Youth

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

Trends : Micro Trends

Provocation Platforms

By Marris Adikwu and Abi Buller 29 : 11 : 2021 Social Media : Media & Entertainment : Technology

A societal resilience has led people to step out of their comfort zones in favour of dissenting perspectives. Now, this search for discomfort is filtering into the media.

Third-space culture:

As founder of Thiiird magazine, Rhona Ezuma is redefining our collective tomorrows by championing next-gen creatives from Black, people...

Style Magazine : Magazine : Magazines

AI Optimism Market:

Pushing back on doom, dive into the AI boom’s potential to make consumers healthier, more productive and equal.

AI : Creativity : Technology

Generative AI Magazines:

Channelling the creative power of artificial intelligence, innovators are producing entire print lifestyle magazines based solely on...

AI : Technology : AI Creativity

Gender Euphoria in VR:

Award-winning director and self-taught game developer Cameron Kostopoulos believes virtual reality can and will be a place for empathy...

Health & Wellness : Society : Media & Entertainment

She is Mother:

Talented women over 60 are finally getting their flowers and making more money than in their 20s in Hollywood, in modelling and on TikTok.

Society : Media & Entertainment : Youth

The Rise of the Expert Influencer:

As users increasingly seek transparency, trust and intention on Instagram, a new wave of influencers are emerging, full of professional...

Retail : Advertising & Branding : Fashion

Quiet Mode:

In a world full of noise, innovative features from tech and social media companies are helping consumers who crave a new kind of quiet.

Youth : Technology : Society

The Overconsumption Mindset:

Dr Daniel Benkendorf, professor of psychology at the Fashion Institute of Technology (FIT) in New York, considers why a growing number...

Sustainable Fashion : Climate Change : Global Warming

America puts the new in neurodivergence:

As inclusivity is no longer optional, mainstream US businesses are adopting accessibility strategies tailored to the neurodivergent...

Design : Health & Wellness : Youth

Spiritual Cosplay:

Gen Z’s appetite for mysticism has infused the fashion world, drawing on pseudo-spirituality and the cohort’s desire for escapism.

Youth : Fashion : Society

Kidswear Market:

Following in the global fashion market’s footsteps, the children’s section is becoming more agile and eco-conscious.

Fashion : Youth : Retail

In our body hostility era:

After a decade of dieting rebranded as wellness and a Western awakening to inclusivity and representation of marginalised groups in the...

Youth : Body Positive : Dieting

Video Dating Futures:

As users demand more authenticity when seeking romantic connections, dating apps are pivoting towards video-first formats.

Youth : Media & Entertainment : Technology

Women Without Kids:

Author, feminist and founder of the sober-curious movement Ruby Warrington chats to Martin Raymond about why women without children...

Society : Health & Wellness : Youth

Black art matters in Web3:

British artist Nubianizm explains how a new generation of Black visual artists find solace, community and compensation on the blockchain.

NFT : NFTs : Web3

RSVP: Communities Futures:

As generations entwine and age-dominated attitudes collapse and merge, we look at the trends defining and driving different...

Reports : Events

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:

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

Youth : Fashion : Society

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:

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:

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:

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:

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:

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

Youth : Media & Entertainment : Fashion

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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?:

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:

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:

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:

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

Youth : Education : Sustainability

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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

Youth : Marketing : Technology

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:

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:

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

Canada : Youth : Society

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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

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

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

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

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:

Led by an increasingly social mindset, young people are creating hyper-real forms of entertainment in a fight back against highly...

Youth : Entertainment : Media

Related to Youth

News

Stat: Youth unemployment reaches highest rate in China’s history

New figures released by China’s National Bureau of Statistics show that the country’s unemployment rate for youth aged 16–24 hit a record high of 20.4% in April 2023 – after rising from 19.6% in March 2023.

China : Youth : Unemployment

Viewpoints

Targeting ultra-high-net-worth individuals on social media

Social media specialist Lily Power argues that getting digitally social with the 1% is all about exclusivity, authenticity and tapping into women and Gen Z consumers’ empathy.

Luxury : Advertising & Branding : Retail

News

Stat: Masturbation part of self-care routine for over half of women

Audio erotica app Quinn and Cosmopolitan USA have revealed how masturbation has become a critical part of women’s self-care routine in their collaborative State of Self-Love report released in May 2023.

Youth : Health & Wellness : Society

News

Stat: Gen Z are going back to cash payments to budget and save money

A study released in May 2023 by personal finance company Credit Karma reveals that 69% of Gen Z are using cash more now than 12 months ago – and 23% say they use cash for most of their purchases.

Finance : Youth : Society

News

Stat: Nearly all British and American children consider themselves gamers

Digital marketing company Super Awesome has released its Retail, Gaming & the Next Generation report.

Youth : Media & Entertainment : Society

News

London’s Roundhouse launches space for young creatives

The Roundhouse in North London is launching Roundhouse Works, a creative centre for young people.

Youth : Media & Entertainment : Workplace

News

Stat: The next generation of consumers expect retailers to harness tech innovation

What is consumers’ stance on retailers embedding AI into shopping experiences? New research suggests that consumers not only accept but also expect retailers to enrich and personalise the online and real-life stores of tomorrow.

Retail : Technology : Youth

News

Stat: Smartwatch sales are no longer a threat to the Swiss watch industry

Research from Morgan Stanley shows that sales of smartwatches, including Apple’s top-selling version, have plateaued and no longer pose a significant threat to the high-end ranges of the Swiss watch industry.

Luxury : Technology : Youth

News

Stat: Gen Z are rewriting the rules of dating

Conducted by Tinder, the Future of Dating report 2023 reveals that Gen Z are leading a dating renaissance, challenging norms and prioritising authenticity and mental wellbeing.

Youth : Media & Entertainment : Society

Futures 100

Futures 100 Innovators : May

In the fifth longlist of our 2023 Futures 100 Innovators, we reveal The Future Laboratory’s chosen innovators and change-makers who are set to disrupt the lifestyle categories in 2023 and beyond.

Design : Food & Drink : Retail

News

Stat: Gen Z crave phone breaks more than Boomers

According to a new study by website-building company Squarespace, digital natives Gen Z are more willing to take a break from their devices than Baby Boomers.

Iphone : Iphones : IPhone App

News

Saint Laurent launches fine jewellery line

French luxury fashion house Saint Laurent has launched its first fine jewellery collection.

Beauty : Technology : Youth

News

Stat: US Gen Z and Millennials are adopting damp drinking

On TikTok, a new lifestyle trend is taking off, named ‘damp drinking’. It encourages responsible and less frequent alcohol consumption, without quitting alcohol altogether.

Youth : Food & Drink : Society

News

Stat: The majority of American Gen Z and Millennials aren’t vegan

Despite Gen Z’s reputation as an eco-conscious generation, a recent study by market research firm YPulse suggests that they are not as interested in plant-based diets as Millennials.

Youth : Food & Drink : Sustainability

News

Dove’s new Cost of Beauty campaign addresses youth mental health crisis

Beauty brand Dove has launched a new video for its campaign to raise awareness of young people’s precarious mental health.

Health & Wellness : Youth : Media & Entertainment

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AI Optimism Market:

Trend Briefing 2024:

Targeting ultra-high-net-worth individuals on social media:

No-lo taste lifts:

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Kidswear Market:

In our body hostility era:

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RSVP: Communities Futures:

Yassified Marketing:

Emerging Youth: Japan:

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Not your parents’ car:

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Heating up luxury fashion for Gen Z:

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Collegiate Nostalgia:

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Future Forecast 2023: Youth:

Gen Z Digital Wellness Market:

Teen Fashion Market:

Five apps introducing the next generation of dating:

Gen Z are waking up the energy category:

Emerging Youth: The Philippines:

Sports Rebranded:

How learning spaces are evolving for Gen Zalpha:

Why the lingerie sector must evolve for Gen Z:

Youth culture is entering its flat age future:

Gamer Wellness Market:

Why brands are next-gen career advisers:

Why Africa is the next hub for youth retail:

How to remix the wellness model for Gen Z:

Gen Z Parenting Market:

Five Generation Z-founded brands to watch:

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Generation Z Luxury Market:

Are we heading for a post-demographic future?:

Social Learning Networks:

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Pliable Playscapes:

Confessional Clubs:

Crowdsourced Companions:

Welcome to the post-social era:

Provocation Platforms:

The Zalpha Reckoning:

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Play-tail:

Education in 2030: Neo-knowledge exchanges:

Emerging Youth: Saudi Arabia:

Emerging Youth: AfroLATAM: