For years, marketers have faced the same question: How do you truly connect with Gen Z and Gen Alpha? The landscape is constantly changing, with new platforms, trends, and consumer behaviors emerging every day. If you've been feeling the pressure to keep up and prove the ROI of your youth marketing efforts, you're not alone.

At Pion, we believe in making life more affordable for everyone by helping brands better understand, reach, and reward consumers. That's why we’re excited to announce the return of the Pion 100, our definitive report on youth marketing. After a five-year wait, the new edition is here to provide the insights you need to win with the next generation of consumers.

From lockdown teens to young adults: the Gen Z evolution

When released the Youth 100 report in 2020, we were talking about a generation of teenagers. Today, many of them are young adults who are financially independent, navigating the professional world, and hyper-conscious of their screen time. This demographic has matured, but not without facing unprecedented challenges.

The Gen Z of today is living through a cost of living crisis, which has made them acutely aware of value for money and cautious about their spending. They are also grappling with the lasting effects of spending crucial years of their youth in lockdowns during a global pandemic. These experiences have shaped a consumer who is savvy, skeptical, and values authenticity more than ever before. They are not just looking for a product; they are looking for a brand that understands their world.

We’re seeing a significant shift in their behavior, too. TikTok was the dominant force back in 2020, connecting them to communities and driving trends. But today, this generation turns more and more to AI for fashion inspiration, meal recipes, and workout plans.

ChatGPT has even become a popular "therapist" to find answers and comfort in a fast-paced, uncertain world where professional therapist are unfortunately unaffordable. This evolution from traditional social media to AI as a source of truth presents a new challenge for marketers.

The Pion 100 is designed to help you understand these major shifts and adapt your strategy to meet this new reality. We’ll show you how to connect with a generation that has grown up and is now navigating a world full of new complexities.

What is Pion 100?

The Pion 100 report isn't just a ranking of Gen Z's favourite 100 brands. It dives into the often ignored discrepancy between the brands Gen Z loves, and the brands they're actually spending money on.

This report is a key sales enablement tool to help you drive revenue growth, acquire and retain student audiences, and benchmark against your competitors. Inside, you’ll find actionable insights to help you overcome common challenges, such as:

The Authenticity Imperative: We'll help you navigate the fine line between being genuine and being "cringe," so your brand can build real connections without facing backlash.

Platform Proliferation: We'll break down where Gen Z is actually spending their time and how to create platform-specific content that cuts through the noise.

Economic Realities: Understand how to offer enough value to a financially-anxious demographic and effectively leverage student discounts and loyalty programs.

Pion 100 designed to turn your content engagement into measurable revenue impact and support your sales team with lead generation.

Your sneak peek at the content:

The full report will be launched at YMS NYC in October, but we’re already working on a wealth of content to help you get ahead.

• Sector Trend Reports: Deep dives into priority sectors like fashion, eating out, and health & beauty, informed by our unique data.
• Brand Showcases and Case Studies: Real-world examples of how brands are successfully engaging with youth audiences.
• Always-On Content: Bite-sized blogs, social media content, and newsletters to keep you up-to-date on the latest trends and insights.

You'll also have the opportunity to engage with our insights at exclusive events, from webinars to in-person roundtables, where you can connect with industry experts and peers.

Pre-register now to get your hands on the report first!

The Pion 100 report will be launching in the US on October 22nd at YMS25 NYC and in the UK in December. We’re inviting you to be among the first to get access to these game-changing insights. Pre-register your interest today to receive an email notification as soon as the full, comprehensive report is live.

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