Youth

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

Behaviours : Big Ideas

Rebranding recruitment for Generation Z

By Holly Friend and Olivia Houghton 15 : 04 : 2020 Youth : Media : Workplace

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

Rebranding recruitment for Generation Z

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Yassified Marketing

Yassified Marketing:

Appropriated by all corners of the internet, African American Vernacular English could simultaneously sell authenticity and empower...

 Advertising & Branding : Media And Entertainment : Society
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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