Gen Z and LGBTQ+: a new era for sexuality and gender?

It’s LGBTQ+ History Month in the UK, and by looking at the past, we can see how patterns for the future are emerging. Here, we discuss how Gen Zs are challenging the legacy of Section 28. The younger members of...

Gen Z and International Women’s Day – a deep dive

International Women’s Day is happening next month. This year, meet a demographic that’s right at the heart of breaking down gender binaries and stereotypes – Gen Z.   Marked annually on 8 March, International...

Black History Month: a time to reflect and look ahead to positive change

As the beginning of Black History Month gets underway in the US, we explore how Gen Z’s activism is influencing positive change and paving the way for an anti-racist future. Black History Month has been commemorated...

Gen Z beauty: affordability, ethics… and a little bit of fun

Our Youth Brand Youth Affinity Tracker puts affordable beauty at the top of Gen Z’s list – but that doesn’t necessarily mean they’re sacrificing ethics. From the moment they picked up their first makeup brushes,...

Generation Covid: how the pandemic is shaping Gen Z’s attitudes towards health

Reputable for being the most diverse generation to date, could Gen Z be the most health conscious, too? We explore how the Coronavirus is influencing Gen Z’s attitudes towards their health. More of today’s young...

The truth behind Gen Z’s ever-present nostalgia

From Y2K fashion and 90s bangers to longing for a time before they were even alive, Gen Zs are no strangers to nostalgia. But just how deep does their obsession go? Back towards the end of 2020, a TikTok trend...

Quick explainer: the US student debt crisis

By the time US college students graduate, they’re likely to have accrued almost a lifetime of debt. The key question is – how did this happen? And how can student-facing brands and institutions soften this dire financial situation?...

How Gen Z voters shaped the US election

With a record turnout spanning every state, Gen Z came out in force to shape their future in the US election last week. We check in on the issues that got them voting – and their methods of spreading the word. The...

Black History Month: how Gen Z is shaping BLM

With the Black Lives Matter movement rising to prominence in 2020, this Black History Month in the UK is both a time to reflect – but also to look to a future of action and positive change. If the virtual actions and physical...

Black Lives Matter: four messages from Gen Z to brands

The Black Lives Matter (BLM) movement continues to gain traction around the world – and young activists are among those spearheading the campaign for justice. Speaking at the Youth Marketing Strategy (YMS) Online last month, here’s...

How students are leading change through the Black Lives Matter movement

The Black Lives Matter protests taking place around the globe, following the death of George Floyd last month, have attracted a huge number of young people, including students. This digital native demographic has also used their go-to...

What brands can do to support marginalised young people all year round

From the Black Lives Matter protests in the US and worldwide, to the arrival of Pride Month, June has begun with conversation firmly focused on what we can do to support marginalised communities. We’re seeing unprecedented numbers of...