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Brief Published: 2 Jul 2018

Deciphering the behaviour of all demographic groups is a vital part of our work, and the youngest generations – the connected consumers of the future – are the most crucial for brands to watch.

Aside from being the fastest to adopt new technologies, Gen Z (aged nine to 23) hold great purchase influence in their households. And in terms of personal and social diversity, they’re among the most open and accepting consumer groups we’ve seen.

We’ve just published 10 Youth Trends to Watch, which charts the impact these trends are likely to have on multiple industries. Looking at just three of Gen Z’s polarising behaviours paints a fascinating picture of an enterprising group who are resourceful, mindful and inventive – and looking for brands to support their development in relevant and meaningful ways.

Three-quarters (77%) of 14- to 21-year-old Americans already earn their own money (White Paper, 2017)

Youthful Enterprise

This inspiring new generation of teens has an unprecedented entrepreneurial spirit; more than three-quarters (77%) of 14- to 21-year-old Americans already earn their own money. These tech natives are trading cryptocurrencies and turning their social media platforms into mini e-tail economies. And they’re looking for media outlets – like Teen Boss magazine and social network Maverick, both of which provide practical advice for savvy teenpreneurs – to help them build their own brands and learn start-up skills.

16- to 24-year-olds in the UK are over three times more likely to be regularly lonely than over-65s (ONS, 2017)

Connecting Gen Lonely

A mental health crisis is gaining public attention across generations. Alarmingly, despite the perception that Gen Z is socially connected, the Office for National Statistics has found that 16- to 24-year-olds in the UK are over three times more likely to be regularly lonely than over-65s.

We believe there’s a real need for compassionate brands to promote self-care through a number of initiatives like wellbeing apps and products, and community hubs that bring young people together in real life.

Crafting Creative Identities

Further to valuing connection and commerce, Gen Zers seek new forms of self-discovery and ways to express their identity. The beauty sector in particular is responding well with teen- and tween-targeted products that promote creativity, experimentation and diversity – which is also prompting huge industry growth. Brands like Crayola are recognising young people’s self-confidence issues and responding with make-up that encourages them to explore and express their personalities.  

Crayola Beauty

In our Asian Beauty Now Spotlight Trend reports, we’re watching a wave of influence coming from the East in the form of clever teen sub-brands and new formats that cultivate inventive behaviour. From Shiseido’s teen brand Posme, with its addictive shareable make-up stickers of single-dose, multi-use colour for the eyes, cheeks and lips, to South Korean beauty brand Etude House’s in-store Color Factory for developing the ultimate in personalised palettes.

As July gets underway, we’re turning our focus to opportunities for engaging with an older market – ‘the middle-aged gap’. We’re also excited to continue building our psychographic landscape – the seeds of our next Consumer Zodiac. Watch this space.

Have a great month,


Tessa Mansfield

Chief Creative Officer