The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

Research has shown that despite their relatively low incomes, American Gen Zers are traveling more than ever. Young adults are seeking new experiences and connectivity from travel, creating opportunities for brands to repackage their offerings to meet this cohort's wanderlust.

Gens Y and Z are looking for ways to maximize their experiences over the summer of 2023 without compromising themselves financially. A desire for bucket list activities, from travel to concerts, is driving them to embrace travel hacks and more involved financial planning around trips.

Gen Zers are emerging as a significant consumer group for luxury brands, with their high-end spending growing rapidly. Viewing premium items as investments and making sure they do their research, this cohort is spending on small luxuries, exclusivity, and brand values amid the cost of living crisis.

How are Gen Z’s digital experiences changing their attitudes to physical things? What will the cost of living crisis mean for entrepreneurship? And how are young people changing trend cycles? Our 2022 Generational Snapshot of Gen Z explores the key behaviours shaping this cohort.