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.
