to their parents, and many are more environmentally conscious and socially progressive.

Youth : Society : Food

News

A pastel-hued, child-friendly hospital

While hospitals have traditionally been places with sterile, clinical aesthetics, EKH Children’s Hospital is rethinking medical institutions with its playful design.

Design : Architecture : Youth

News

Google helps Indonesian singles to move on

The tech company's Valentine’s Day campaign hopes to support singletons and those in the friendzone.

Youth : Dating : Valentine's Day

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Rebranding recruitment for Generation Z:

Covid-19 Contingency Planning:

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To understand TikTok, act like one of its locals:

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The emerging youth zines causing media anarchy:

TikTok is the future of global marketing:

How brands can reach The Next Billion Users:

Piercing Pioneers:

Generation Z Stores:

Young Nativists:

Inside Generation Z’s identity crisis:

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Generation Alpha are the new Old Fashioneds:

Teen Tech Welfare:

Generation Z are driving an arts revolution:

The post-influencers redefining social media:

Why flop accounts aren’t the future of news:

Generation Z are deconstructing Asian femininity:

Emerging Youth: France:

Prom night must become a beacon of inclusivity:

Fast Fashion Rental:

Everyteen TV:

Emerging Youth: United Arab Emirates:

Young Believers:

Smartphone storytelling:

Sex Re-education:

Gaming Garments Market:

Are head office staff the new retail influencers?:

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

The subcultures redefining Arab youth:

Emerging Youth Travel Market:

Where mindful influencers are going wrong:

Dear brands: please stop selling us your activism:

Kid Architects:

Mainstream media must be more inclusive of asexual people:

Meet the Generation Z anti-tourists changing travel:

Should coffee chains ask teens for ID?:

Alternative Spirituality:

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

Emerging Youth: Ukraine:

Four ways Generation Z are transforming Instagram:

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

Tweenage Fitness:

Anxiety Rebellion:

Can fashion brands destigmatise the Sad Boy?:

Emerging Youth: South Africa:

Bullying Backlash:

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

Conscious Play:

Sustainable Music Streaming:

Unauthorized creates fashion for tween boys and their dads:

Hybrid Gaming:

Leah McSweeney on the inherent sexism in the streetwear sector: