Resources
Resources to level-up your marketing
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Our campaign hubs
Everything you need to know about marketing to the next generation of consumers: from Gen Z to Gen Alpha
Resources
Freshers '26
Right now, over 500K new students are building lifelong brand habits. Capture students on day one and keep them for years. Are you front of mind?
Storytelling in the HFSS Era - How to Create Impactful Student Marketing in the Food & Drink Sector
With HFSS regulations tightening, food and drink brands face a fresh challenge: how to market to young people authentically without losing impact?
At this interactive roundtable, we’ll discuss how to turn compliance into a creative advantage - showing how brands can harness the power of storytelling to craft meaningful stories that resonate, build cultural relevance and drive engagement - all while staying fully HFSS-compliant.
Designed for marketers who want to connect with next-gen audiences, this session combines peer discussion, insight-sharing and practical takeaways to act on immediately. Learn how to build trust, loyalty, and brand love - even in a regulated environment.
Interested in attending this session? Register your interest below and we'll let you know when you can secure your place.
Register your interest
Resources
Back to School '26
Right now, 3 million new students are building lifelong brand habits. Capture students on day one and keep them for years. Are you front of mind?
Storytelling in the HFSS Era - How to Create Impactful Student Marketing in the Food & Drink Sector
With HFSS regulations tightening, food and drink brands face a fresh challenge: how to market to young people authentically without losing impact?
At this interactive roundtable, we’ll discuss how to turn compliance into a creative advantage - showing how brands can harness the power of storytelling to craft meaningful stories that resonate, build cultural relevance and drive engagement - all while staying fully HFSS-compliant.
Designed for marketers who want to connect with next-gen audiences, this session combines peer discussion, insight-sharing and practical takeaways to act on immediately. Learn how to build trust, loyalty, and brand love - even in a regulated environment.
Interested in attending this session? Register your interest below and we'll let you know when you can secure your place.
Register your interest
Student Marketing
PION100 is the ultimate youth marketing benchmark: Launched live at our exclusive events.
Student Labs: Live!
Real student voices, in the room, on demand. We're giving YMS attendees exclusive access to live, in-person research sessions. This is your chance to put your most pressing questions directly to groups of outspoken, unfiltered students.
How it works
Sign up for a private 30-minute session and soundboard smarter products, campaigns, and brand strategies, straight from the people you're trying to reach. Sessions can be booked 4 weeks before the event.
Ideal for testing:
- New campaign concepts and creative directions
- Product ideas or early-stage brand positioning
- Youth audience perceptions of your brand today
Interested in attending this session? Register your interest below and we'll let you know when you can secure your place.
Register your interest
All resources
Everything you need to know about marketing to the next generation of consumers: from Gen Z to Gen Alpha
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Social media, influencer and creator marketing
The Freshers Playbook: How To Win Students’ Most Free-Spending Month
Freshers is a peak Gen Z spending moment, but for brands, it's overcrowded. We reveal how category leaders stand out against competitors to win students.
Blog post
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Youth marketing
Embracing Chaos: How Monzo Became Gen Z’s Favourite Financial App
Despite facing uncertain economic conditions, Gen Z’s spending has increased. They're saying “f*ck it.” And smart brands like Monzo are listening.
Blog post
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Culture and trends
What Brands Can Learn from Labubu’s Million Dollar Empire with Gen Z
Gen Z is experiencing financial insecurity like no generation before them. So why are they spending hundreds on a little doll, of all things?
Blog post
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Customer acquisition and CRO
How an exclusive student discount strategy boosts brand loyalty
Young people demand authenticity and experiences that meet them where they are. A generic discount is no longer enough to capture long-term loyalty.
Blog post
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Youth marketing
How To Win The Next Generation of Consumers in 2026: Lessons From the PION100 UK Report
Discover what Gen Z and next-gen consumers really value, and what youth marketers must do to compete with culture giants like Nike, Spotify and Netflix.
Blog post
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Youth marketing
“But First, Coffee”: How Coffee Brands Can Win Student Loyalty For Life
Learn how coffee brands win student loyalty by offering a "third space" and "little treats." Drive in-store footfall with Pion's Student Beans marketplace.
Blog post
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Customer acquisition and CRO
Food & Drink: Turning Deal Seekers Into Loyal Customers
The most influential brand ranking of 2026. Discover the top food and drink brands in the UK winning the hearts, minds & wallets of young consumers.
E-Guides
Customer acquisition and CRO
Fashion: Balancing Brand Love on a Budget
The most influential fashion ranking of 2026. Discover the top 10 UK brands winning the hearts, minds & wallets of 16-24s today.
E-Guides
Customer acquisition and CRO
Beauty: Bridging Digital and In-Store Conversion
The most influential beauty ranking of 2026. Discover the top 10 UK brands winning the hearts, minds & wallets of young consumers.
E-Guides
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Youth marketing
PION100 UK Edition
The most influential brand ranking of 2026. Discover the top 100 UK brands winning the hearts, minds & wallets of Gen Z!
E-Guides
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Customer acquisition and CRO
Food & drink: Capturing Gen Z without discounting your brand
The most influential brand ranking of 2026. Discover the top food and drink US brands winning the hearts, minds & wallets of Gen Zalpha.
E-Guides
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Customer acquisition and CRO
Fashion: Mastering loyalty amongst micro-trends
The most influential beauty ranking of 2026. Discover the top 100 US brands winning the hearts, minds & wallets of Gen Zalpha.
E-Guides
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Customer acquisition and CRO
Beauty: How to build authenticity with targeted value
The most influential beauty ranking of 2026. Discover the top 100 US brands winning the hearts, minds & wallets of Gen Zalpha.
E-Guides
Youth marketing
PION100 US Edition
The most influential brand ranking of 2026. Discover the top 100 US brands winning the hearts, minds & wallets of Gen Zalpha.
E-Guides
Customer acquisition and CRO
How smart retailers unlock hidden but high-value audiences
In this guide, we'll be sharing how to leverage identity-powered offers to unlock new, hidden but high-value audiences.
E-Guides
Youth marketing
SME guide to drive loyalty (and sales!) with Gen Z
Loyalty is a highly sought-after concept (and with good reason!). But how can your SME achieve it and hold on to it?
E-Guides
Social media, influencer and creator marketing
How travel brands can leverage TikTok to grow sales
Discover how your travel brand can leverage Gen Z TikTok trends to drive conversions
E-Guides
Social impact
Digital marketing: Your accessibility checklist
A checklist with some key pointers that you should be aware of when creating your digital marketing and content.
E-Guides
Culture and trends
Using Web3 to engage Gen Z
In this snapshot, we’ll be looking at Web3, an area that’s still a scary subject for many marketers (and Gen Z-ers)
E-Guides
Social media, influencer and creator marketing
Life on social: Top trends to engage Gen Z
Your guide to the latest Gen Z social trends - and how your band can leverage them
E-Guides
Youth marketing
Why January student loan drop is your brand's golden ticket
January loan drop means just one thing...Students are ready to spend. Discover how to be front of mind when Gen Z are making a purchase.
E-Guides
Youth marketing
April loan drop: The ultimate student spending spree
The April loan drop period sees average order values grow by an average of 12%. Discover how to be front of mind when students are ready to spend.
E-Guides
Youth marketing
Unlock the UK student travel boom this January
Did you know a whopping 64% of students are dreaming of a holiday abroad? Discover how to unlock the student travel boom this January.
E-Guides
Youth marketing
Why January is the golden period for US travel brands
Discover how your brand can tap into the January student travel boom with our mini guide.
E-Guides
Youth marketing
4 key themes to make it big with Gen Z
Dive into four key topics that all youth marketers need to understand to better engage with young people.
E-Guides
Youth marketing
Authenticity and Gen Z: Beyond the buzzword
What does authenticity actually mean – and how can you be authentic in the eyes of Gen Z?
E-Guides
Youth marketing
5 steps to optimize your Gen Z content strategy
An easy-to-use template packed with top tips to make sure the content your brand puts out really resonates with young people
E-Guides
Social media, influencer and creator marketing
How to grow your e-commerce with creator marketing
Explore how your brand can enhance its potential through creator marketing with top tips to succeed
E-Guides
Youth marketing
Gen Z and the future of work
Uncover how Gen Z and technology are having an impact on the corporate world plus insights into just what the future looks like
E-Guides
Social media, influencer and creator marketing
Using creator marketing to engage Gen Z
Explore why your brand needs to invest time and money in creator marketing with top tips for running a successful strategy
E-Guides
Customer acquisition and CRO
Supercharge your Gen Z affiliate marketing
An unmissable guide exploring key Gen Z trends that affiliate marketers need to be aware of
E-Guides
Youth marketing
How to future-proof your brand for Gen Zalpha: Meet the parents
We uncover key pain points when it comes to engaging Gen Zalpha and provide actionable takeaways using exclusive data.
E-Guides
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Culture and trends
The First 30 Days as a Fresher & Beyond
Unlock the 2026 Freshers Report. Discover how to turn student spending into lifelong loyalty with Pion’s exclusive insights on students today.
Reports
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Culture and trends
The New Back to School Rules
Unlock the "Golden Window" of student spending. Download the Back to School Report to learn how brands turn seasonal spend into lifelong loyalty with students
Reports
Culture and trends
Youth Trends Report 2025
Culture moves fast. Gen Z moves faster. We help you keep up. The Youth Trends Report 2025 is your holy grail.
Reports
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Culture and trends
Youth Spend Report 2025 – Cyber Festive Edition
Unlock what makes Gen Z students tick when it comes Cyber and Festive shopping. The Youth Spend Report 2025 is your essential guide.
Reports
Youth marketing
Attract, engage, retain: How to connect with Gen Z
Learn about the core themes that are shaping Gen Z's spending power - and how to tap into them.
Reports
Social impact
Diversity and inclusivity: Focusing on gender and identity
Gen Z is the most inclusive and diverse generation yet, and they expect and deserve representation in everything they do and consume.
Reports
Social impact
Breaking point: Gen Z's mental health crisis
Gen Z is undoubtedly suffering from a mental health crisis. How should brands and employers be interacting with them as a result?
Reports
Youth marketing
Youth Trends Report 2023 UK
The UK Youth Trends Report 2023 looks into the cultural, digital and tech trends impacting the lives of 16-24s
Reports
Social impact
Gen Z or Generation Green?
Are Gen Z as sustainable as we think they are? In this report, take a deep dive into some key sectors and share important data.
Reports
Social impact
Game, set, match: Engaging the next generation of sports fans
A deep dive into inclusivity and representation within the sports industry - and how brands can appeal to the next generation of sports fans.
Reports
Youth marketing
Gen Z and gaming in the US
This snapshot walks you through the Gen Z gaming community in the US with key takeaways.
Reports
Customer acquisition and CRO
Gen Z and the rise of luxury
We look at how Gen Z is redefining luxury, share data spotlighting their spending habits and highlight how luxury brands can capture Gen Z's spend.
Reports
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Youth marketing
Youth Trends Report 2024
Think you know Gen Z? Think again. Delve into the world of Gen Z with unmissable and exclusive data on their attitudes and behaviors.
Reports
Youth marketing
Youth Trends Report 2023 US
The US Youth Trends Report 2023 looks into the cultural, digital and tech trends impacting the lives of 16-24s
Reports
Customer acquisition and CRO
UK students and the rising cost-of-living: Sector report
In this report, we explore student spending habits across five key sectors and share how brands can continue to tap into the student market.
Reports
Youth marketing
Gen Z & the nostalgia resurgence
Younger generations have an obsession with nostalgia. They can’t seem to get enough of it. This report takes a deep dive into why...
Reports
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Youth marketing
Are Gen Z as woke as we think they are?
We delve into the socio-political awareness and activism of Gen Z, examining whether their reputation for being "woke" necessarily aligns with reality.
Reports
Youth marketing
US students and high inflation: Sector report
Packed full of data, this report explores student spending habits in the US, diving deep into five key sectors.
Reports
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Youth marketing
Think like a Zalpha: Unlock the next generation of consumers
This report is your gateway to understanding and tapping into the heartbeat of Gen Zalpha, empowering your strategies for the future.
Reports
Youth marketing
Gen Z and gaming UK
This snapshot looks at the UK Gen Z gaming community with actionable takeaways.
Reports
Customer acquisition and CRO
How is the rising cost of living affecting Gen Z?
Uncover the truth behind student spending during the cost-of-living crisis
Reports
Youth marketing
Pion Predicts: Spring 2025
Predicting what's next for today's consumers, looking at key sectors and driven by insights.
Reports
Youth marketing
Freshers campaign planner
Get ready for freshers with our handy campaign planner featuring an editable campaign template
Templates
Youth marketing
Festive 2025: UK spending retro
An infographic looking at Gen Z's spending habits last Christmas and exploring how brands can use this to supercharge the festive season this year.
Infographic
Youth marketing
Festive 2025: US spending retro
An infographic looking at US student spending over Christmas 2023 and sharing tips and strategies ahead of the 2024 festive season.
Infographic
Youth marketing
US Black Friday and Cyber Monday: Spending retro
Infographic looking at US student spending habits from the 2024 BFCM season and looking ahead to Black Friday 2025.
Infographic
Youth marketing
Black Friday and Cyber Monday 2025: Spending retro
Infographic looking back at 2024 spending data and sharing key tips and tricks ahead of Black Friday and Cyber Monday 2025.
Infographic
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Customer acquisition and CRO
Avoiding the cold shoulder periods: How the travel industry can secure year-round student sales
From addressing key challenges to understanding the peak seasons for travel, this infographic is travel brands’ go-to for boosting sales with Gen Z shoppers.
Infographic
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Customer acquisition and CRO
Avoiding the shoulder periods: How home & utilities brands can secure year-round student sales
Does your home and utilities brand want to maintain sales during those slow shoulder periods? This infographic has you covered.
Infographic
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Customer acquisition and CRO
Avoiding the cold shoulder periods: How the leisure industry can secure year-round student sales
Those quiet shoulder periods are tough. Discover how your leisure and entertainment brand can maintain student sales all year round.
Infographic
Youth marketing
It's time to head back to school
Pion's back to school infographic tells you exactly how to capture student spending this back to school season
Infographic
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Youth marketing
Gen Z ain't loyal... or are they?: The loyalty paradox
An infographic exploring Gen Z's spending and loyalty habits and how brands can capture their spend.
Infographic
Customer acquisition and CRO
Working with Pion as a home brand
Discover how Pion can help your brand remain at the forefront of Gen Z’s home and utilities journey.
Infographic
Customer acquisition and CRO
Working with Pion as a beauty brand
Discover how your beauty brand can capture the attention and wallets of Gen Z with the help of Pion.
Infographic
Customer acquisition and CRO
Working with Pion as a fashion brand
Discover how to capture the attention and spending power of Gen Z - with the help of Pion.
Infographic
Customer acquisition and CRO
Reaching military consumers as a fashion and beauty brand [US]
Infographic
Customer acquisition and CRO
Reaching military consumers as an entertainment and leisure brand
Infographic
Customer acquisition and CRO
Reaching military consumers as a fashion and beauty brand [UK]
Are you looking to expand your brand's reach to a loyal and influential consumer base? We've got you covered.
Infographic
Youth marketing
Nostalgia and the Gen Z experience
Nostalgia has quickly become a booming business. How is this translating into Gen Z's spending habits, their identities and their hobbies?
Infographic
Culture and trends
Travel, IRL and the experience economy infographic
Think Gen Z live online? Think again.
Infographic
Youth marketing
Snapshot: Gen Z & the AI debacle
AI feels inescapable in 2024. This infographic gives you the data behind how exactly this is transforming the lives of young consumers.
Infographic
Customer acquisition and CRO
Health and beauty spotlight: Gen Z spending and the rising cost of living
What impact is rising inflation having on the amount students are spending on health and beauty products?
Infographic
Social media, influencer and creator marketing
How fashion brands can leverage TikTok to grow sales
In this snapshot, we share key stats, top tips, and winning case studies to help fashion brands supercharge their TikTok strategies.
Infographic
Customer acquisition and CRO
How food & drinks brands can capture Gen Z's spend
In an overcrowded market, how can food and drunks brands capture Gen Z's spend? We explore key themes and spending habits.
Infographic
Customer acquisition and CRO
Tech and mobile spotlight: Gen Z spending and the rising cost of living
How is rising inflation impacting the amount students are spending on tech and mobile?
Infographic
Customer acquisition and CRO
Rising inflation and Gen Z snapshot
We share how rising inflation is affecting students' quality of life, ask what they're cutting back on and look at upcoming trends you need to be aware of.
Infographic
Social media, influencer and creator marketing
Social media and Gen Z
Unpack which social platforms Gen Z are using, what they're using them for, and key stats you need to know
Infographic
Customer acquisition and CRO
Fashion spotlight: Gen Z spending and the rising cost of living
Is rising inflation having an impact on the amount students are spending on fashion?
Infographic
Culture and trends
Gen Z subcultures in the UK
Uncover just who and what are Gen Z subcultures in the UK
Infographic
Customer acquisition and CRO
Food and drink spotlight: Gen Z Spending and the rising cost of living
Is rising inflation having an impact on the amount students are spending on food and drink orders?
Infographic
Social impact
Snapshot: Gen Z or Generation Green?
In this snapshot, we explore the importance of community, content, and information within the world of sustainability, focusing on young people’s habits.
Infographic
Culture and trends
Gen Z subcultures in the US
Dive in to discover who and what are Gen Z subcultures in the US
Infographic
Customer acquisition and CRO
Travel spotlight: Gen Z spending and the rising cost of living
Is rising inflation actually having an impact on students’ travel plans?
Infographic
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