Youth Trends Report 2025
Culture moves fast. Gen Z moves faster. We help you keep up.
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The 2025 Youth Trends Report is here
We spoke to 6,000 Gen Zers across the UK and US to go beyond the headlines and uncover what’s really going on: from shifting identities and splintering values to how they spend, speak, and show up in the world.
What we found isn’t just a change in attitude: it’s a generational tipping point
This is a cohort coming of age in chaos: priced out of home ownership, disillusioned by politics, juggling side hustles, and burning out before 25. But they’re also resourceful, creative, and rewriting the rules as they go.
We unpack what’s keeping them up at night, what’s driving their decisions, and what it all means for brands trying to stay relevant in a world Gen Z is actively reshaping.
From the deepening gender divide and the rise of unqualified wellness influencers, to Gen Alpha’s early struggles with tech, identity, and belonging, this report breaks down the forces shaping a new generation.
The Youth Trends Report isn’t guesswork. It’s straight from the source
Powered by Pion, and designed to keep you ahead, whether you’re building strategy, shaping product, or rethinking how your brand shows up for young people.
The trends that need to be on your radar
The F*ck It Bucket
Impulse buys for the dopamine hit. Brat Summer as rebellion. With house prices up 50% in four years, Gen Z’s relationship with money has snapped and shifted.
Mind the ideological gap: Gen Z's gender divide
For the first time in decades, young men and women aren't just disagreeing: they're living in completely different political realities.
Say it right: the Gen Z guide to brand communication
Welcome to the modern marketing tightrope. Brands are under more pressure than ever do stop the scroll: but when is your brand voice authentic, and when is it just plain cringe?
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Fast food, fast fixes: the new wellness economy
From SkinnyTok to Ozempic, wellness has never been more accessible or more problematic. Discover how brands can promote genuine well-being over toxic ideals.
The age of everything, everywhere all at once: Growing up Gen Zalpha
The first generation to be born entirely in the 21st century, Gen Zalpha is rewriting the script and changing the game for brands.
“The findings present clear insights for brands to engage Gen Z with positive narratives and healthy brand partnerships that are more empowering for all.”
Sara Denby, United Nations
Why this matters now
This isn't just another report. It's a survival guide for brands navigating the most complex generation yet: one that's coming of age during multiple crises and completely redefining what success, communication, and wellness mean.
The brands that get this right aren't just winning market share, they're shaping culture.