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.

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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 LGBTQ 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

The Big Idea: Four ways Generation Z are transforming Instagram

A closer look at the new ways Generation Z are using Instagram, from finstas to meme therapy, the image and video sharing platform is becoming a space to learn, debate, support and forge new friendships.

Youth : Technology : Social Media

Micro Trends

Co-economy Childcare

With the sharing economy disrupting many of the core pillars of adult life, brands are now turning their attention to the ways it can positively impact childrearing.

Youth : Education : Co-working

News

Dating app Hinge wants to be less addictive

The app has rebranded to make its interface less appealing for daters.

Youth : Dating : Relationships

News

Stat: Singledom is on the rise among young Americans

51% of Americans aged 18–34 say they do not have a steady romantic partner.

Generation Z : Youth

News

Snapchat launches a social gaming platform

The photo-sharing app is rolling out a series of games for friends to play together in real-time.

Online Gaming : Youth : Digital

News

Bumble pursues print with a lifestyle magazine

The dating app and social networking platform has announced the launch of a new print publication.

Uncoupled Society

News

This hotel has Insta-friendly kids’ menus

Omni Hotels & Resorts has debuted Culinary Kids, a restaurant menu for the hotel guests of tomorrow.

Food : Children Travel Market : Young Eaters

Micro Trends

K-beauty Lite

K-beauty retailers are transforming from importers of goods to skincare brands in their own right, with private-label launches inspired by K-beauty but made for a Western market.

Beauty : Youth : Retail

Design Directions

Digital Dialogues

A new visual language is helping to demystify algorithms and AI-driven systems by communicating them as visible and tangible entities. As a result, consumers are starting to gain a deeper understanding of complex data.

Branding : Packaging : Design Direction

News

A smart hub that tracks babies’ wellbeing

Bluebell is a smart monitoring system that enables parents to remotely track their child’s wellbeing.

Health : Wellness : Parenting

News

Stat: Young Africans want to emigrate within the continent

Young and educated Africans are most likely to consider moving abroad, according to a new study by Afro Barometer.

Youth : Education : Employment

News

Zalando’s website becomes a virtual world for sneakers

The fashion e-commerce site is focusing on the sneaker market with a campaign that celebrates the online network for sneaker fans

Youth : Fashion : Digital

News

Thought-starter: Is the future of luxury non-binary?

The founder and creative director of Paris-based, non-binary store L’Insane on the future luxury consumer, new communities and why the physical store isn’t dead.

Luxury : Youth : Retail

News

The internet is empowering rural populations

At IAM Weekend 19, speakers discussed the importance of rural communities and why brands should open their minds beyond Western metropolises.

Youth : Retail : Technology

News

Making internet use a mindful pursuit

A more mindful use of the internet was a recurring topic at IAM Weekend 19.

Digital : Wellness : Youth

Youth

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