Generation Z are showing up their forebears with their activist and conscious attitudes towards each other and to the world at large. They are fighting back against social injustices in order to address the causes of their anxiety. Learning from the mistakes of Millenials, they are making more informed lifestyle choices in terms of work, finances, alcohol and drug use.
This presentation focuses on the next generation of disruptors, premiering our latest youth macrotrend. Part two promotes a deeper understanding of the truly global future consumer by studying Generation Z in five emerging markets.
Top: Nikita Iziev for The Future Laboratory
Right: Doyenne summer 2018 collection. Photography by Serena Brown
: Anxiety Rebellion
‘Generation Sensible’ exhibits a cautious attitude that is closely linked to anxiety. But today’s teenagers are taking a pro-active approach to their mental health and turning their worries into productivity. As they establish their place in the world, Generation Z are demonstrating radically new attitudes that help them to better deal with their fears.
This presentation reveals how these behaviours are manifesting themselves through trends including News Reclaimed, Alternative Spirituality, Internet Diet and Controlled Stimulants.
: Emerging Youth
Youth in developing countries are bearing the brunt of financial insecurity and job market instability. But these nations are more optimistic about social progress than their Western counterparts. Presenting unique research from LS:N Global, we chart the rise of The Chinese Dream; India’s youth driving a movement away from national chauvinism; and Mexico’s Generation Z channeling anger through creativity.
We examine Nigerian diaspora’s skill injection into the workplace and show how the country’s traditionally narrow version of masculinity is being challenged; as well as the ways South Korean youth are tackling misogyny and choosing not to conform to a homogenised version of beauty.
The Future of Youth can be booked along with our presentations on The Future of Brand Purpose, The Future of Wellbeing and The Future of Gender, at a discounted rate.
: Heresy SS18 Look Book by Studio Creme, London
‘The Future Laboratory’s presentation did exactly what we wanted it to – offer a glimpse of even further ahead in a compelling and engaging way to prepare for what brands need next’
Maya Draisin, associate publisher and head of marketing, Wired
Our Future of Youth in-house presentation connects your team with key rising trends, value shifts and case studies that will help your brand to connect with the new youth consumer. Our expert researchers and analysts foster an interactive environment to help you achieve your desired outcomes.
The presentation can be tailored to suit a range of formats. Perhaps you want to have a workshop to explore a new product concept, or you have an event that requires a thought-leading keynote? Our in-house presentation can inspire ideas and provide a practical guide to strategies for success in the years to come.
For more information about the themes we presented at Global Futures Forum 2018, download the event summary PDF here.
For more information, or to book this presentation for your own business or event, please complete your details on the Book Now contact form.
Meredith Smith is a Strategy Director at The Future Laboratory, working with clients across retail, beauty, FMCG, conviviality and hospitality to make insights actionable, working with brands like VF Corp, Chanel, P&G, Pernod Ricard, L’Oreal and Hilton Worldwide’s Luxury Division. Meredith is obsessed with consumer behaviour, from mundane acts to guilty pleasures. Her specialist areas are also her passions – strategic foresight and innovation.
Daniela joined LS:N Global in 2013, and she now oversees the Micro Trend, Safari and Tribe sections of the website. She is also one of the lead writers for our annual macrotrends. Writing across the consumer lifestyle sectors, Daniela has a fondness for food and drink, advertising and all things gender-related. Before working at LS:N Global, Daniela was a freelance journalist, writing in-depth profile pieces on creatives such as chef Fergus Henderson and choreographer Akram Khan.