Youth

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

Behaviours : Big Ideas

Five Generation Z-founded brands to watch

By Emily Rhodes and Holly Friend 19 : 04 : 2022 Youth : Retail : Beauty

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

Five Generation Z-founded brands to watch

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

Opinion

Yassified Marketing

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

Advertising & Branding : Media And Entertainment : Society

News

A third of US Millennials support a cap on personal wealth

A new survey conducted by Harris Poll for Fast Company reveals that Millennials are the generation most likely to support a cap on personal wealth in the US. No other age group, including Gen Z (26%), indicated this much support.

Luxury : Finance : Youth

News

Wearables administers vitamins via colourful patches

Moving away from conventional vitamin pills, wellness brand Wearables has introduced vitamin patches.

Design : Health & Wellness : Youth

News

US Gen Z believe it’s OK to buy counterfeits

A survey by JUV Consulting published by The Business of Fashion’s Insights has found that most Gen Z consumers aged 13–25 in the US think it is acceptable for others to buy counterfeits, and more than a third of them are willing to wear fakes themselves.

Luxury : Fashion : Youth

News

Four Seasons Maui launches Camp Manitou kids and teen concept

Four Seasons Resort Maui is launching an adventure offering for kids and teenagers that celebrates the natural wonders of Hawaii.

Youth : Travel & Hospitality : Sustainability

News

TikTok will limit teens to 60 minutes of screen time a day

To make its platform healthier for young users, TikTok is applying a new daily screen time limit.

Stat : Stats : Statistic

Futures 100

Futures 100 Innovators: March

We look at 10 more innovators to watch as part of our Futures 100 Awards, which highlight those brands, businesses and individuals innovating for a better future.

Futures 100 Innovators : F100 : Beauty

Markets

Chinese Outdoor Fashion Market

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

China : Global Fashion And Style : Moncler

News

2 Speed Biking magazine combines fashion and motorcycles

A new coffee table magazine, 2 Speed Biking, aims to highlight motorcycle culture from a fresh and glamorous point of view.

Mobility : Youth : Fashion

News

Young people are driving demand for non-English films

A YouGov poll in February 2023 has revealed that more than one in 10 Britons (12%) streamed or downloaded at least one foreign language film in the previous month.

Youth : Media & Entertainment : Technology

News

Stat: European parents want AI lessons in schools

A new report entitled The Future of Education 2023 by Vienna-based online tutoring platform GoStudent has found that only 6% of children are being taught about artificial intelligence (AI) at school.

Technology : Youth : Society

News

Lego introduces characters with disabilities and complex emotions

As part of its Lego Friends universe, Lego has introduced a new set of characters with a wider variety of skin tones, cultural backgrounds, disabilities and neurodiversity.

Youth : Health & Wellness : Society

Markets

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

Big Ideas

Addressing Chinese Beauty Consumer Myths in 2023

Our latest research with Hot Pot China hopes to dispel Chinese beauty myths and provide decision-makers with the knowledge and confidence to build better connections with this audience.

Beauty : Wellness : China

News

Puma and Rhuigi is a slice of New York

Puma and designer Rhuigi Villaseñor have just unveiled the second part of their capsule collection inspired by New York and modelled by a diverse cast of everyday New Yorkers.

Fashion : Youth : Luxury

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Youth

Five Generation Z-founded brands to watch

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Why the lingerie sector must evolve for Gen Z:

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How to remix the wellness model for Gen Z:

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Five Generation Z-founded brands to watch:

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Are we heading for a post-demographic future?:

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Gen Zalpha India Market:

Wild Awake signals a future of Earth-centric learning:

Pliable Playscapes:

Confessional Clubs:

Crowdsourced Companions:

Welcome to the post-social era:

Provocation Platforms:

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Gen Z are shaking up the elitist art world:

Play-tail:

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Emerging Youth: Saudi Arabia:

Emerging Youth: AfroLATAM:

Next-generation Watch Market:

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How resell culture will define Gen Z banking:

Gen Z Hangout Market:

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The future according to: Azeema magazine:

Teen Ad-tivism:

Radical Relief:

Five evolutions of the future nightclub: