Call them Post-Youth, Gen-Z or straight-up Youts, this highly influential group of 16-24 year olds are radically changing the definition of what it means to be young today.
Born woke – informed, inquisitive and self-educating with a heightened awareness of race, gender and politics – they’re coming-of-age faster than any generation before them. Intuitively cynical of big brands, global media and the establishment, they're searching out the authentic as well as fetishising the fake; pursuing personal progression and communal creativity on one side, whilst subverting reality and tearing down social constructs on the other.
All this brings a potent mix of scepticism and optimism to the way they interact with each other and the world around them. This report takes a closer look at some of these attitudes and behaviours and what it means for the brands trying to navigate them.
Protein AGENCY provides insight, foresight and strategy for global brands that's rooted in culture and the collective knowledge of SEED CLUB - our decentralised research community of 450+ global experts.
