In this exclusive report, The Future Laboratory travels from Brazil to South Korea, and Kenya to India, to analyse what local Gen Z think, need and dream of – and what your business can learn from them.
Our Global Youth Atlas draws on research conducted in 11 locations and the perspectives of nearly 40 contributors. In these pages, you’ll access a snapshot of each cohort, packed with insights, stats and case studies that help you step into the shoes of a 20something Saudi, Singaporean or Canadian. The report also features strategic opportunities to help you and your team understand how these signals can inform your next business strategy as new centres of soft cultural power emerge around the world.
For global brands, these dynamics carry important lessons. Live-stream shopping in West Africa and APAC foreshadowed the rapid adoption of TikTok Shop in Europe and North America.
Gen Zers in Thailand, Southeast Asia and East Asia kicked off the Labubu craze in the summer of 2024.
And those dreamy, colourful TikTok edits seen during presidential election campaigns in the US, France, Chile and Indonesia?
They were fan-made video montages, first popularised by the K-pop community in the 2010s to celebrate their favourite idols. Those teens did it first.
What's in the report?
As our fragile democracies and big tech continue to reward fear of ‘the other’, this report reminds us that to build better futures, we must recognise what connects us all. The chapters that follow examine these shifts in detail.
They connect lived experiences with actionable strategic implications and show how youth culture is reshaping the global landscape of consumption, engagement and creativity. To study these movements is to study the foundations of the future. Fasten your seatbelt – and bon voyage.
The report delves into regional Gen Z insight and also includes foresight reports on Gen Z’s approach to money, their evolving value systems and their augmented future identities:
- Brazil: Putting the P in Purpose
- South Korea: Status Hunting
- Kenya: A Generation Demanding Accountability
- Viewpoint: Augmented Futures for Next-gen Teens
- Indonesia: Faith in the Age of Social Media
- Canada: The Power of Multiculturalism
- India: The Rise of India-viduality
- Market Insight: Cultural Capital
- Singapore: A Gen Z City State of Mind
- Australia: Endorsing First Nations Recognition
- The Maghreb: From Instability to Creativity
- Viewpoint: Gen Z’s New Value System
- Saudi Arabia: The New Luxury Tastemakers
- Nigeria: Japa, Sapa and Afrobeats
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