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.

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.

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.

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.

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.

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.

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.

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.

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.

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.