Youth

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

Experts & Opinion : Viewpoints

How brands can reach The Next Billion Users

By Luke Whitehead and Britt Berden 04 : 02 : 2020 Technology : India : Internet

Digital anthropologist Payal Arora explains why the online behaviour of people in China, India, Africa and across the Global South is not what we imagine.

How brands can reach The Next Billion Users

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Emerging Youth: Japan

Emerging Youth: Japan:

Unlike their peers in the US or Europe, Japanese youngsters are quietly rebelling amid political unrest and social fragmentation.

 Youth : Fashion : Society
Danse Macabre

Danse Macabre:

Taking dark humour to the next level, Gen Z are using death as a day-to-day source of cringe comedy – but also relatability.

 Youth : Media & Entertainment : Society
Not your parents’ car

Not your parents’ car:

Targeting the so-called car-averse Gen Z, the automotive sector is using innovative design and technology to forge new connections with...

 Mobility : Youth : Sustainability
Five brands rejuvenating whisky

Five brands rejuvenating whisky:

Meet the whisky-makers who are challenging the sector’s heritage with unconventional branding and marketing to reach younger drinkers...

 Drink : Advertising & Branding : Youth
Heating up luxury fashion for Gen Z

Heating up luxury fashion for Gen Z:

Heat co-founders Mario Maher and Joe Wilkinson explain how their mystery box concept taps into Gen Z mindsets, while offering a new way...

 Luxury : Fashion : Youth
Four tween skincare brands prioritising self-care

Four tween skincare brands prioritising self-care:

Skincare brands have refocused their attention on Gen Alpha, releasing tween skincare lines that are gentle on skin and educate on...

 Youth : Health & Wellness : Beauty
Anti-provocation Platforms

Anti-provocation Platforms:

Consumers burnt out on traditional social media spaces are being offered new platforms that build common good values into their...

 Technology : Media & Entertainment : Youth
Collegiate Nostalgia

Collegiate Nostalgia:

Collegiate-inspired fashion and entertainment is soothing Gen Zers who feel their youth was stolen by the pandemic.

 Youth : Media & Entertainment : Fashion
Next-level Hedonism

Next-level Hedonism:

Following years of pandemic-related social restrictions, consumers in the US in particular are prioritising pleasure – and indulging in...

 Youth : Hospitality : Fashion
Family in 2050

Family in 2050:

By 2050, artificial wombs could be the preferred method of reproduction. Speculative artist Lisa Mandemaker discusses this progressive...

 Health : Wellness : Technology
Future Forecast 2023: Youth

Future Forecast 2023: Youth:

From youth culture’s flat age future to wise-beyond-their-years Zalphas, we select five key directions in youth culture for 2023.

 Youth : Media & Entertainment : Society
Gen Z Digital Wellness Market

Gen Z Digital Wellness Market:

Digitally native Generation Z go online to learn, play, socialise, but also to heal and open up, and this is giving rise to platforms...

 Youth : Wellness : Mental Health
Teen Fashion Market

Teen Fashion Market:

Brands are re-imagining teen fashion with engaging activations spanning physical retail and the metaverse as the sector undergoes a...

 Youth : Fashion : Retail
Five apps introducing the next generation of dating

Five apps introducing the next generation of dating:

Dating apps are evolving beyond the swipe, with new entries looking to align more closely with Gen Z’s relationship priorities and...

 Youth : Media & Entertainment : Technology
Gen Z are waking up the energy category

Gen Z are waking up the energy category:

New York-based entrepreneur Jonah Reider is taking on the energy drinks market with an innovative on-the-go energy mist targeting the...

 Youth : Wellness : Drinks
Emerging Youth: The Philippines

Emerging Youth: The Philippines:

A locally aware and globally minded Filipino youth culture is emerging and ready to lead the country into the future.

 Youth : Technology : Web3
Sports Rebranded

Sports Rebranded:

Sporting bodies and brands are cementing appeal among Gen Z with rebranding campaigns that celebrate inclusivity and the joy of...

 Youth : Sports & Leisure : Branding
How learning spaces are evolving for Gen Zalpha

How learning spaces are evolving for Gen Zalpha:

Aligning with changing youth ideals and shifting global forces, educational spaces are evolving to inspire young people to take charge...

 Youth : Society : Education
Why the lingerie sector must evolve for Gen Z

Why the lingerie sector must evolve for Gen Z:

Once considered aspirational, sculpted bodies clad in skimpy lingerie no longer cut it for Generation Z. How can brands shift the...

  Lingerie : Underwear : Generation Z
Youth culture is entering its flat age future

Youth culture is entering its flat age future:

TikTok trends were once thought of as the epitome of youth culture. Now, senior creators and retirement hobbies are blurring the lines...

 Social Media : Youth : TikTok
Gamer Wellness Market

Gamer Wellness Market:

As esports’ influence continues to challenge that of traditional sports, lifestyle brands are helping gamers to level up their physical...

 Health & Wellness : Gaming : Sport
Why brands are next-gen career advisers

Why brands are next-gen career advisers:

A new wave of workplace advisers are emerging to help Gen Z and Alpha navigate and shape the future of work and yet-to-exist job roles.

 Youth : Media & Entertainment : Workplace
Why Africa is the next hub for youth retail

Why Africa is the next hub for youth retail:

What does it mean to be young and African today? The co-founder of modern African lifestyle platform Dola, Yannick Do, unpacks the vast...

 Youth : Media & Entertainment : Lifestyle
How to remix the wellness model for Gen Z

How to remix the wellness model for Gen Z:

Stephen Mai, the founder of Woo, a next-gen media brand merging content and retail, on how wellness can be reframed as feel-good culture.

 Health : Wellness : Media
Gen Z Parenting Market

Gen Z Parenting Market:

No longer the epitome of youth culture, members of Generation Z are having kids of their own, driving the parenting sector in unexpected...

 Gen Z : Fashion : Youth
Five Generation Z-founded brands to watch

Five Generation Z-founded brands to watch:

Optimistic, ambitious and socially switched on, the first wave of Generation Z-founded brands are hitting the market. These are the...

 Youth : Retail : Beauty
How Alinea is powering an investment youthquake

How Alinea is powering an investment youthquake:

The Generation Z CEOs of investment app Alinea explain how they are making finance accessible and responsible for young women, from...

 Finance : Media & Entertainment : Youth
Generation Z Luxury Market

Generation Z Luxury Market:

Rigorous and savvy in their selection of brands, Generation Z’s research-led approach to luxury is set to redefine value and aspiration...

 Luxury : Youth : Fashion
Are we heading for a post-demographic future?

Are we heading for a post-demographic future?:

Generational terms such as Baby Boomer and Millennial have shaped the way we conduct research. But are they helping to predict the...

 Youth : Marketing : Generation Z
Social Learning Networks

Social Learning Networks:

The edtech industry in Latin America is evolving away from academic structures to align with modern students’ preferred UX interfaces:...

 Youth : Education : Technology
Gen Zalpha India Market

Gen Zalpha India Market:

Amid India’s pandemic recovery, Gen Zalpha are navigating their journey to adolescence by building their own models of progress.

 Youth : Education : Sustainability
Wild Awake signals a future of Earth-centric learning

Wild Awake signals a future of Earth-centric learning:

Offering immersive outdoor education for young people, Wild Awake wants to nurture a generation of learning focused on humans’...

 Youth : Education : Sustainability
Pliable Playscapes

Pliable Playscapes:

Inspired by Generation Zalpha’s productivity, an energetic and assertive visual language is emerging that reflects their can-do attitude...

 Youth : Branding : Media
Confessional Clubs

Confessional Clubs:

Generation Z are turning from identity-driven social media platforms to safe, anonymous and judgement-free spaces that are rooted in...

 Youth : Social Media : Society
Crowdsourced Companions

Crowdsourced Companions:

Digital apps are reviving physical meetings, helping despondent members of Generation Z to expand their social groups in safe and...

 Youth : Media : Digital
Welcome to the post-social era

Welcome to the post-social era:

With the advent of Web 3.0, scrolling through major social media platforms will be usurped by small-scale decentralised social networks...

 Social Media : Web 0.3 : Influencers
Provocation Platforms

Provocation Platforms:

A societal resilience has led people to step out of their comfort zones in favour of dissenting perspectives. Now, this search for...

 Social Media : Media & Entertainment : Technology
The Zalpha Reckoning

The Zalpha Reckoning:

A hybrid generation of Zalphas are entering brands’ consciousness. Wise beyond their years, these products of climate change are using...

 Youth : Media : Technology
Gen Z are shaking up the elitist art world

Gen Z are shaking up the elitist art world:

The art world is on the cusp of major change. Here’s how Paul Hill, the 22-year-old founder of Strada, is empowering the next generation...

 Youth : Luxury : Art
Play-tail

Play-tail:

Retailers are targeting families with interiors dedicated to children’s play and engagement that help to ease shopper pain points and...

 Retail : Architecture : Design
Education in 2030: Neo-knowledge exchanges

Education in 2030: Neo-knowledge exchanges:

With hyper-connected living and longer lifespans questioning the relevance of traditional schooling, we look forward to 2030 when...

 Youth : Education : Scenario
Emerging Youth: Saudi Arabia

Emerging Youth: Saudi Arabia:

Driving a shift from collectivism to individuality, young Saudis are at the forefront of their country’s major sociocultural, economic...

 Youth : Society : Fashion
Emerging Youth: AfroLATAM

Emerging Youth: AfroLATAM:

Despite historical socio-economic disadvantages, Black Latin Americans are making themselves heard through a unique sense of unity and...

 Youth : Media : Workplace
Next-generation Watch Market

Next-generation Watch Market:

An industry long steeped in traditional values, the luxury watch sector is undergoing a transformation in an attempt to woo a new...

 Luxury : Watches : Retail
Emerging Youth: Poland

Emerging Youth: Poland:

Despite living under an ultra-conservative government, Polish youth are gaining the strength to fight for feminist and LGBTQ+ rights by...

 Youth : Nightlife : Activism
The workplace of 2030 will be Web 3.0

The workplace of 2030 will be Web 3.0:

Tina He and Mind Apivessa, co-founders of Station, are empowering and upskilling regular internet users into the Web 3.0 workforce of...

 Youth : Media : Technology
Curator Kids

Curator Kids:

As young people navigate an age of information overload, they are revolting against the relentless creation of content – and choosing to...

 Youth : Media : Alternet Economies
Five ways motorcycles are bridging youth culture

Five ways motorcycles are bridging youth culture:

The motorcycle sector is finding new relevance with younger, lifestyle-driven audiences by fostering brand-led connections focused on...

 Mobility : Youth : Fashion
The Gen Z messaging apps of tomorrow

The Gen Z messaging apps of tomorrow:

Forget Snapchat and WhatsApp. Today’s youth are taking it upon themselves to create fluid social apps that nurture their multimedia...

 Youth : Media : Gen Z
Five brands reframing nootropics for Generation Z

Five brands reframing nootropics for Generation Z:

Exploring a breadth of natural brain-boosting ingredients, a raft of new brands are creating products tailored to the needs, concerns...

 Drinks : Youth : Health And Wellness
How resell culture will define Gen Z banking

How resell culture will define Gen Z banking:

Geri Cupi, CEO and founder of fintech disruptor Twig, discusses how the circular economy will transform young people’s perception of wealth.

 Finance : Gen Z : Retail
Gen Z Hangout Market

Gen Z Hangout Market:

Young people are breaking free from their lockdown cocoons, countering a year of isolation and under-stimulation with immersive,...

 Youth : Gen Z : Generation Z
Out-of-work Networks

Out-of-work Networks:

As young people face the brunt of an unemployment epidemic, the solo activity of job-hunting is being transformed into a...

 Youth : Workplace : Technology
Five influencers driving an everyteen revolution

Five influencers driving an everyteen revolution:

The Generation Z creators and entrepreneurs who thrived during the pandemic by speaking to, spotlighting and disrupting the realities of...

 Youth : Media : Social Media
Generation Z are ready to reboot dating

Generation Z are ready to reboot dating:

Marc Baghadjian, co-founder of Gen Z dating app Lolly, on how post-pandemic connections will be defined by video crushes and...

 Youth : Dating : Social Media
Gen Z audiences are rewriting entertainment

Gen Z audiences are rewriting entertainment:

Aron Levitz, head of Wattpad Studios, explains how the storytelling app is creating an entertainment universe powered by data, fandom...

 Youth : Media : Entertainment
The future according to: Azeema magazine

The future according to: Azeema magazine:

From creating a magazine for MENASA womxn to offering agency services, Azeema’s founders discuss the necessity of accurate media...

 Youth : Media : Advertising
Teen Ad-tivism

Teen Ad-tivism:

In a grand subversion of marketing, youth collectives and brands are using satire and brandstanding to distance themselves from...

 Youth : Marketing : Technology
Radical Relief

Radical Relief:

With chronic conditions rising and support systems failing for young people, digital communities are filling the gaps left by healthcare.

 Youth : Health : Wellness
Five evolutions of the future nightclub

Five evolutions of the future nightclub:

With nightlife at risk, these young innovators are optimising a time of uncertainty by forming virtual allegiances and care collectives.

 Youth : Nightlife : Leisure
Emerging Youth: Canada

Emerging Youth: Canada:

With little desire to return to normality, Canadian youth are seizing their own futures through upskilling, community healing and...

 Canada : Youth : Society
Reformation Generation

Reformation Generation:

Marking a new era of collaboration between brands and Generation Z, opportunities are arising to re-assemble, decentralise and...

 Youth : Media : Technology
The youth voices of Intersectional Environmentalism

The youth voices of Intersectional Environmentalism:

With one-size-fits-all sustainability goals excluding people of colour, Gen Z are combining social justice with environmental activism.

 Youth : Sustainability : Intersectionality
Asian youth’s sonic renaissance

Asian youth’s sonic renaissance:

Eastern Margins founder Lumi and creative director Adanko discuss how music can be used as a tool for resistance among the East and...

 Youth : Music : Nightlife
Scattered Schools

Scattered Schools:

With remote studying the new norm, school is becoming something that is no longer a physical space but a dispersed learning experience.

 Youth : Generation Z : Travel
How beauty is being refined for Generation Z

How beauty is being refined for Generation Z:

New brands are targeting teens by re-inventing coming-of-age skincare rituals for a more pragmatic – but still visual-first – generation.

 Youth : Beauty : Skincare
Emerging Youth: China

Emerging Youth: China:

Showing their post-pandemic resilience, young Chinese are fusing highly disparate worlds: cloud raves, pastoral living and nostalgic...

 Youth : Generation Z : China
Gen Z Perspectives: US

Gen Z Perspectives: US:

Yale graduate Tarek Ziad unpacks the phenomenon of cottagecore and what’s driving Generation Z’s whimsical fascination with rural living.

 Youth : Workplace : Digital
Alumni Incubators

Alumni Incubators:

As Covid-19 risks stunting Generation Z’s career prospects, brands are stepping in to nurture the next generation of talent.

 Youth : Workplace : Fashion
Money Market: Gen Alpha

Money Market: Gen Alpha:

With Generation Alpha largely viewing money as a digital concept, brands’ financial education is moving into playful, digital and...

 Youth : Society : FinTech
It’s time to decolonise education, say Gen Z

It’s time to decolonise education, say Gen Z:

Galvanised by the Black Lives Matter movement, Generation Z are using social media to (un)learn behaviours and catalyse decolonised...

 Youth : Education : BLM
Gen Z Perspectives: UK

Gen Z Perspectives: UK:

The latest edition of our Generation Z insight series reveals British teenagers’ pioneering attitudes to the Black Lives Matter movement.

 Youth : Society : Dislocated World
How Gen Z are reshaping the offline world

How Gen Z are reshaping the offline world:

Young people have fashioned the digital world. Wilson Oryema, co-founder of Regenerative Futures, believes it’s time they revive offline...

 Youth : Sustainability : Civic Brands
Gen Z Perspectives: India

Gen Z Perspectives: India:

In collaboration with 31st State, our new series unearths global insights on the biggest mindset shifts among Generation Z.

 Youth : Mental Health : Health
Squadded recreates the mall effect online

Squadded recreates the mall effect online:

Elysa Kahn, co-founder of Squadded, highlights the potential for the new social e-commerce solution and the difference between shopping...

 Retail : Fashion : E-commerce
Edu-play-tion

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
Why Generation Z are creating activist-tainment

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
Rebranding recruitment for Generation Z

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
Radical healing is the future of nightlife

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

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
Emerging Youth: Indonesia

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

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

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

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
Generation Z Stores

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

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
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
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
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

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Propelled by Covid, China's surging interest in local outdoor sports hints at new opportunities worth billions of yuan for the fashion industry.

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Browsing The Future of Bookshops

While the book economy continues to grow, bookshops must re-invent themselves to remain relevant – but they’re not going anywhere.

Retail : Retail Experience : Online Retail
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Fashion : Youth : Retail
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