In the UK, teenage girls can feel unwelcome and unsafe in parks largely designed for boys. Make Space For Girls is a charity campaigning for parks and public spaces to be designed gender-inclusively, raising awareness of issues while ensuring the voices of girls and young women are heard.

How Make Space For Girls prioritises teen girls’ safety

Kraft Heinz has launched a rebrand for Mio, a liquid concentrate additive to water, to focus on Gen Z-centric wellness behaviors. Young people are looking for customization in their snacks and drinks, and brands are responding by creating products to help hack their hydration.

Mio drops rebrand for wellness-focused Gen Zers

Poppi began as a small, Texan family-owned beverage brand known as Mother. Since rebranding in 2020, the prebiotic, apple cider vinegar-based soda has launched a massive 360-degree marketing campaign, found a large Gen Z market, and become a burgeoning competitor for the likes of Coca-Cola and Pepsi.

Why Poppi provides fun sodas for Gen Z health buffs

Young Koreans are leaving corporate jobs for professional certifications that offer greater security and higher salaries, eschewing corporate success for the certainty of safer fields. Reared in permacrisis, many Gen Zers are looking for security to safeguard against future catastrophes.

Young Koreans leave corporate life for stability

Eco-friendly brand Veja is expanding in the US and has launched its first cobbler studio in New York. Cobbling is an increasingly viable means of extending the shelf life of shoes. The increased demand for sustainable practices signals a shift in consumer culture, with purchase habits changing.

Veja opens its first American sneaker repair store

A collaboration between fragrance brand Documents and funeral goods provider Greatroam has produced a creative incense burner that taps into the wave of 'guochao' in China. Young people in the country are seeking contemporary takes on heritage to celebrate culture and access a sense of stability.

Incense burner collab brings luxury to Qingming Festival

Google’s new Australian campaign uses TikTok stars to show how its search engine app can help you navigate new experiences. From making a mocktail to navigating a foreign city, the campaign spotlights Google's benefits to a Gen Z audience that's increasingly turning to TikTok for information.

Google app helps Gen Z navigate their independence

L'Oréal Paris has launched a campaign featuring celebrity resumes highlighting the setbacks and accomplishments of notable women. As careers become less linear, people are looking for brand communications to celebrate their unorthodox paths to success and embrace imperfection.

L'Oréal highlights career failure on the path to success

After 2023’s year of fervent girlcore, it's clear that femininity is crucial to how Gen Zers express themselves. Canvas8 spoke to eight Gen Z women from across the UK to discover how their perceptions of femininity and gender politics shape their fashion and style choices.

The future of British femininity in a post-Barbie world

Content creator Nara Smith has garnered a colossal TikTok following by posting romanticized from-scratch cooking videos. Her popularity stems from a desire for slow content, a need for relief from burnout, and aspirations for traditional lifestyles as viewed through the lens of social media.

How Nara Smith captured Gen Z’s homemaking aspirations

Younger generations are now splurging on groceries, a shift from previous spending trends on luxury items like designer clothing and expensive vacations. People are looking for more everyday experiences of luxury, and flashy food and beverages are becoming a popular indulgence.

Millenials and Gen Zers are splurging on groceries

Research suggests that Gen Zers are becoming less active during a critical, habit-forming period of their lives. While many Zers are more health-conscious than other generations were at their age, there remains an opportunity to support young people’s mental health by improving access to exercise.

Gen Z activity levels prompt mental health concerns

As Gen Zers and Yers come to terms with not having it like their parents did, they're turning to crypto and 'financial hacks' to make things work. Amid a decline in trust in traditional financial institutions, brands have an opportunity to help young adults manage their finances in new ways.

Gen Z and Y are trying to hack home ownership

Dazed and IKEA have partnered on a collaborative zine that delves into the meaning of home for young people. The zine will be exclusively launched at Milan Design Week, showcasing the importance of relatable and authentic depictions of homeownership amid housing market challenges.

Dazed and IKEA court young homebuyers 

As Gen Zers turn away from dating apps, Hinge has released an ad aiming to recapture their hearts with a lighthearted way of championing the app's success in building lasting matches. Another iteration of its ‘Designed to be Deleted’ campaign, the ad taps a growing desire for meaningful connections.

Hinge ad levels up its 'designed to be deleted' position

Conservative media and wellness personalities are calling for young men to turn to nicotine pouches, framing them as aspirational lifestyle products that amplify traditional masculinity. This highlights the febrile position of masculinity in culture and opportunities to support open dialogues.




Right-wing media touts nicotine pouches as 'manly' fix

A survey has found that adults in the US are struggling to stay afloat, with the majority of adults living paycheck to paycheck. As inflation continues to threaten financial security, people are searching for brands and products that can provide holistic solutions and financial education.

Ongoing inflation impact is entrenching financial stress

Billie Eilish has gained nearly seven million Instagram followers in two days after adding all followers to her Close Friends stories. Social media has evolved to become more exclusionary, and communications are shifting to favor more closed-door communities to create a sense of connection.

Billie Eilish Instagram stunt adds millions of followers

Dove Men+Care has launched a new product to tap into skyrocketing interest from male consumers in whole-body deodorant. Research shows that men feel uncomfortable talking about their personal hygiene, and the release supports personal care with an understated and pragmatic offer.



Dove launches whole body deodorant as hygiene norms shift

Black progressive cultural commentator F.D Signifier is one of the most prolific Gen Y content creators. Focusing on politics, pop culture, and Black men’s wellbeing, he challenges traditional narratives and dismantles harmful gender stereotypes through his engaging video essays.




F.D Signifier spotlights Black masculinity perspectives 

Generations in Poland are divided over a proposed homework ban, as studies show that homework doesn’t always correlate to learning outcomes. The anti-homework stance from younger generations showcases a desire for more emotionally intelligent, unconventional, and inclusive learning pathways.

Polish homework ban showcases generational divide

A growing number of young Chinese people are investing in gold charms and jewellery in an effort to safely store their money amid economic volatility. As people grapple with uncertainty and a lack of trust, many are searching for decentralised approaches outside the mainstream to feel secure.

Chinese Gen Z turn to gold investments for security

China’s young people are abandoning their retirement plans as low pay and a difficult labour market hurt their future prospects. Gen Zers and Yers are looking for financial support and education as their optimism dissipates and an uncertain and potentially difficult future looms.

Disillusioned Chinese Gen Zers abandon retirement plans

McDonald’s Australia is looking to affirm its place in culture and cross-generational relevancy with a new Big Mac ad reviving the famous Big Mac chant. The ad tracks Australians trying to remember the chant throughout the decades, leveraging humour and nostalgia to land with 2024 audiences.

McDonald’s uses nostalgia to bridge generational divide

In an ageing country with fewer kids per capita than ever, South Korean adults are willing to spend money on the kids that do exist in their lives, driving a booming childrenswear industry. What’s shaping Gen Alpha’s fashion choices in their formative years, and what should brands watch out for?

Why are so many South Korean Gen Alphas wearing luxury clothes?

Beauty brand Sally Hansen has unveiled its first-ever male-led partnership with basketball player Jared McCain. As expectations of masculinity continue to shift, brands can partner with male athletes and icons who can champion new and inclusive archetypes of masculinity.

Sally Hansen's beauty campaign champions male icon

Popular internet personalities like Andrew Tate are having an impact in Australian schools, as teachers report struggling with students who watch his videos. The government has launched a project that works to address misinformation online around gender-based stereotypes and violence.

Aussie teachers struggle with Andrew Tate’s influence 

Motion sickness medication Dramamine has produced a documentary on the history of the barf bag, a playful nod to a technology made less common by the medication. Playful, oddball content is growing in popularity – creating an opportunity for 'serious' products to tap into a new cultural milieu.

Dramamine releases playful barf bag documentary

Political parties in India have enlisted the help of regional influencers to share political messaging. With contentious elections looming, this strategy highlights how politicians are turning to relatable figureheads to address younger generations’ declining trust in institutions.

Influencers tasked with election campaigning in India

Gen Z has been labeled the 'freelance generation' because they seek flexible work, but freelance gigs often come with the risk of instability despite promising control and freedom. Home From College targets Gen Z's job concerns: mismatched majors, sparse resumes, and a desire for flexibility.

Home From College helps Gen Zers find flexible employment

According to a new poll, Gen Zers and Yers believe that they’re spending too much money on streaming subscriptions. Mobile content is proliferating while young people are looking to cut costs, leading many to change their streaming behaviors and look for more affordable solutions.

Gen Zers look to cut back on streaming subscriptions

Good Girl Snacks’ Hot Girl Pickles cater to the TikTok-popularized ‘girl dinner’ trend, which focuses on transforming snacks into visually appealing, satisfying meals. The brand’s success reflects the evolution of snacking culture in the US, all the while raising questions about new food mindsets.

Why Good Girl Snacks builds on new snacking mindsets

Research from ZipRecruiter has revealed that businesses are tempting prospective employees back into the office by increasing salaries for full-time in-office jobs. Although remote work's best perks can't be remedied with more money, hybrid work looks set to appeal to Gen Zers in the workforce.

Hybrid workers need more than a salary boost

Lab-diamond fine jewellery brand Kimai has seen waves of success – from being spotted on Megan Markle to winning a £250,000 investment on the BBC’s Dragons Den. Even as a newcomer, its ethically conscious jewellery paired with a stylish aesthetic has made it a leading brand in the sector.

How Kimai makes fine jewellery guilt-free

Virtual dating is on the rise, particularly among Gen Z, as high costs make traditional dating too expensive for many. Despite digital fatigue, people are embracing online dates as more efficient, budget-friendly, and convenient ways to explore relationships in the digital age.

US Gen Zers embrace virtual first dates to cut costs

Ayo Edebiri has become a cultural icon, resonating deeply with Gen Z thanks to her authenticity and humor. From comedy hustle to prominent roles in shows like The Bear and the Marvel Cinematic Universe, she’s highlighting people’s demand for more authentic voices and figures in culture.

Why Ayo Edebiri appeals to the Gen Z girlies

In America, Gen Zers are turning to online side hustles to supplement their full-time incomes, earn extra money, and build transferable skills. As younger generations continue to distrust institutions, they're taking things into their own hands and earning on their own terms.

Side hustles spike as Gen Zers seek skills and spare cash

Realtors are using radical transparency in quirky social media videos to engage first-time buyers, deviating from traditional polished walkthroughs. This trend reflects a shift towards genuine content, resonating with young viewers seeking escapism and inspiration amid housing market challenges.

Realtors are creating relatable housing content online

TikTok has launched a revised rewards programme for creators who drive higher audience engagement. As people increasingly rely on online creators for recommendations, how can brands ensure that people receive tailor-made content that feels authentic and driven by values?

TikTok updates its reward offerings for creators

Facing a labour shortage, a German transport company is training students to drive trams on the weekends and between classes. With public services at risk due to a lack of skilled workers, there are growing demands for training and upskilling opportunities to attract young people.

German students drive trams amid labour shortages

In a quiet act of rebellion against strict rules in the workplace, young Chinese workers are flaunting their most 'gross' outfits at work. Beyond being comfy in their workwear, they're looking for ways to show up to work on their own terms, pushing back against rigid societal norms.

Young Chinese workers push back with 'gross' outfits

‘Cool’ may be hard to commodify, but cult independent newsletter Perfectly Imperfect has done just that. By creating a digital oasis where cultural insights and recommendations are shared free from algorithms and advertising, it maintains integrity by prioritizing genuine user taste exchange.

How Perfectly Imperfect broadcasts cultural cool

Several approaches have been developed to teach young Southeast Asians money management. However, economic issues and hustle culture make lessons hard to remember. That’s why The Simple Sum keeps financial literacy simple through bite-sized comic strips about real-life budget experiences.

Why The Simple Sum strips money talk down to comic truths

TikTok has created a youth council – a group of teenagers who give guidance and insights to the organisation. The move is part of a broader effort to make online spaces safer, as challenges posed by AI and misinformation mean younger generations are losing faith in traditional institutions.

TikTok Youth Council sheds light on digital safety

Among photography professionals and enthusiasts alike, older equipment is gaining momentum, with Y2K digicams, in particular, being prominently featured on platforms like TikTok and YouTube. What’s driving young people’s interest in these old-school and imperfect technologies?

What’s driving Gen Z towards old digicams?

With a host of updates focusing on protecting users' data while they chat with others, WhatsApp is incredibly popular among young people. Amid anxiety about data privacy on social media and the effects of algorithmic feeds, people are drawn to features that return a sense of control.

WhatsApp courts privacy-conscious young people

A report released by streaming platform Tubi shows that 74% of Gen Z and millennials prefer original content – reflecting a broader demand for fresh, diverse storytelling over remakes. This signals a shift towards authentic, innovative experiences over nostalgia when consuming media.

Gen Z is tired of movie remakes

PepsiCo has created a distinct Flamin’ Hot brand, separating it from its former place scattered under different flavors of chips. Gen Zers have exhibited a strong preference for spicy food, and brands are responding by adding heat across their product lines to cater to adventurous eaters.

PepsiCo brings the heat with Flamin' Hot rebrand

Offering an alternative to those escaping hook-up culture, Hinge succeeds by prioritizing meaningful and consistent connections. The app holds loyal users through conversation-stirring prompts, helpful filters, and an anti-swipe algorithm that urges conscious intention over temporary validation.

How Hinge captures the hearts of long-term daters

As trust in celebrities declines, a crop of young popular figures is emerging and tapping into authenticity to capture young audiences. What’s behind this new era of approachable celebs and how can brands hone in on fans’ desires to witness their favorite stars in relatable scenarios?

What’s behind the new era of relatable celebrities?

PNC Bank has launched a campaign asserting itself as the 'boring' bank, pushing back against instability in the financial sector throughout the early 2020s. As people react to volatility in the crypto market and the conventional economy, they’re looking for brands to project stability.

PNC Bank uses 'boring' label to promote stability

Inspired by the 'romantasy' communities of TikTok, elaborate fantasy events like book balls are gaining traction among Gens Y and Z. Driven by people’s desire for connection, escapism, and worldbuilding, brands have the opportunity to create immersive activations and experiences.




BookTok fuels a resurgence of immersive fantasy events 

Dune: Part Two is shaping up to be a major hit in China. The film has spawned internet memes and inspired fashion trends on social media. Following in the footsteps of Barbie’s success among Chinese audiences, it speaks to opportunities for more cross-border engagement with global cultural products.

Dune captivates China despite anti-Hollywood shift

A UN report has revealed that e-waste recycling efforts are falling short of production and consumption. As people look to reduce their carbon footprints and take sustainability into their own hands, they’re looking for brands that can provide education and help them make informed decisions.

People need more education about e-waste recycling

New York City's Sob Parlour pop-up offers SobSession's for purchase to let your feelings flow with the help of inspiring art, music, journaling tools, and a personal space to cry and embrace your emotions in private. The space welcomes you to enjoy an emotional detox by letting the tears flow. 

Sob Parlour is NYC’s first pop-up 'cry spa'

Cancel culture has evolved into a public accountability tool fueled by commitments to diversity and the desire for brands to mirror personal values. However, if not organized strategically and with a clear purpose, it becomes an avenue for virtue signaling rather than leading to substantive change.

Is anyone ever truly cancelled?

K-pop singer Bibi's single 'Bam Yang Gang' has topped the charts in Korea, sparking a surge in sales of the traditional dessert of the same name. Tapping into young audiences' trend-chasing psyches, brands are capitalising on people's desire for a sweet respite from the stresses of everyday life.

K-pop hit spurs retro dessert craze among young Koreans

The US has in dropped its standing in the Global Happiness Rankings, citing unhappiness in Americans under 40. Young people are facing a variety of stressors, highlighting how people are looking for opportunities to tackle both individual and systemic issues with empathy and action.

US happiness ranking drops among younger generations

The NBA has incorporated in-app live betting into its streaming app, NBA League Pass, featuring live updates on gambling lines alongside games. Although sports betting has become rapidly normalized, people are looking for brands to establish guardrails to protect younger viewers.

NBA League Pass in-app betting draws concern 

Data has revealed that most young Americans are turning to UGC content and online creators for entertainment, reducing time spent on streaming platforms. As the creator economy continues to evolve, there’s an opportunity for brands to champion diverse voices and gain the favor of young people.

Young Americans watch UGC over conventional entertainment

Coffee Mate has teamed up with Dr Pepper to release a creamer made specifically for ‘dirty soda’ – a TikTok trend featuring heavily doctored and customized soft drinks. Gen Zers are more adventurous in their tastes, and brands are looking for novel ways to play to their desire for customizable combos.

Coffee Mate develops creamer for customizable dirty soda

A study from Shopee found that Gen Z in Southeast Asia considers e-commerce platforms to be a key entry point for their shopping decisions. As well as highlighting the influence these platforms hold, the findings show how people are prioritising value and convenience to ensure they're spending wisely.

Southeast Asian Gen Z prioritise e-commerce platforms

Vinted has launched a campaign that highlights the problem of clothing overconsumption. The ad – which aired across Europe – shows people dragging piles of clothes with them wherever they go. It encourages people to rethink their impulse purchases and to instead buy with intent.




Vinted asks how many is 'Too Many'?

In a new short film, Gucci goes behind the scenes of new creative director Sabato de Sarno’s debut show, Gucci Ancaro. Unpacking his vision for the show, ‘Who is Sabato De Sarno? A Gucci Story’ reflects a wider trend of luxury brands lifting the veil on a traditionally opaque industry.

Gucci pulls back the curtain on its latest fashion show

A survey has exposed the extent to which young Americans are financially disillusioned, revealing that most Gen Zers and Yers feel they’re starting from further behind other generations. Feeling behind on conventional milestones, young people are changing their measures of success.

Young Americans are falling behind financial milestones

Grime is a popular music genre in the UK known for its gritty production and lyrically dexterous flows, soundtracking life in Britain. However, with the rise of mellow grime, the genre is expanding and injecting itself with fresh and vibrant new energy – reflecting the evolution felt by its artists.

Mellow grime signals shifting cultural appeal

Urban youth in Vietnam are feeling increasingly disillusioned by the promise of social mobility due to a housing crisis and the effects of ‘flex’ culture, leading them to redefine their adulthood. What does this mean for brands looking to engage with Vietnamese Gen Zers?

Why adulthood looks different for Vietnamese Gen Zers

Briefcases are making a comeback among younger people, who are mining the internet for inspiration from yesteryear. During a time of declining trust in institutions and culture, people are reviving vintage fashion to communicate a sense of timelessness and authority.

Briefcases are making a comeback with Gen Z

PUMA and plush toy brand Squishmallow have launched a line of ultra-soft footwear and apparel appealing to adults and kids alike. Brand collaborations like these highlight how people are finding comfort in subcultures that tap into their need for connection amidst turbulent times.

PUMA x Squishmallow collab encourages comfy subcultures

Musician Noah Kahan’s popularity has prompted an increase in visitors to his hometown as fans look to immerse themselves in his world. This behavior, serving as a testament to Kahan’s popularity, also showcases people’s desire to deepen their fandoms and cultivate lifestyles around them.

Noah Kahan fans make his hometown a tourist destination

Gen Zers are increasingly turning to dinner parties for socializing, sparking a new wave of businesses catering to personalized and unique experiences. As younger generations seek opportunities for community without breaking the bank, efforts that support creative options for connection stand out.

Young people host dinner parties for creative community

Are Gen Zers' workplace priorities set to change the UK's job market for good? Canvas8 spoke to British Gen Zers to hear their take on work-life balance, career progression, social opportunities in the office, and what they want from their employers.

What do UK Gen Zers value in their careers?

Solar terms that mark seasonal shifts are often used in Chinese customs, but brands have recently been using them to revive tradition. With young Chinese citizens seeking a connection to nature amid modern pressures, promoting breaks in nature for wellbeing can also help strengthen ties to culture.

Solar campaigns in China resonate with exhausted Gen Zers

A survey has found that Americans want authentic depictions of work and family in TV shows and movies. Amid the rising inflation and cost of living, people are connecting with honest on-screen portrayals, creating an opportunity for brands to provide positive representations in mainstream media.

US adults want work-life balance depicted on screen

Coach is expanding its offering in Southeast Asia with the launch of a restaurant and coffee shop in Jakarta. Both dining experiences will feature New York-inspired twists and flavours on its menu offerings at a time when young people are looking for unique and immersive food experiences.

Coach offers New York dining experience in Jakarta

According to a new poll, Americans prefer to stream movies rather than watching them in theaters, despite recent box office successes pointing to a desire for spectacle and communal experience. Post-pandemic, Americans’ desire for communal experience and convenience appear to be at odds.

Americans prefer streaming movies over going to theaters

The McDonald’s 2024 uniform collection, including bucket hats and denim skirts, was meant to give employees more flexibility to express themselves on the job. However, the move has been hit with backlash from employees who are threatening to quit over workwear that's ‘trying too hard’.

McDonald’s new uniform was right idea, wrong execution

Girls’ wrestling has become the fastest-growing high school sport in the US, driven by a significant increase in the number of states that now have women-only wrestling teams. As Gen Z continues to defy traditional gender roles, many young people feel empowered to try new things.

Girls' wrestling increases in popularity in the US

In a global campaign, Eastpak shines the spotlight on the creativity and resilience of live action role-play (LARP) communities. No longer viewed as a siloed form of entertainment, there's an opportunity for brands to tap into the power of niche subcultures and garner authenticity.

Eastpak campaign taps into creativity of LARP culture

While perfume has been around for nearly as long as humans, it is currently having a moment and outperforming sales of any other beauty products across the board. It seems like younger consumers can’t get enough of niche new fragrances and emerging scent brands. What’s behind perfume’s renaissance?

What’s behind perfume’s surge in popularity? 

Digital wardrobe app LehLah has enlisted Athiya Shetty to give its users insider access to the Bollywood actress’ personal closet. The campaign is speaking to Indian fashionistas who are looking for more peer-influenced-curation when it comes to product discovery and recommendations.

LehLah brings community intimacy to style discovery

As US lawmakers look to ban TikTok, creators fear their livelihoods will be disrupted, and millions of users have decried the move. Frustrated with Big Tech and governments' control of their digital lives, people may continue engaging with the platform through inventive and even elusive ways.

US creators lobby and innovate around looming TikTok ban

Gen Z's widespread adoption of anti-ageing solutions suggests their willingness to embrace cosmetic procedures to pursue youthful appearances that align with their fast-paced lifestyles. Are these procedures becoming as commonplace as beauty rituals, and what implications does this hold?

Why are Indian Gen Zers embracing cosmetic procedures?

According to a survey from Pew Research, teens and parents are still clashing over screen time. The results reveal the push and pull going on within families about adolescents’ freedom on the internet. As a result, parents are looking for platforms to build guardrails to protect their children.

Screen time remains a source of strife for parents

Snap has announced the return of its AR Ramadan mall, complete with new features to heighten the immersive retail experience during the festive season. It’s an example of successful localisation that goes beyond product to become an integral companion in the everyday lives of local customers.

Snap uses AR to bring Ramadan shopping to life

Utah’s first-of-its-kind social media regulation – slated for March 2024 – has been pushed back by legal challenges by the Foundation for Individual Rights and Expression (FIRE). The nonprofit claims that the Social Media Regulation Act will limit protected expression for at-risk youth in the state.

Lawsuit delays Utah’s social media crackdown

Nomi creates AI chatbots that act as romantic companions, emphasizing long-term connections and genuine emotional support. As loneliness persists and the IRL-URL divide blurs, the idea of dating an AI is gaining acceptance, with many young people expressing interest in a virtual partner.

Nomi encourages users to talk dirty to AI chatbots

Amid remote working styles and a lack of traditional hangout spots, many young people are lonely. TikTok disrupts this by emphasizing peer-to-peer interactions and fostering in-person connections, such as running clubs and cinephile meetups, turning online ties into real-world communities.

TikTok is forging IRL connections with digital 3rd spaces

A TikTok trend around exercising one’s jaw muscles to create more defined facial features has made its way into schools – troubling parents and teachers alike. Teens are finding dubious health information on the internet, and more guidance is needed to protect young people’s mental health.




'Mewing' signals need for online guidance

The grim financial outlook for young people is no secret – and they’re catching on. Their intense worries have given rise to ‘money dysmorphia’, with their fiscal anxiety spiraling even when their situation isn’t that bleak. How can brands help to soothe them and make them feel more in control?

Money dysmorphia is changing young spending habits

At Paris Fashion Week, Coperni updated its Swipe bag design with a science-backed twist: Aerogel, which is 99% air. By utilising this futuristic material and leading with science fiction-inspired design, the brand has created another viral moment, positioning itself as an industry innovator.

Coperni’s experimental bag elevates luxury codes

The city of Miami Beach has initiated stringent month-long crackdowns to control disorderly conduct on its shores. The move has drawn mixed reactions from the public, reflecting a sense of fatigue that people feel towards punitive measures that could potentially drive away value-driven consumers.

Miami introduces stringent rules for spring break season

Gen Zers were previously labeled as 'puriteens' and anti-sex, but an eHarmony study has busted that myth by showing they're being more intimate and sexually active. As young people's attitudes towards sex and relationships change, they're approaching romance more mindfully.

eHarmony reveals Gen Z's sex recession is over

TBS Radio has collaborated with Japanese apparel brand Fruit of the Loom to create a pop-up that allows people to steal. As young Japanese look for opportunities to indulge in bad behaviour and assert authenticity, brands can tap into playful transgression to appeal to novelty-seeking crowds.

Japanese streetwear pop-up beckons customers to shoplift

With UK Gen Z workers struggling to maintain a work-life balance post-pandemic, the younger generation is turning to wellness to solve their problems and looking for travel experiences that provide rest and relaxation. How can the leisure industry capitalise on this growing interest?

How Gen Z is embracing wellness travel for rest

Gentle Monster is more than a sunglass store with colossal robots. Its rich, immersive brand narrative is a survival tool for the future of luxury retail. Through experiential stores and experimental accessories, it highlights the power of quality experiences that stand out to the fashion-forward.

Why Gentle Monster turns Korean shades into mod spectacles

According to new research, Americans are working less since the pandemic, with high earners and young people leading the charge. An increased desire for flexibility is helping to reshape the American workweek, with top talent making their preferences clear in the early 2020s.

High-earning Americans are looking to work less

Posing like a girlboss in Reformation's "You've Got the Power" campaign, Monica Lewinsky is urging people to vote. Many Gen Zers, discovering her for the first time, now view her as an icon – reflecting a broader trend of celebrating anti-heroes challenging the system and 'taking down the man'.

Monica Lewinsky becomes Gen Z's celebrated anti-hero

Dove has launched a campaign to address the trend of teen and tween girls adopting anti-aging measures prematurely. Beauty trends on social media have the opportunity to turn toxic quickly, and parents are looking for brands to help Gen Alphas develop healthy, age-appropriate skincare habits.

Dove tackles Gen Alpha skincare anxieties

The UK’s general election in 2024 will be a significant milestone for many Gen Zers, marking the first time they will be eligible to vote. With the Conservative Party hoping to maintain its 14-year hold on power, how can it connect with right-leaning Zers? What do these young adults value?

What are Gen Z Conservatives' key values?

How do Gen Zers think and act as citizens and consumers? Canvas8’s expert insights offer a view into the world of this emerging generation.

Gen Z (born 1997-2010)