Gen Z

Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.

Youth Culture in 2025

From immersive experiences to creator-driven content and innovative storytelling, pop culture and media innovators are reshaping how audiences engage with entertainment

Big Ideas

Kidult Craze

Adults are gravitating towards playful, non-digital items such as plush toys, collectables and nostalgic characters to reconnect with and heal their inner child

Macro Trends

Gen Z Now and Next

Gen Z are entering adulthood burdened by global challenges, yet lack the tools or role models to drive the change they envision, leaving them paralysed by paradox

Behaviours

Gen Z in India

India’s Gen Z are reshaping tradition, blending heritage with global influences to promote sustainability, inclusivity, and individuality in the consumer landscape

Micro Trends

Safe Hate Spaces

A new wave of content creators is normalising complaining by sharing petty grievances and creating safe havens for connection

Markets

Emerging Youth: Ukraine

Ukraine’s youth are using fashion, music and culture as tools to create a new vision of their national identity that can compete on a global scale.

Youth : Fashion : Ukraine

Viewpoints

Are inner-city air taxis the future of clean mobility?

Remo Gerber, chief commercial officer of Lilium, on democratising air travel and the solutions that flying taxis will offer major metropolises and ...

Mobility : Technology : Far Futures

Big Ideas

Four ways Generation Z are transforming Instagram

From finstas to meme therapy, Generation Z are turning away from selfies and using Instagram to learn, debate, support and forge new friendships.

Youth : Social Media : Instagram

Macro Trends

Anxiety Rebellion

Instead of numbing their anxiety with substances or indulging in other vices, Generation Z are turning emotions into actions, challenging existing ...

Youth : Health : Culture

Micro Trends

Life-stage Brands

From adolescence to menopause, brands are helping to alleviate the biological inconveniences of being a woman.

Female Futures : Wellness : Marketing

Micro Trends

Social Media Music

While streaming services have expanded our musical libraries, a new generation of artists are creating records with our digital habits in mind.

Youth : Entertainment : Digital

Viewpoints

Why do Londoners love Nike so much?

The sportswear brand found success this week because it listened to its consumers.

Youth : Fashion : Gen Z

Markets

Childrenswear Market

The childrenswear market is booming, with the rise of Millennial parenting affecting everything from the aesthetic to the acceptance of a more luxu...

Fashion : Youth : Digital

Big Ideas

Brand Innovation Debrief: Sephora

With the opening of its largest flagship store in Manhattan in 2017 and a host of new initiatives, Sephora shows how to get beauty retail right.

Beauty : Retail : Youth

Micro Trends

Avatar Influence

From their role as brand ambassadors to their impact on consumers’ interactions in fashion, digital avatars are opening up new opportunities for ...

Fashion : Digital : Retail

Markets

Young Eaters

The eating habits of younger generations are being shaped by a greater appreciation of food and by parents who are instilling their healthy eating ...

Food : Generation Z : Baby Food

Viewpoints

Will vegans eat in-vitro meat?

Veganism is on the rise, but will the same people who scour restaurant menus for the magic green ‘v’ tick symbol be as likely to bite down on a ble...

Food : Culture : Veganism

Markets

Instagram Beauty Market

By providing a place for consumers to discover new under-the-radar products, Instagram has become a thriving environment for cult beauty brands.

Beauty : Digital : Social Media

Markets

Emerging Youth Travel Market

Emerging economies with youth populations eager to explore new territories will radically transform the travel and hospitality sector.

Travel : Youth : Hospitality

Macro Trends

Experience 2020

Customer experiences are becoming meaningless. But as we head towards the next decade, brands must ensure that they only invest in experiences th...

Experience : Experience 2020 : Tech

Micro Trends

Digital Store Fronts

The future of online shopping is being shaped by visual-first digital experiences.

Retail : Youth : Digital

Big Ideas

Next-generation Apps

Tired of narcissistic platforms such as Instagram, young people are moving over to private messaging apps that emphasise community, allow for ephem...

Youth : Digital : Technology

Big Ideas

How magazine Azeema empowers women from North Africa and the Middle East

The founders of Azeema magazine on representing strong-minded women, empowering young girls and championing inclusivity.

Youth Culture : Fashion : Belonging

Micro Trends

Safe Spaces

Generation Z are creating safe spaces out of a frustration at a lack of representation of women, people of colour and LGBTQ+ people.

Youth : Identity : Belonging

Markets

Emerging Youth: Mexico

A new form of counter culture is emerging in Mexico, driven by young consumers who are proud of their cultural heritage and outspoken critics of US...

Youth : Fashion : Digital

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