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

The Senior Papa Project is an initiative to support older fathers in Japan who are struggling to balance responsibilities with demanding work schedules and continued social stigma. As milestones modernise, social structures will need to adjust to accommodate changing behaviours with empathy.

The Senior Papa Project supports older fathers in Japan

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

Disillusioned with the state of the housing market, Gen Yers are giving up on their goals of homeownership and focusing on making their rentals their own with renovations. This is a signal of changing attitudes towards major life milestones and the troubling economic state of play.

Gen Yers are renovating rentals instead of buying homes

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

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 

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

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

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

Praised as an edgy blend of Jack Ryan and Girls, spy dramedy Mr. and Mrs. Smith reinvents the aughts-era Angelina Jolie and Brad Pitt film by highlighting Gen Y relationship anxieties. Its success speaks to younger generations' hunger for bold and subversive storytelling.




Mr. and Mrs. Smith spotlights Gen Y malaise

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

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

Coors Light Canada has released a campaign celebrating the everyday challenges of being a parent. The out-of-home ad ties into the brand's 'Chill' positioning by depicting everyday scenes of parenting stress and celebrating small moments of reprieve and relaxation amid the chaos.

Coors Light celebrates mundane moments of parenthood

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

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

Faced with increasing demands on their already squeezed budgets, many Gen Y families are making tough decisions about how to keep their kids occupied and entertained throughout the 2024 summer holidays. What resources are available to them, and how can brands lend a hand?

How will Gen Y families spend their summer holidays?

‘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

Pet wellness is becoming increasingly popular as our canine companions become family members to their pet parents. Human-grade dog skincare brand Floof is at the forefront of this fast-growing industry, helping pet parents improve the overall health and wellbeing of their fluffy friends.

How Floof puts wellness first for Gen Y pet parents

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

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

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 

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

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

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

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

Baby registry site Babylist has launched a wish list function for children’s birthdays and holidays that parents can send to friends and family. By helping parents simplify their kid’s presents and their shopping lists, the brand offers a clever way of keeping people in its ecosystem for longer.

How Babylist’s Wishlist helps parents get organized

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

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

The 2024 Generational Snapshot of Generation Y in the Asia-Pacific region explores how a move towards purposeful living and stable life has Gen Ys spending with more intention, taking care of their health and overall wellness, and enjoying the freedom that comes with not having children.

2024 APAC Gen Y Snapshot

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

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

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

Gen Y women are set to inherit more money than their male counterparts, opening up a new wealth landscape that will emerge over the coming decades. Women have different investing habits compared to men, presenting diversification opportunities for existing financial products and organisations.

Future wealth transfer will benefit Gen Y women most

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

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

Mindful Cookalong brings listeners on a journey, with the end goal of both a delicious meal and a relaxed state of mind. Set to lo-fi beats and peppered with grounding techniques, the routine act of cooking dinner is transformed into a mindfulness exercise rather than a chore.

Cooking podcast helps Gen-Z find zen in the kitchen

Despite changes in principles, traditions are still a living part of Indian culture, especially through material memory. This is why the jewellery brand Aurus crafts artisanal pieces that appeal to family-oriented and autonomous women, preserving Indian tradition through highly visual storytelling.

Why Aurus crafts visual heirlooms for modern Indian women

Fitness trackers aren’t new, but the level of detail they offer is changing. Take the WHOOP band 4.0; it can learn a user's body norms and routines and help them achieve fitness goals through tailored recommendations. What do personal tech innovations like this mean for the future of fitness?

How WHOOP’s approach transforms fitness tracking

The 'Girls Just Wanna Grow Plants' campaign by the Agency for Nature appeals to Gen Z women seeking an escape from hustle culture and a connection to nature. Despite the positive impact nature has on mental health, many young Britons feel disconnected from nature, causing them to seek it out. 

Agency for Nature pushes for rewilding rustle culture 

In celebration of the Global Day of Unplugging, Dating app Hinge has released an iPhone-shaped guide to spending time offline. The guide is part of the brand’s wider social impact scheme to tackle loneliness in a world where Gen Zs want to switch off, but don’t always know how.

Hinge’s Phonebook teaches Gen Z how to connect IRL

SSENSE has grown into one of the biggest names in fashion retail and a favoured destination for Gen Y and Z designer label enthusiasts. As young consumers enter the world of luxury shopping, how does the brand’s cultural appeal align with their shopping needs and desires?

How SSENSE improves young people’s access to luxe fashion

Gen Yers are increasingly worried about outliving their savings, turning some towards get-rich-quick options over sensible savings. While some remain optimistic about retirement, there's a need to educate young people about responsible methods for planning their futures.

Gen Yers are looking for retirement help

In his first standalone collab for LV, Pharrell Williams has enlisted Tyler, The Creator to design a capsule collection. While people feel increasingly ambivalent about celebrity influence in consumption, the drop demonstrates the enduring power of brand collabs when done thoughtfully.

LV capsule taps Tyler, The Creator to amp up star power

Gen Y and Gen Z are discovering watch-collecting as a way to signal and flex status, and they’re elevating their game to take advantage. Against this backdrop, British watchmaker Christopher Ward has catapulted to the top of the mid-range pile, winning admirers from across the globe – but how?

How Christopher Ward bucked watch-collector expectations

Gen Yers may feel like they’re redefining what it means to be in one’s 30s and 40s, but are their youthful appearances and attitudes solely a result of consciously avoiding traditional ageing? Or have economic structures made the typical markers of adulthood a financial impossibility?

How economic woes led to an extended youth for Gen Y

Jil Sander, the sleek, sophisticated brand with a storied history, is often lauded for its minimalism, but its creative efforts demonstrate how luxury can be so much more than quiet. In doing so, it is attracting younger consumers who are looking to add individualism into the mix.

How Jil Sander’s anti-nostalgia approach taps Gen Zers

A 50-part video series posted by TikTok user Reesa Teesa detailing her ex-husband’s pathological lying has gone viral on the platform. Exemplifying social media as reality entertainment, the phenomenon also reveals people’s paradoxical attitudes toward long-form storytelling.

‘Who TF Did I Marry’ storytime takes TikTok by storm

After a TikTok moment launched Stanley Quenchers to virality, the brand has strived to maintain its fans by embodying modern wellness and collectibles culture. Their popularity demonstrates how even established heritage products can acquire new meaning when applied to fresh cultural contexts.

Why Stanley cups drive a thirst for emotional collection

Research has revealed that Gens Y and Z are more prone to aggressive driving accidents than older generations. Driven in part by elevated levels of anxiety among younger people, automakers and brands in this space have an opportunity to help limit stressful driving conditions.

Gens Y and Z are suffering from road rage in the US

Cubicles are back in style for young employees who value privacy and concentration, preferring them to open offices. Nostalgia and a desire for personalization are driving the interest, causing a shift towards balanced work environments that foster productivity as people return to in-person work.

Gen Zers hail the return of the office cubicle

As inflation continues to threaten financial security and wellbeing, young Canadians are feeling anxious and taking on more debt to remedy current financial challenges. As a result, people are finding their solutions to manage debt but need support with more holistic solutions for their finances.

Younger Canadians need better support navigating debt

Survey data suggests that US Gen Yers are more interested in a work-life balance than other generations. Despite economic insecurity, many young people are prioritizing their personal lives over salaries, pointing to the demise of 'hustle culture' and a rejection of workplace burnout.

US Gen Yers prioritize work-life balance over salaries

China’s top developers face scorn from the nation as they file for corporate default, leaving homeowners-to-be far from the promised land. As the Chinese youth are caught between a housing crisis and long-standing expectations of home ownership, they have resorted to living in ‘refined poverty.’

Young Chinese people resort to ‘refined poverty’ amid housing crisis

Bearing a rising cost of living and the financial burdens of their parents and children, Indonesians are now managing their finances at much younger ages. As they brace themselves for this double whammy, Gen Z-focused app Whiz aims to empower them – one less lonely financial journey at a time.

How Whiz helps young Indonesians bond with family and finance

Grind has grown from a single location in Shoreditch into an international coffee brand that speaks to the lifestyles of young professionals. As Britons remain willing to splash out on their caffeine hits, the brand has become a hub for those seeking little luxuries amid high inflation.

How Grind turned coffee into a lifestyle companion

Lowe's Style Studio on Apple Vision Pro is a VR experience that aims to simplify the kitchen design process. The move aligns with the demand for AI/VR-enabled shopping experiences while also addressing the demand for personalized living spaces that better reflect people's interests and styles.

Apple Vision Pro elevates kitchen design at Lowe's

Many fintech apps focus on making complex financial topics – like stock picking and compound interest – easier for the average person to understand. London-based Communion goes one step further, targeting young people who feel like they can’t even make a start with savings.

How Communion helps Britons to save money

Young daters are looking to form genuine connections with one another, and general dating apps aren’t meeting their needs. For people with strong values and interests, like veganism, an app like the meatless matchmaker Grazer is one way daters can connect with like-minded people.

Why Grazer is connecting values-driven vegan daters

Disneyland Paris has reopened a hotel after a two-year transformation with a focus on providing guests with an immersive Disney experience. As people look to TV and film for travel inspiration, there is an opportunity for brands to offer fans real-life experiences of their favourite storylines.

Disneyland Hotel offers fans an immersive royal stay

Hestia Cigarettes is leveraging online influence and word-of-mouth marketing to appeal to modern smokers. By harnessing the power of UGC and leveraging the rebelliousness and nostalgia many young Americans have adopted, it has positioned itself as a cult brand and ‘cool’ alternative to vaping.

How Hestia became a cult brand among modern smokers

E-commerce giant Meituan has launched an in-app feature that helps customers avoid last-minute shopping during Chinese New Year. As super apps become ubiquitous, there’s an opportunity to help ease customers’ mental load and enable them to stay present in the everyday occasions that truly matter.

Meituan makes Chinese New Year a stress-free celebration

Faced with algorithmically enforced censorship on social media, users are relying on algospeak, a form of coded speech, to communicate. How can platforms protect free cultural and political expression while ensuring that algospeak isn’t used to disguise harmful online speech?

How is 'algospeak' changing online activism language?

A study found generational differences in Lunar New Year spending in Southeast Asia, along with family members taking the lead in shopping. The report highlights how brands have the opportunity to be attuned to specific demographics and their needs by paying close attention to family dynamics.

New family dynamics emerge from Lunar New Year report

Chinese game developer Papergames has launched Love and Deepspace, an immersive 3D-style dating sim that’s garnering massive hype in China. Its success speaks to how virtual romance games are providing Chinese women with an alternative outlet to assert agency over their intimate lives.

Sci-fi dating sim captivates Chinese women gamers

According to industry experts, adults shopping for themselves drove an outsize portion of toy sales in 2023. Many grown-ups are buying analogue toys for their nostalgic appeal, collectability, and use for offline social play – leading the industry to factor ‘kidults’ into their plans for the future.

'Kidults' are leading toy sales despite inflation

Social media has long been a part of Indonesian politics, but the campaigning season for the 2024 election saw presidential candidates establishing social media personas and working closer with influencers. What’s going on, and what can brands learn from this shift towards online campaigning?

Inside the influencer-ification of Indonesian politics

Japanese dating app company Tapple has created Koi Suru AI, a dating simulator that uses generative AI to tailor gameplay. As dating woes continue to plague young Japanese, there’s an opportunity to harness tech as a means to facilitate – not replace – meaningful IRL connections.

Tapple encourages romance in Japan with AI dating sim

Mixed martial artist Keith Lee has gained fame on FoodTok despite his culinary inexperience, with viewers instead being drawn by his relatable personality and no-nonsense approach to critiquing cuisine. As audiences put their trust in real people, candid content is gaining favor in digital spaces.

How Keith Lee became a culinary tastemaker

With only one Southeast Asian stop in The Eras Tour, Filipino Swifties saw daylight in the form of Taylor Sheesh. The drag queen recreates Taylor Swift’s performances in local mall shows and private events, making the concert hype accessible for fans while pushing queer visibility to the mainstream.

Why Taylor Sheesh’s drag enchants Filipino Swifties

The Australian Government has joined forces with Ogilvy to release 'Beforeplay', a campaign aiming to normalise STI testing. As companies heed desires to see sexual health de-stigmatised, they're leaning into a radically transparent approach, creating a space for guilt-free honesty and action.

Australian Government attempts to normalise STI testing

Wine drinkers appear to be pushing back against the years-long premiumization trend in the sector, incentivized by a rapidly expanding spirits category to experiment. Increasingly novelty-seeking and budget-conscious drinkers are looking for innovation from their favorite tipples.

Wine drinkers push back against premiumization

Conventional markers of womanhood are shifting as people recalibrate life milestones. Amid the pressures of the cost of living crisis and weak health and childcare systems, French authorities are rethinking parental leave to combat low birthrates.

French parental leave reform signals motherhood shift

Despite younger generations driving the growth in ESG funds, recent polls reveal their interest in this has declined since 2022. Their investment preferences now align more with Boomers, signaling a shift away from prioritizing values over returns due to various economic and political pressures.

Interest in ESG funds plummets among Gens Y and Z

Pepsi Wild Cherry has launched a campaign targeted at older Gen Yers, lovingly poking fun at the reality of a wild night being a tamer in one’s late 30s than it may have been in the past. As notions of indulgence change with time, brands are tapping into nostalgia to connect with aging Gen Yers.

Pepsi's 'Get Wild' campaign targets aging Gen Yers

LG Household & Health Care has debuted Ugly Lovely, a new cosmetics brand that repurposes ‘ugly’ foods into eco-friendly skincare ingredients. It’s offering Korean customers a refreshing spin on what it means to be ingredient-conscious in an increasingly crowded clean beauty landscape.

Ugly Lovely combines K-beauty with combating food waste

For its annual commercial, Meat and Livestock Australia looks to bridge generational divides with a shared national love for a lamb BBQ. As polarisation deepens, this campaign leans into the nostalgic power of shared enjoyment and the reassuring reprieve of comfort food.

Satirical ad unites Aussie generations with a lamb BBQ

Progressive Insurance has released a comedic spot appealing to young homeowners by mocking their parents. As younger generations seek financial guidance amid economic turmoil, financial providers are tasked with making the experience more relatable and less intimidating.

Progressive Insurance attracts young adults with comedy

Perifacon is a gaming convention which is bringing accessibility and visibility to Favela communities, while highlighting their clout in Brazilian culture. Instead of waiting for established players to come to their country, Brazilian fans are building their passion sites in their own backyard.

Perifacon democratises fandom for Favela communities

The Mexican state of Nayarit has jumped on the 'travel dupes' trend – a term used to describe lesser-known destinations comparable to touristy or expensive sites. The turn to dupe destinations reflects fatigue from cookie-cutter experiences and a growing financial savvy among travellers.

Mexican state woos with ‘dupe travel’ experiences

As people set their New Year fitness goals, many will be looking to sign up for a gym, which can be an intimidating first step. However, Planet Fitness is looking to appeal to people seeking out safe and welcoming spaces to exercise by calling out toxic fitness narratives.




Planet Fitness celebrates judgement free workouts

With its authentic relatability and era-specific costumes, Netflix’s The Archies pays homage to the iconic clothing of the 60s, reinforcing the retro trend in Indian fashion. An adaptation of the Archie comics, the film localises its independent storylines and aesthetics for modern audiences.

Why The Archies is bringing vintage to Indian Gen Zers

There has been an increase in criminal activity in South Korea, with most offenders being under the age of 30. Disillusioned youth are turning away from mainstream society to alternative sources of authority – pointing to a need for improved societal and structural support to help youth development.

Organised crime spike points to a need for youth support

A decade since its first store in China, the retail store MINISO has seen itself become a global lifestyle brand offering affordable, top-quality products. With thousands of locations globally, it entices ‘kidults’ through blind boxes and themed stores that elevate the dollar-store experience.

Why MINISO spreads the ‘kidult’ lifestyle in global retail

Diet Sabya is an Instagram account that has gained prominence in the Indian fashion industry. Its rise to relevance reflects a broader cultural shift among younger Indians, tapping into the zeitgeist that seeks transparency, calls out imitations, and appreciates genuine creativity.

How Diet Sabya builds a Gen Z fashion democracy in India

Chinese youth are embracing a trend of becoming 'full-time children,' moving back in with parents to achieve work-life balance. Social media – particularly Xiaohongshu – has become an outlet to express frustrations with traditional norms and prompt reevaluation of life goals with a focus on balance.

Chinese youth embrace ‘full-time children’ movement

SunnyD’s foray into the vodka seltzer market is a strategic move aimed at tapping into the nostalgia of a generation that fondly remembers the drink from their youth. By merging the past with the present to create a contemporary drink experience, SunnyD is broadening its brand appeal.

How SunnyD Vodka Seltzer builds on nostalgic drinking

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

Gen Y (born 1982-1996)