Published 21 March 2023

18 min read

In 2023, young people are trying to cope with the cost-of-living crisis and the accelerating climate emergency. This outspoken generation is divided on these global issues: while some are fighting for environmental equity, others are defending conservative-leaning values. Stylus unpacks the key trends playing on youngsters’ minds this year.

1. Weathering the Polycrisis

2. Digitised Etiquette Rules

3. Political Agnostics

4. Youth-Suited Tech Tools

5. Retro-ish Recreation

6. Manifesting Mental Growth

7. Modern Purity & Liberating Sexualities

8. Hustle Contradictions

9. Polarised Masculinities

10. African Youth Ascending

Amid converging crises – climate change, cost of living, and the war in Ukraine – Gen Zers are looking for stress-reducing tools and activities to manage their plummeting mental health. Smart brands are stepping up with practical wellbeing and finance tips, while others are providing relief from conflicts and other global issues.

Amid converging crises – climate change, cost of living, and the war in Ukraine – Gen Zers are looking for stress-reducing tools and activities to manage their plummeting mental health. Smart brands are stepping up with practical wellbeing and finance tips, while others are providing relief from conflicts and other global issues.

Summary

1. Weathering the Polycrisis

Amid converging crises – climate change, cost of living, and the war in Ukraine – Gen Zers are looking for stress-reducing tools and activities to manage their plummeting mental health. Smart brands are stepping up with practical wellbeing and finance tips, while others are providing relief from conflicts and other global issues.

2. Digitised Etiquette Rules

Young people are developing vernacular and etiquette rules that reflect their very online lives. Brands must pay attention to these new norms, which include an inclination to favour displays of failure or imperfection, as well as the rise of ‘algospeak’ – which uses code, euphemisms, and omissions to bypass social media language restrictions.

3. Political Agnostics

Today's youth are divided on their role in politics – some want to actively participate in established systems, while others are becoming increasingly distrustful. Regardless of outlook, many young people are challenging entrenched systems like capitalism, while using online platforms to protest.

4. Youth-Suited Tech Tools

Technology is being embedded into young people’s lives at ever-younger ages. Gen Alpha is 27% more likely than older generations to own a smartwatch (GWI, 2022), while 54% have tablets (Morning Consult, 2023) and 42% have a smartphone (Common Sense, 2021). To ensure responsible use, schools are offering modules teaching students how to be responsible online citizens.

5. Retro-ish Recreation

Echoing themes from Analogue Allure, young people are embracing old-school leisure pursuits. Gen Zers are among classical music’s most ardent fans, and they’re flocking to physical bookstores to bond over novels (discovered via #BookTok). Relinquishing one’s smartphone is even gaining social cachet, as youngsters form social media abstinence clubs.

6. Manifesting Mental Growth

Young self-care sceptics may be shunning performative wellness, but they’re still caring for their wellbeing by experimenting with unconventional self-monitoring metrics. Frontal lobe development has become a concern for 20-somethings, while new apps offer tools for these wellness experimentalists to track their physical and mental health.

7. Modern Purity & Liberating Sexualities

Young people are re-evaluating romance and sexuality, with some opting to practice celibacy and others embracing casual, commitment-free relationships. Dating apps are facilitating the shift by expanding their focus to everything from ethical non-monogamy and hook-ups to abstinence.

8. Hustle Contradictions

Gen Z workers are seeking a balance between financial stability, flexibility and professional ambition, as encapsulated by movements such as quiet quitting and ‘let it rot’. Early career mentorship, salary transparency and a four-day work week are at the forefront of their minds – concerns that up-and-coming job platforms are catering to.

9. Polarised Masculinities

While masculinity seems to be in flux – with campaigns, movies and services highlighting male sensitivity – some are rejecting the idea of toxic masculinity and leaning towards alt-right ideas. As these viewpoints take root, brands are pushing back with gentler depictions for boys to follow.

10. African Youth Ascending

With Africa's young population expected to grow substantially by 2050, its youth culture's global influence is poised for massive expansion. This can already be seen in the growth of skating communities and fashion, as well as regional TV shows with worldwide appeal.

10 Youth Trends to Watch 2023

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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.

We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.

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