Gen Proactive: A Guide to Galvanised Global Youth

Published 13 April 2022

Author

Estella Shardlow

Pragmatic, resourceful, empathetic – today’s young consumers are already forging the future they wish to see. Empowered by their digital prowess, they’re circumventing conventional institutions or gatekeepers to acquire knowledge, rally for causes and challenge toxic stereotypes. We’re calling this psychographic Generation Proactive. Here, we take a global look at their behaviours and ambitions.

Creative & Cautiously Optimistic

Taking a Stand

Thirst for Knowledge

Career Goals

Worries over pandemic-impacted finances, mental health and education loom large for young people worldwide. Still, they remain hopeful about their longer-term prospects, believing they have the qualities it takes to affect positive change. This creativity-prizing cohort sees self-expression as a means of both fortifying mental wellbeing and fostering more productive work or study.

We’ve been tracking the rise of digitally empowered youth activism since 2016 and through Covid lockdowns and elections – a raft of recent data shows this cohort has no intention of letting up on social justice and environmental issues. We explore the maturation of Gen Proactive’s protest spirit and empathetic attitudes.

Conscious of how Covid school closures have interrupted their education – and the shortcomings of traditional curriculums to prepare them for the world of work – Gen Proactive demonstrate considerable self-direction in their pursuit of learning. They’re lapping up extra-curricular courses, edutainment content and virtual networking.

Though their job prospects have been heavily impacted by the pandemic, Gen Z still cares about pursuing a career with a purpose – 63% feel it’s very or extremely important to work for an employer who shares their values (EY, 2021). Already, young workers are showing an inclination towards entrepreneurship, and are seemingly unfazed by the idea of automation in future workplaces.

Gen Proactive: A Guide to Galvanised Global Youth

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Topics

Race and Cultural Diversity

Sports & Leisure

Children & Youth

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