We spoke to 6,000 Gen Zers across the UK and US to go beyond the headlines and uncover what’s really going on: from shifting identities and splintering values to how they spend, speak, and show up in the world.

What we found isn’t just a change in attitude: it’s a generational tipping point

This is a cohort coming of age in chaos: priced out of home ownership, disillusioned by politics, juggling side hustles, and burning out before 25. But they’re also resourceful, creative, and rewriting the rules as they go.

We unpack what’s keeping them up at night, what’s driving their decisions, and what it all means for brands trying to stay relevant in a world Gen Z is actively reshaping.

From the deepening gender divide and the rise of unqualified wellness influencers, to Gen Alpha’s early struggles with tech, identity, and belonging, this report breaks down the forces shaping a new generation.

The Youth Trends Report isn’t guesswork. It’s straight from the source

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