Youth

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

Behaviours : Big Ideas

Generation Alpha are the new Old Fashioneds

By Holly Friend 24 : 09 : 2019 Youth : Media : Social Media

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

Generation Alpha are the new Old Fashioneds

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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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Web Summit 2019: Music streaming gets personal News

Web Summit 2019: Music streaming gets personal

Show4Me is a burgeoning streaming platform that lets artists connect directly with their fans.

Entertainment : Music : Apps
Stat: Millennials’ physical and mental health is declining News

Stat: Millennials’ physical and mental health is declining

Without intervention, mortality rates among US Millennials could increase by more than 40% compared to Generation X at the same age.

Health : Wellness : Death
Obsess is upending the e-commerce interface Big Ideas

Obsess is upending the e-commerce interface

Neha Singh, founder and CEO of experiential e-commerce platform Obsess, on the power of discovery to shape the future of retail.

Retail : Youth : Technology
Stat: The future destinations for LGBT+ travellers News

Stat: The future destinations for LGBT+ travellers

Marketing to LGBT+ travellers was one of the key discussions at this year’s WTM London event.

Travel : Hospitality : Youth
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Stat: Millennials are saving earlier for retirement

As today’s workforce face funding an increasing proportion of their own retirement, consumers are starting to plan and save earlier.

Youth : Finance : Millennials
Stat: Generation Z play with multiple online personalities News

Stat: Generation Z play with multiple online personalities

Today’s youth are experimenting with multiple identities in the digital realm, according to a new report by Havas.

Youth : Digital : Identities
Spotify targets the next generation of young listeners News

Spotify targets the next generation of young listeners

The streaming platform’s new app offers families a kid-friendly, ad-free listening environment.

Media : Youth : Music
A kombucha campaign that celebrates self-expression News

A kombucha campaign that celebrates self-expression

Health-Ade Kombucha’s latest campaign targets a new generation of health-conscious drinkers.

Drinks : Youth : Health
T Levels will offer British youth a new qualification News

T Levels will offer British youth a new qualification

The Department for Education (DfE) has unveiled a new marketing campaign for its new, post-GCSE technical qualification.

Youth : Education : Workplace
This phygital book helps children become bilingual News

This phygital book helps children become bilingual

Habbi Habbi uses engaging UX to teach toddlers how to speak Mandarin and Spanish.

Youth : Leisure : Reading
Vibrant Veganism Design Directions

Vibrant Veganism

Plant-based products are being boldly redefined by creative practitioners who are pushing for a visceral approach that shows desire without compromise.

Advertising : Design : Macro
Mattel’s gender-inclusive doll line challenges norms News

Mattel’s gender-inclusive doll line challenges norms

The toymaker has unveiled a collection of customisable, gender-inclusive dolls.

Youth : Society : Inclusivity
Cerebelly’s baby food is backed by neuroscience News

Cerebelly’s baby food is backed by neuroscience

Cerebelly offers science-based baby food that supports early childhood brain development.

Food : Drink : Youth
Stat: Generation Alpha are proficient with voice assistants News

Stat: Generation Alpha are proficient with voice assistants

Voice assistants are gaining traction with Generation Alpha.

Youth : Technology : Retail
Tinder takes singles on interactive dating adventures News

Tinder takes singles on interactive dating adventures

The dating app is launching a first-of-its-kind interactive experience to disrupt the way its users match with one another.

Youth : Dating : Tinder
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