THE YOUTH KALEIDOSCOPE

GEN Z’S SHAPE-SHIFTING QUEST FOR BALANCE

IN A WORLD THAT HAS ROCKED THEIR IDENTITY
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At FleishmanHillard, the Culture Unit is a global

team of cultural strategists focused on analyzing
consumer behavior and providing strategic insights
to guide clients on how to position their brand,
product or organization.

Operating as the springboard between data and creative, the

team strives to tackle stereotyping and gain better understanding
of community-driven movements. Not just aligning with culture
to mitigate risk, but authentically engaging it and empowering
the audiences and communities found within. Ultimately, we seek
to help organizations lead and stay on the forefront of culture
by enabling it, instead of reacting to it, so they are truly moving
it forward.
In this report we examine youth audiences alongside the next
generation of Content Creators, specifically looking into Gen
Z and Gen Alpha. Analyzing this audience through the topics
of Mind, Meta and Why It Matters, this report gives firsthand
insights to help understand and authentically engage with this
generation as they continue to be shaped by the world around
them, and in return, shape the culture in alignment to their
different ideals, expectations and approaches.

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WHERE TO START?
There’s ample analysis of youth audiences,
and yet it still feels like we don’t fully understand
their behaviors, motives or desires. We’re still
figuring them out — partially because they’re
still figuring themselves out too.
These “digital natives” have grown up in a
different landscape than previous generations —
more intersectional, with an abundance of who will do whatever it takes to right
technology and social platforms, connections the wrongs of past generations. Not
and information; they are the epitome of the everyone is Greta Thunberg; many young
cross-culture kid and are widely considered as people don’t want to pick a side or have an
having greater cultural intelligence, or CQ, than extreme opinion — they simply want to see
their predecessors. They have different ideals, the full picture so they can establish their own
expectations and approaches to identity than identity, regardless of whether it’s “right” or “left.”
other cohorts, and internal and external stressors In fact, many don’t see anything wrong with taking
significantly affect how they view the world. “the middle” ground; it’s not fence-sitting — it’s choosing
Recent times have not been kind to young people. to listen to both sides to come to a personal conclusion
They’re stuck in the middle of an internal and based on their own understandings of the world around them.
external crisis, in an increasingly polarized world, In short, what is right or wrong, true or false, has become flexible
causing them to question their identity, role and fluid for this generation. For better or for worse, brands and
and purpose. In these times of crises, our youth organizations need to consider broadening their definitions of this audience
have been taking action to protect their futures. in order to resonate with them.
They have lost trust in older generations and As this generation embarks on their journey into adulthood, their defining traits
increasingly reject their guidance or leadership, will continue to evolve as they adjust to the world of work, enter the housing
choosing to forge their own paths and find market or simply experience their first true heartbreak. Until then, we can only
solutions that work for them instead. observe the transience of this digital generation as they navigate the world
Interestingly, what our research is beginning and define their own paths. This report will explore youth through the macro
to uncover is that young people today are tired themes of “mind” and “meta” and unearth new ways brands can engage, empathize
and burdened by being labeled as change-makers and support the next generation.
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THE MIDDLE
GENERATION
It seems like nowadays when you’re on social media you have to be
an activist or something deeper or to fight for something. And sometimes
you simply just wanna watch content or social media content, or whatever
content is out there. Sometimes you don’t even wanna get involved.
You just wanna just watch and be the middleman.
- HEATHER MORADEYO, U.K., @HEATHERDEYOOOO

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IDENTITY WHO, HOW?

GEN Z WILL...
You only have to type “Gen Z will…” into a search
engine to see the growing global burden this young
cohort are expected to carry. The notion that our youth
gen z will
has a unique ability to change the world and shape
global culture for the better is a narrative that media
and experts have been perpetuating for some time. It’s
not just academics and media conglomerates; we’ve
seen this “change-maker” mentality shine and evolve gen z will never retire
through teenage angst and unrest via a f*cks given
about issues, but a no f*cks given attitude, where young
people are embracing their authentic selves, feeling
inspired by global pop culture sensations like Billie
Eilish and Lil Nas X, who are now mainstream icons.
gen z will never own a home
This identity is carried through to our youth’s social
presence, where social media platforms are used in
the billions to share, discuss and even teach older
generations of this new cultural context we find gen z will save the world
ourselves in.

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THE NEW YORK TIMES FOUND THAT “WHILE THERE WAS NO CLEAR CONSENSUS OF VIEWS ON TIKTOK, YOUTH IDENTITIES WERE FRONT

AND CENTER IN A WAY THAT MAKES IT STAND OUT FROM OTHER SOCIAL MEDIA PLATFORMS LIKE FACEBOOK OR TWITTER.”
(Click through for full source)*

While there are positive defining factors

of our youth that revolve around unapologetic
GLOBAL RESEARCH FROM WORLD ADVERTISING RESEARCH CENTER DISCOVERED THAT
self-expression, political action, acceptance TODAY’S YOUTH FEEL PASSIONATE ABOUT TIKTOK BECAUSE IT DELIVERS ON THEIR DESIRES TO:
of all and a rejection of labels, it also adds
to an underlying pressure of practicing
what you preach, at all times. One foot wrong
leaves them exposed and open to critique
and contradiction. This exposure means they
may be missing out on experiences that shape
their identity.
They are a wanderlust generation who can’t
travel due to the pressures of the global climate DEVELOP
crisis, a politically astute generation who’s BE ENTERTAINED & EXPRESS CONNECT
mocked for having no life experience, and
a sustainably conscious generation who are on their own terms. their authentic identity. with others and be part of an
criticized for taking valuable resources from
active community.
people in need. They are almost set up to fail
by their own standards, which have been
blown up by the media and created impossible
principles to sustain or fulfill.

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LIFT OFF
IN THE REPORT, WE WILL EXPLORE:

WHY IT
MIND META
MATTERS
The mental strain and pressures on Gen Z, The future of how we’ll connect with Gen Z How brands can authentically engage
spanning social media, body image and and youth audiences, and brand considerations with this generation in a way that will move
financial anxiety, resulting from external forces. for engaging in the future Web3 metaverse. the needle as they define who they are.

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THE MENTAL HEALTH IMPLICATIONS

FOR A DIGITAL-FIRST GENERATION
A rapid transformation occurs in the minds and souls
of young people, particularly as they move from being
a child to a teenager. Pop culture is full of references
exploring teenage angst, rebellion, mood swings and a
young person’s relentless search for answers. This need
to make sense of their surroundings and identity is hard
enough without dealing with the external stressors that
are omnipresent in their lives: from social media exposure
to financial anxiety, from shifts in beauty ideals to the
planet falling apart. Young people are inundated with
woes while figuring themselves out in the process.
In this section we will look at:
The nuances of mental health and social media

SECTION 1:
The complexities of body and mind
The burden of financial anxiety

MIND
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# MENTAL HEALTH AND SOCIAL MEDIA

IS SHARING
REALLY CARING?
The youth of today have A PROBLEM SHARED IS A PROBLEM HALVED
Online communities and forums that provide opportunities for
championed conversations young people to share can be hugely beneficial. For example,
around mental health, bringing ex-navy officer turned social media phenomenon Bella Poarch
it to the forefront, even making credits one of her social media platforms for “saving her life.”
it mainstream. This notion of She rose to fame seemingly overnight by creating lip-sync
sharing your feelings is something videos using Face Zoom feature. This effect creates cutesy,
anime-esque facial expressions that are oddly quite captivating.
widely celebrated and embraced. She notes that in doing this, not only did she find comfort in
However, we are also seeing embracing a character that helped her escape from her everyday
an alarming amount of data reality, but she also credits her online community for helping her
indicating “over-sharing” in its move through her childhood trauma, PTSD and depression.
extreme form may indeed be Despite continued concern surrounding how much Gen Z
causing more harm. use and consume social media, how much Gen Z use and
consume social media, it is their main way of staying
connected. Research shows that 65% of Gen Z said they used Overnight, my life changed
social media to stay connected when they feel alone. This is
the generation who completely ignores the old rule about
because of an APP
strangers and instead is known to be comfortable making - BELLA POARCH
friends online with people they’ve never met in person. (Content Creator)
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We are encouraging The power of a community online or offline knows no

bounds; the adage “a problem shared is a problem halved”
a generation of young has been proven in studies all over the world. However,
vocal skeptics such as Piers Morgan believe this type
people to think that of sharing is not necessarily conducive to a healthy society.
normal life stuff He was heavily criticized for saying, “We are encouraging
a generation of young people to think that normal life stuff
is actually  is actually mental illness.” But how does one define normal?
Given the world around them, is it perhaps an expected
mental illness. response from younger generations based on what is
accepted as “normal” around them?
- PIERS MORGAN
(Global Journalist) Every generation has dealt with struggles, but today’s youth
are contending with unprecedented stressors impacting
their mental health, exacerbated by the pandemic.
To help them on their evolving journey, we’re seeing that
many young people are finding confidants in creators
and comfort in online communities. And as a result, they
are feeling less alone when it comes to mental health.

IN THE U.S., 70% OF TEENS ACROSS ALL

GENDERS, RACES AND FAMILY-INCOME LEVELS

SAY THAT ANXIETY AND DEPRESSION ARE

SIGNIFICANT PROBLEMS AMONG THEIR PEERS.

PEW RESEARCH CENTER

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ETHNIC MINORITY
BACKGROUNDS
AND MENTAL HEALTH
My online community has allowed me to relate more and explore new
Young people from ethnic minority backgrounds are contending ways to heal in my journey. Social media apps are powerful educational tools.
with extra barriers and stressors when it comes to dealing with mental
health. In the U.K., Black people are four times more likely to be - SOCIAL MEDIA USER
detained under the Mental Health Act than white people but are less
likely to seek mental health support. In the U.S., research shows that
only 25% of Black people seek mental health treatment when needed, I got discharged from the hospital two days ago. When I go to the
compared to 40% of white people, and this is often due to the cultural
stigmas attached. A culture of shame also stops Asian communities hospital, it’s always quite interesting because the healthcare professionals,
from seeking help, and young people are finding solace in using online
platforms to gain help and support. This is not surprising when you if they see my Nigerian name, they tend to treat me differently. This is the
consider the microaggressions and racism BAME communities face
in physical healthcare settings. Nigerian nurses or African nurses, they tend to say things along the lines
of, ‘Have you prayed? If you pray, you wouldn’t have this mental illness’
or ‘Have you thought of your family?’ I’ve even had somebody tell me that
mental health is a European mentality, a white man’s mentality, which was
like, I’m literally in the hospital and you’re telling me this.
- HEATHER MORADEYO, U.K., @HEATHERDEYOOOO

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FROM THE HORSE’S MOUTH

THIS!!!! So true I almost dread when a POC healthcare professional enters my room and as a Black woman
myself, it shouldn’t be that way! Why we out here telling Black people that mental illness is a white person thing,
nobody chooses to live with this much distress.
- SOCIAL MEDIA USER

I can literally relate and it’s extremely damaging, Social media is a double-edged
like I’d think that they’d take some sort of mental health sword that can MAKE or MAR a situation.
crisis response training. I support it for Awareness and Advocacy
- SOCIAL MEDIA USER of positivity and love in truth.
- SOCIAL MEDIA USER

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IS MENTAL HEALTH CONTAGIOUS?

Recent studies have suggested that stress can be We saw a viral trend make waves in 2020 when
as contagious as the common cold, and you can individuals with Tourette’s syndrome and tics shared
actually “catch” other people’s anxiety. Other studies content documenting their experiences. Many of these
recognize that secondhand stress such as the daily
whining of a colleague or a friend can be “caught”
people racked up hundreds of thousands of followers
and over 3 billion views under #tourettes. While
It definitely has created an environment where
through emotional contagion; as a result, we could many see this as a platform for raising awareness and people feel less alone and are more aware of the
be inadvertently affecting the mental health of reducing stigma around these conditions, last year
those around us. One study even found that cortisol Great Ormond Street Hospital in the U.K. announced help they can get. It is considered taboo by many
levels rose by 26% in people simply observing that an increasing number of teenage girls had been
an individual under stress. referred to their services seeking help for Tourette’s cultures to discuss specific health topics. However,
and that there was “concern that social media apps
We can all relate to this in some way or another.
that promote the sharing of videos of influencers with people still face these issues. My platform allows
We pick up on behavioral cues, body language and
someone’s overall mood the more time we spend
symptoms may have a part to play.”
me to highlight what society often hides. By doing
with them. But has this emotional contagion bled While we can recognize that mental health
into the online world for young people? issues can spread among close communities this, thousands (and sometimes millions) of people
due to exposure, there’s not enough evidence to
The powerful effects of online communities helping
suggest social media directly causes Tourette’s or realize that what they feel is valid
young people overcome real-world issues is well
documented, and there’s plenty of evidence to suggest
obsessive-compulsive disorder. What we do know
is that social media creates an environment, like
and have access to help.
that it has created a safe and validating environment.
a classroom or a home, in which, if a stressful or - HEATHER MORADEYO, U.K., @HEATHERDEYOOOO
traumatic experience is had, an influence can be
made. But, Gen Z are not simply going to give up
platforms. Rather, they will continue to be valuable
outlets for Gen Z to connect at a time when social
interaction is ramping back up.

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STEPHANIE ON THE POWER OF SHARING

STEPHANIE FLORES,
ALFRED FLEISHMANHILLARD FELLOW,
FLEISHMANHILLARD, U.S.
I think it’s incredibly important to recognize While I think there are definitely circumstances
that mental health discussions on these social where mental health issues can spread among
media platforms allow individuals, Gen Z for this close communities, I think it’s also important
instance, to find a sense of community and feel to recognize that empathy plays a large part. As
that their situations and feelings are valid. As a explained prior, social media users may find solace
person of color who has had struggles with my in sharing their struggles and experiences on
mental health in the past, I’ve found it difficult social media; others may view their content and
to approach people, including my parents, about feel compassion toward their situation — or see
what I was going through and ask for help. It was that it aids in validating their own struggles and
a topic that was seen as taboo in my family and experiences.
within the Hispanic community — and it often felt
Recognition is a large step many brands can
that my struggling equated to being ungrateful.
take when arming themselves to support both
It was through friends and social media creators consumers and employees. While some brands
who would discuss their own mental health may not be equipped to offer mental health
struggles, that helped me understand that it is guidance, allowing consumers and employees
OK to feel the way that I felt due to stressors or to have accessibility to resources is a step in the
traumatic experiences. It didn’t mean I wasn’t right direction — especially as the stigma around
grateful for the opportunities and privileges mental health continues to shift as it has within
I’ve had in my life thus far. the past few years.

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BRAND CONSIDERATIONS

Brands who are authentically engaging in conversations A year or two ago, the space was more
around mental health and well-being are building strong
loyalty from young people. But just as greenwashing is saturated with positive mental health
widely criticized, well-being washing is also something
brands need to be aware of. Research found more than a
messages. However, I believe being
third (35%) of businesses are well-being washing, focusing
more time supporting mental health initiatives outside
authentic and sharing real stories and
the business without supporting the workforce internally. moments, even when they may not be
Brands need to ask themselves, are they practicing
(internally) what they preach (externally)? Are they
positive, has made my viewers open up and
talking to their young workforce on a regular basis? Are
they bringing young people into decision-making rooms?
share with me about their own mental health.
Culturally many workforces leave big decisions to senior I think positive mental health reminders
leaders, rather than those the decision directly impacts.
We’re not always going to get it right, but our research,
work well to lift spirits and bring a positive
expertise, and most importantly, our young people can
demonstrate why it matters to brands and give them the
perspective and vibe to a creator’s page.
tools to move forward. That enhances viewers’ mood, but not
bombarding the individual is important.
There is an important balance of positive
reminders and remaining authentic.
- EMILY OCON, U.S., @HEALTHEMBODY

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# BEAUTY AND BODY

REALISM V  ERSUS IDEALISM

IN THE E
 YES OF THE BEHOLDER
Perhaps somewhat ironically, coming of age unique AI art applications like Lensa
in this hyperconnected world can elicit feelings (turning images into cartoon-like avatars)
of isolation and loneliness among many. The become hugely popular and widely shared
confluence of 24-hour news, seeing friends posting in a short amount of time. As is often
content and having fun without you, alongside the case, a quick rise has resulted in
the pressure to keep abreast of social trends can a steep fall-off, with the trend becoming
make our separation even more apparent. over-shared and even receiving criticisms
for how the AI technology was affecting
We’re seeing paradoxical tensions lurking beneath
different bodies and skin tones.
the surface. Cyclical, and oftentimes dangerous
body-image trends rear their ugly head, and there Although the rise in technology and
has been a boom in cosmetic procedures — a fact celebrity has in some ways made issues
that jars with Gen Z’s typical “unapologetically worse, we are seeing seismic shifts in
me” identity that encourages body positivity and response from the beauty and fashion
embracing natural beauty. industries. In the last decade, we've
seen the body positivity movement
Social media apps have been found to negatively
(#BOPO) completely explode.
impact teenage mental health, and according to
Conversations around body positivity,
a Wall Street Journal report, photo-based apps are
diversity and inclusivity continue
credited with worsening body image for 1 in every
to dominate cultural conversation,
3 teenage girls. Filters and photo-editing apps are
and Gen Z wield their purchase power
now so normalized that teens and young adults are
in support, or not, of brands who
almost encouraged to create an ideal version of
champion positive body image.
themselves, in turn fueling the cycle of unrealistic
beauty expectations. More recently, we’ve seen
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BEAUTY AND BODY SEEING IS BELIEVING

I have become known around the world as a

game-changer after appearing on the front cover
of Vogue in 2020. I definitely think the fashion
and beauty world has improved now due to using
models like me with Down syndrome and other
models with disabilities. But there is still room
for a lot of improvement, and I still feel the industry
is scared to use models like us for certain campaigns
and have us on show. I am proud of who I am
and how far I have come and showing my beauty
and disability to the world and what I can achieve.
I am authentic, true to myself and confident,
and will never change who I am.
- ELLIE GOLDSTEIN
(British Model)

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I assert my identity and experiences

through my beauty just by being me
and showing my natural beauty.
- ELLIE GOLDSTEIN
(British Model)

We welcome this unequivocal rejection of the BRAND CONSIDERATIONS

one-size-fits-all Western beauty standards and ideals Diverse and accurate representation and The body positivity movement has helped
NEARLY 40% OF BRITISH PEOPLE
that are being championed all over the globe but, as inclusivity, as we know, is no longer a nice to bring diverse shapes, sizes, and most importantly,
Ellie points out, more needs to be done. According to have, but a necessity, and brands and businesses voices into the mainstream. In theory, this SAY THEY WANT TO CHANGE THEIR
fashion search engine Tag Walk, 90 of the 247 brands are benefitting. They are not only putting movement is exactly what we should be
from the spring/summer 2023 ready-to-wear season themselves at the heart of a cultural shift, but championing to a generation who are marred
held in September in New York, London, Milan and they are profiting. Ellie Goldstein’s Gucci Beauty with body and beauty issues. But, as young APPEARANCE DUE TO CELEBRITIES,
Paris included plus-size models. That’s over a third, campaign became the fashion label’s most- minds and bodies grow and develop, brands
which seems pretty impressive, but on analysis, it liked post ever, racking up over 50 million likes. should be practicing what they preach and AND 18% WANT TO CHANGE
appears that in the majority of cases, brands used Following Rihanna’s inclusion of plus-size model championing something that celebrates
one token curvy model against the standard sample Steven G during the Savage x Fenty fashion show, diversity — and feels more tailored. It’s no
size, which dominated. Bella Hadid made the biggest men on social media shared that the inclusion longer about casting with diversity and THEMSELVES DUE TO REALITY.
headlines by closing Paris Fashion Week wearing a of male models with bodies like theirs made inclusion at the forefront and paying lip service (Click through for full source)*

dress that was spray-painted onto her skin. Although them feel sexy, confident and even emotional. to your DE&I efforts with a token few, it’s about
everyone hailed the innovative technology needed to Both empires have crushed beauty standards and asking if your product is actually accessible to
create such a spectacle, young people were once again helped pave the way for what inclusive beauty the diverse audience, taking action and meeting
exposed to yet another unrealistic beauty ideal. looks like. them where they are.

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“BODY TYPES ARE NOT TRENDS” —

FROM DIVERSE HEROINES TO HEROIN CHIC

In the wake of the body positivity movement, positivity, yet on the other, they are inundated Like heroin chic, another questionable trend, the sad Social media sites are trying to regain control
Gen Z has rejected the 2000s’ body-shaming with unattainable "trending bodies" across platforms girl aesthetic, has made a comeback. Popularized in the by banning such hashtags as #thinspo, which
culture of Perez Hilton and Mad Lad, shocked by and forums. ’90s, the aesthetic had a resurgence in 2015 and again now redirects users to mental health and eating
the standards Gen X and older millennials were in 2022. It’s the idea that it’s trendy to look sad online, disorders resources; however, there are a vast
For example, a widely criticized trend, heroin chic,
formerly held to by media. Although we have made but it is rooted in something more twisted. number of hashtags in the beauty and body space
has reemerged as reported by the NY Post: “Bye-bye
mammoth steps forward, diet culture, unattainable that are not monitored — such as the “what I eat
booty: Heroin chic is back.” The article was met with If you look at historical and fictional narratives,
body standards, and gossip about which celebrities in a day” sensation. Is there a role for brands to
an onslaught of dissent from critics such as Jameela heroines are often cruelly tormented, killed or forced
have lost or gained weight persists — just in a more do more in this space? Outside of beauty and
Jamil, who said, “OUR BODIES ARE NOT TRENDS, to commit suicide. Female pain has been made to feel
digitally savvy way. The potentially damaging fashion, could brands in the healthcare space, for
SAY IT WITH ME.” But the notion that “thin is back” alluring, enigmatic, and captivating. Today we are
trends of the ’90s and ’00s that should not have a example, counteract these trends to help young
has been slowly seeping in, right under our noses. seeing this pain glamorized via makeup artists who
revival are, terrifyingly, making a comeback. people feel less vulnerable?
From Kim Kardashian boasting about losing 15 help give young girls the sad girl aesthetic by helping
This balancing act of trend versus values is pounds to fit into Marilyn Monroe’s dress, to spray- them achieve just the right amount of puffy eye, all the
conflicting with our young people’s identity. painted dresses, all of these trends negatively impact way to Instagram accounts that trivialize mental health.
On the one hand, it seems they champion body the mental health and well-being of young people.

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KAREENA TALKS US THROUGH TOXIC BODIES

KAREENA GARG,
GRADUATE TRAINEE, FLEISHMANHILLARD, U.K.
It’s interesting to see how we as people and the have to keep changing their bodies to look like
media react to celebrities’ bodies and what we the famous people whose bodies are so publicly
take as an example. For years people craving discussed. While the Kardashians have tried
having a butt and hips looked to the Kardashians, to make their brands, SKIMS (Kim) and Good
Kim and Khloe, for their curvy figures. But now, American (Khloe), size-inclusive, they are still
the curvy-figure era is over, and there are rumors guilty of perpetuating toxic body images and false
of them getting their implants removed. People realities through their heavily edited photos
are worried they can’t keep up and that they and videos.

ONLY 29% WOULD POST A PICTURE OF THEMSELVES

ON SOCIAL MEDIA WITHOUT EDITING IT FIRST.

AMONG GEN Z, 1 IN 4 FEEL THAT REALITY TV MAKES THEM (Click through for full source)*

WORRY ABOUT THEIR BODY.

(Click through for full source)*

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REBECCA EXPLAINS THE GEN Z PARADOX

REBECCA BRADFIELD,
ACCOUNT EXECUTIVE, FLEISHMANHILLARD, U.K.
What we are seeing now feels like the stratification Gen Z are essentially doing a desirability dance,
of these ‘hipster’ trends of yore, with labels being tiptoeing to the precipice of being “different” and
conjured and banded around daily, pervading “unlike previous generations” but never jumping.
my feeds — from twee to coquette, from sad girl We want to stand out but are limiting ourselves by
to clean girl, from the cottagecore to Scandi creating arbitrary labels like "twee" to do so, which
aesthetics. These self-assigned labels feel both then create such precise definitions that strip us of
progressive and regressive; they encourage us to the freedom to explore and expand our tastes.
consume sustainably by looking to secondhand We are trying to assert a sense of individuality
clothing for inspiration as well as to develop an that isn’t really there. Gen Z wants to stand out,
65% OF GIRLS SHARE THAT MEDIA SET UNREALISTIC BEAUTY
individual sense of style unique to us instead of we want to be unique, and above all, we want to be
feeling pressured to conform to what our own person, but instead, we are becoming the
the masses are consuming. product of the people watching us and the people STANDARDS THAT MOST YOUNG WOMEN CAN’T ACHIEVE.
trying to sell us stuff. And despite knowing all of (Click through for full source)*

this, I still eat it up again and again.

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(BODY) DISSATISFACTION
IS NOT GENDER-SPECIFIC

There’s a common misconception that beauty standards and body

dissatisfaction only plague young girls. But there is a worrying
amount of evidence showing that more and more young boys are
affected. One recent study found that 75% of adolescent boys are
dissatisfied with their bodies. One-third (31%) of teenagers in
the U.K. felt ashamed in relation to their body image, and more
than a third (35%) had stopped eating or restricted eating due to
worrying about body image. Many factors may contribute to poor
self-image. These may include family and cultural influences, the
attitude of peers, (dis)ability and, of course, social media.
Masculinity, more broadly, is directly linked to body image, and this
one-dimensional view of masculinity is halting progress. When we
look at culture through the lens of film and TV, we see that the modern
screen hero is often perfectly sculptured. In the past few decades,
the “ideal” male body type has trended toward a muscular and toned
physique. In Hollywood, it has become the norm for the heroes to
be bulked up and strong, while the geeky or sidekick characters are
portrayed as slimmer and less imposing.

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Young people are inundated with images of

We want[ed] to address the stigma, and someone who has identified with more
athletes, actors and influencers with these
enormous muscles, but we are seeing an influx of of a traditionally masculine space like Major League Baseball, hopefully helps broaden
men who are rejecting this and opening up more
about their struggles. Olympic figure skater Adam the audience and helps men feel like they are really seen.
Rippon talks about “quiet starvation” throughout
his career, and football players and runners have - HIMS, TELEHEALTH COMPANY
explained how their body image issues led to
eating disorders. Actor Robert Pattinson revealed
that he would not succumb to the pressure to bulk
up for his role as Batman, nor would he follow the I think if you’re working out all the
personal meal plan. Sharing experiences like this
help redefine what it means to be masculine. This time, you’re part of the problem.
is something that Gen Z has been championing,
particularly in the gender fluidity space, and
- ROBERT PATTINSON, MEN’S HEALTH
brands are listening.
American telehealth company, Hims recently
promoted its concealer stick by tapping into
former MLB player Alex Rodriguez to be the face
of the campaign. In doing this, they normalized
men wearing makeup in an arena that has
traditionally been so regressive. The Players’
Tribune is another brand that has enabled
sports stars to open up and share their stories.
Former NFL player Marcus Smith II shared his
experiences around toxic masculinity, and the site
frequently has posts from athletes on body image
and societal pressures. Should we be leaning into
sport as it has the power to equalize?

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CALEB ON CHANGING MALE POV

CALEB DAWKINS,
ART DIRECTOR, FLEISHMANHILLARD, U.S.
Men are conditioned at a young age in the discuss their problems with their friends and family.
United States to have a muscular build, to seem There have been prominent men in Hollywood who have
more attractive to the world and sometimes called out the unrealistic body standards that the movie
even themselves. What is even more striking industry has created, though. Take Jonah Hill for example,
is that many men are hesitant to speak up who has repeatedly told fans to not comment on his body
about their body image issues — because of the since it does nothing to help him, or Matt McGorry, who
stigma attached to it. It was through friends and spoke about struggling with his body image once he quit
social media creators who would discuss their bodybuilding. The common thread is that no one wants
own mental health struggles, that helped me their body to be critiqued or picked apart.
understand that it is OK to feel the way I felt due
To make a change, brands need to speak up and provide
to stressors or traumatic experiences. It didn’t
a real perspective on this issue by highlighting more
mean I wasn’t grateful for the opportunities and
inclusive body types in their work. Take Savage x
privileges I’ve had in my life thus far.
Fenty, for example, who inherently includes men of all
As we know, the outcomes of a negative body body shapes and sizes across their work. The makeup
image have detrimental effects on your mental of the world is changing, so it is important that brands
health, creating a compounded type of stress for follow, or they will be left behind.
men who equate their body image to their own
masculinity. Many men feel reluctant to openly

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FINAL WORD FROM NICK

ON RIPPING UP THE RULEBOOK

NICHOLAS PALMER-BROWN,
HEAD OF SPORT AND ENTERTAINMENT,
FLEISHMANHILLARD, U.K.
In its own right, sport is well known to be the
Where it was previously linear but ultimately less inclusive, In 2022 we saw governing bodies in cycling, rugby and many
ultimate equalizer. But as global culture becomes
the sporting landscape now of who can compete, in what more forced into action because of athletes transitioning from
slowly more inclusive, sport and its key stakeholders
competitions, and the framework for that to happen from elite amateur to elite-level sport or categories no longer being fit
struggle to keep up.
to grassroots level is so complex and divisive that if we were for purpose — can you imagine having your identity pulled
There are a plethora of gendered and increasingly outdated on a golf course, you would ask for a mulligan — a do-over. apart on the global stage? I can’t.
ways of telling someone to “get on with it” or “man up,” and Fair competition vs. inclusion is the game of the day, and they
The articles interrogating body image, sports-pivoting
unfortunately, it often fits a brand’s commercial agenda to seem to be totally at odds. The pressure on boys and girls
rules, and regulations to tackle isolated participation
conform or is otherwise deeply rooted in sporting traditions. trans children and their parents to navigate their sporting
questions are all stacking up, but the truth is radical
It’s why providing lofty platforms for the new generation journey and digest what they’re seeing played out in stadiums
reform is needed. Rip up the rulebook and start again,
of athletes starting to force the issue and modernize or on TV is immense, relentless and let’s be honest, confusing.
and let’s own that. The world is different now, and that’s
their respective fields, is critical to the future of inclusive
a good thing. I’ll take a do-over please.
representation in sports.

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I believe brands can support the body neutrality movement by using size-inclusive models and eliminating
messaging that contributes to diet culture. Body neutrality is a great movement where consumers receive the
message of living for themselves. They are not looking to a different time where an individual’s body can be
“better.” As the new year rolls around, I personally have seen brands buying into the New Year's resolutions or
“new year, new me trends.” Brands, especially in the health and wellness space, need to turn away from the harmful
messaging that individuals need to change what they look like by instead promoting the opposite — love for
themselves. In order for brands to support this movement, they need to focus on messaging that shows individuals
being happy with themselves as they are in the present rather than looking for results in the future.
- EMILY OCON, U.S., @HEALTHEMBODY

Gen Z is the most diverse generation in history BRAND CONSIDERATIONS

and YPulse’s research shows they’re more likely Is the answer neutrality? who identify as trans, queer, nonbinary or intersex by the pandemic, where we were seeing the “Zoom
to identify as LGBTQ+ than any other generation. who have little to no representation in the body effect” surfacing in young women in their early
Body neutrality is a recent offshoot of the body
Generational favorites such as Harry Styles, Billie movement space. People are often guilty of wildly 20s who spent so much time looking at themselves
positivity movement. It suggests that people should
Eilish and Travis Scott are examples of celebrities misrepresenting or oversimplifying communication during Zoom meetings that they started to notice
love and respect their bodies regardless of their
who are challenging gender norms and expectations. in this space, too; this is where brands can help move their “flaws and imperfections.”
appearance, and encourages looking after your body
The fact that we’re seeing more sports stars and the dial in a way that reflects everyone accurately.
in the present moment instead of focusing on what It’s not for any brand to tell a young person not to
brands open up in this space is hugely promising,
you feel needs to change or “look better.” This differs While body neutrality becomes more mainstream, turn to these procedures, after all, many Gen Zers
and we hope to see more brands, industries and
from “body positivity,” which sought to bring an end beauty neutrality is an untapped space for brands feel liberated and empowered by using “top-up”
sectors doing more to eliminate these stigmas
to body-shaming and fatphobic behaviors. to make a difference with regard to young people. treatments. Younger generations approach certain
and mitigate these unnecessary pressures.
Despite Gen Z championing self-expression and treatments to be preventive. However, embracing
However, body neutrality campaigns and messaging
rejecting society’s expectations of what “beautiful is,” beauty neutrality is a way for brands to offer
often revolve around female-identifying people.
they are also exposed to celebrities, filters and facial appropriate guidance and support in this space
Brands that take a body-neutral approach have the
modification apps, and we’re seeing a huge rise in without preaching or dictating.
opportunity to talk to all genders. We see time and
cosmetic procedures. This surge was exacerbated
time again that there’s a huge spectrum of people
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# FINANCIAL ANXIETY

THE BURDENS OF FINANCIAL

AWARENESS AND ANXIETY
Clearly, financial times have changed. When my parents were young, the cost of a can of coke
was 75 cents, the median family household income was $35,000, and the median cost of a home was
$104,000. On the one hand, some of my followers were clear about the fact that they didn’t have the
same environment as their parents, which therefore means they aren’t getting the same real-life
experiences that force them to acquire financial management knowledge. However, the flip side
of this is that some followers spoke of how they have more resources and tools today through the
internet and platforms to learn more about finances and better place themselves for future success.
There’s always a need to be careful around irresponsible advice (whether on social media or not).
Over-saturation of financial advice has existed for all generations, some advice ages and becomes
out of touch, but the key is that the money management education and skills are there and available,
whether you want to get them through experience or available resources.

- DAVID WILSON, U.S., @IMDAVIDJWILSON

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SIDE HUSTLE TO SIDE SURVIVAL

The financial climate has greatly impacted the minds of our young IN THE U.K., 57% OF GEN Z ARE SPENDING MORE
people who feel stuck in a cycle of debt and are reevaluating their future
Facing economic realities seems to be
completely. Our findings offer no quick fix but instead examine the THAN 16 HOURS A WEEK ON SIDE HUSTLES. getting even harder and harder for young
multiple layers, complex issues, and internal conflicts that cloud and (Click through for full source)*
people today. However, my followers spoke
confuse our young people’s minds, in order to find solutions forward.
of how it’s typically the FOMO purchases
Today we are seeing young people experience the highest level of Gen Z have fueled the “side hustle” phenomenon, with outsiders coining it
and not keeping up with trends or attending
financial anxiety we’ve ever come across, and this has become yet as the new golden age of entrepreneurialism. However, where it was once
another burden of stress, with 69% reporting that it is leading to seen as a marker of self-expression or a means to pursue your true passion, social events that gave them feelings of
people avoiding looking at money out of fear of what they may find. it seems to have evolved into something much bleaker, where young people financial anxiety. Some of them spoke about
are striving for "passive income." In other words, striving for a stream of having phases of feeling a ‘need’ to spend
income that continues long after you have finished working towards or
more money on material things, and it
43% OF GEN Z WORKERS HAVE TAKEN ON EITHER investing in a project — ideally requiring little effort; which made us ask the
question, have we moved from side hustle to side survival? seems that the pressures of having ‘more,’
A PART- OR FULL-TIME JOB IN ADDITION TO Research shows around half of Gen Zers (48%) and millennials (54%) said
rather than having ‘enough’ were actually
they live payday to payday and worry that their monthly salary won’t be what drove anxieties. This, of course,
THEIR PRIMARY JOB.
(Click through for full source)*
able to cover all of their expenses, while 2 in 5 have taken on a side hustle speaks to our capitalist consumer culture,
to make ends meet. The research also revealed nearly half of Gen Z (48%) but also how trends still have such an
feel burned out by their workload — and with the cost of necessities, like
influential effect, not just on young people’s
heating and food, reaching rapid heights across the globe, it’s no longer
about having money for fun, it’s to quite literally survive. purchasing, but consequently also on their
mental well-being.
- MONIQUE JONES, U.K., @MYFINANCESCRAPBOOK

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VIEW FROM THE YOUTH ON STAYING POSITIVE

KAREENA GARG, CALEB DAWKINS, MICHAEL MAHON,

GRADUATE TRAINEE, ART DIRECTOR, SENIOR ACCOUNT EXECUTIVE,
FLEISHMANHILLARD, U.K. FLEISHMANHILLARD, U.S.
FLEISHMANHILLARD, U.K.

I can’t stop comparing myself to my older brother, who at my age was The impact of financial anxiety is felt across many people in the United One of the most prevalent issues that have come up due to the cost-
able to be fully independent from our parents. He was able to buy his States, but for Gen Z in particular, the impacts are debilitating. With of-living crisis has been a lack of fun. What I mean by that is people,
first flat before 30 and I know I won’t ever be in his position due to the many of us graduating college in 2020, we faced a global health crisis quite rightly, are watching their pennies and saving their pounds, but
cost-of-living crisis. Despite this, I think my generation finds a way to while also working to land our first full-time jobs, which all proved this inevitably leads to a sense of isolation from colleagues. After-work
use the cost-of-living crisis to connect and to laugh, we are able to make extremely difficult. While we are happy about the hybrid approach, the drinks are becoming a once-in-a-blue-moon treat rather than a chance to
jokes about how ‘broke’ we are, but also find a sense of relief in knowing process to get and stay at our jobs has created some serious mental connect with the people you spend 7.5 hours with outside of work.
that it’s not just me or my fault, we are all experiencing this. health issues for us.
Granted, there have always been other elements like family life or
We haven’t done anything wrong to make us a failure, so we should Side hustle culture was pushed on us for a while, with many telling different commitments that would make attending difficult. But the
stop feeling that way. us to turn our passions into sources of income. However, instead frequency of such catch-ups used to mean that if you couldn’t make one,
of side hustles being a source of disposable income, it has turned you could go to the next. This is also true for activities in your personal
into another stressor. In our 20s, many of us are living paycheck to life. Budget cuts, tighter purse strings, and worries about the heating have
paycheck and balancing one side project to another. We need to be made it harder for people to decompress after a long day’s work which in
on top of the next big opportunity for money in the hopes of building time compounds to more stress and burnout.
something for the future.
Of course, work always comes first. But there should always be room for a
laugh or a joke, if only to keep some of the pressure at bay.

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HOW IS IT MAKING THEM FEEL?

SHAME AND EMBARRASSMENT
What seems to make it feel worse for young people is that prior to the
cost-of-living crisis, many could get by and even save money in some
circumstances. But now it feels like the rug has been pulled from beneath
them, and they are wondering where they went wrong. This is having an
impact on their identities; they aren’t where they thought they would be and
many are feeling too ashamed to talk to the people closest to them.
Gen Z who are working for the first time feel like failures and feel
embarrassed for having to ask their parents for help:
• Over half of Gen Z find sorting their finances to be stressful and
want their employers to start programs that educate them on how
to understand their money better or offer tailored financial advice
from an expert.
• Gen Z also feel immense pressure to hit big milestones, whether
this is in a professional field or in their personal life.
• Despite the blurring of traditions and ideologies, Gen Z still feel a
burden to get married, buy a house and have children by a certain
age so they can say they’ve led successful and happy lives.

49% OF WORKING PARENTS SAY THAT THEIR

MAIN CONCERN IS THEIR CHILDREN’S

FINANCIAL FUTURE.
(Click through for full source)*

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THE POSITIVE INFLUENCE OF SOCIAL

MEDIA ON #COSTOFLIVING
Social media has helped create a sense of community for Gen Z. #CostOfLiving is trending
on TikTok and has accrued over 600 million views. TikTok is now the fastest-ever-growing
news source and has become Gen Z’s search engine of choice. People go to the app to share
stories of how much they have in their bank account and express how they cannot afford to
go into work or buy more food until their next paycheck.
Some are struggling to afford their rent as their bills have increased. Young people are
using the comments section of their social media platforms to share their similar concerns
with comments such as: ME, but I don’t have enough to pay next month’s rent. The
comment section on TikTok is a powerful source, as 79% of the users read comments. Social
media conversations help young people feel that they aren’t alone, and users often share
advice on how to cut back, where the best deals are, and additional tips to help get by. This
is certainly something brands have tried to mirror.
Influencers, such as @ndainternet and @duchessofthrift, are trending for offering budgeting
advice. Even food influencers are showing how to create budget-friendly meals; “4 meals
under $10” is commonly shared and liked. Many teens are now stressed over their finances
and rank having a well-paying job as their number one financial goal.

What’s clear is that young people are seeking answers and finding inspiration and
guidance from social platforms. Brands need to play a bigger role to help ease the
financial load for young people, as these issues aren’t going away anytime soon. In
order to do so, they need to put themselves in the shoes of their audience, give active
and tangible support, and not underestimate their individual struggles. It can no
longer be a one-size-fits-all approach.

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TURNING ECO-ANXIETY INTO ACTION

Gen Z is shouldering a heavy burden — the There are actions they can take through thrifting,
impact of a lack of actions on climate change swapping and renting fashion, but they’ll also make
from prior generations and the struggle of a statement with their purchase power — opting
debating how their own decisions will impact for sustainable, eco-friendly brands when choosing
climate change in the future. where to put their dollars, both within the fashion
industry, as well as across verticals. But there’s also
Billie Eilish is the latest celebrity to shoulder
a socioeconomic divide we can’t ignore — because
climate change, speaking out about her own
organic, and sustainable, oftentimes comes with a
climate anxiety and addressing her Gen Z
higher price tag.
audience directly during her series of climate
talks in London last summer — which also saw
Interestingly, we’re seeing Gen Z encourage
historic heat waves — alongside her concerts in
more sustainability and corporate responsibility
the country. The headlines: sustainable fashion,
within financial institutions. Research from
vegan diets, and overall, making client-
Bloomberg shows 51% of students identified green
conscious decisions.
and sustainable investing opportunities as most
So how can we help Gen Z turn eco-anxiety important when considering where to invest, with
into action? 45% also stating that their main impetus behind
investing is to ensure “a better tomorrow.”

KAREENA GARG,
GRADUATE TRAINEE, FLEISHMANHILLARD, U.K.
While social media can have its toxic moments when we are hit with reels
and stories of people our age partying and traveling, it has its amazing
Seeing the impacts of waste around the world really gets us moments. It’s nice to see a generation band together to share tips online
on how they’re saving, where to go for the best offer and sharing discount
worried, but we’re inspired by the grassroots solutions out there! codes, we really want to make sure that everyone is looked after. While we do
have a tendency as a generation to try and sort these issues out ourselves,
- SOCIAL MEDIA USER we do want to see change from brands and policymakers that show that
they are listening to us, because while we understand that being young and
struggling for a bit is a thing, we can only sustain it for so long.

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A CALL FOR LESS WASTE FROM LAURA

My feelings certainly swing between hope and frustration. I feel frustrated that we’re not doing enough, not doing it quickly enough, and
that everything seems to take so much effort to move the needle just a little when it comes to climate action.

However, I have so much hope because we know the answers to climate change. We know we need fewer fossil fuels and more renewable
energy, less consumption and more reuse, fewer cars and more bikes, less top-down and more grassroots power, more indigenous wisdom,
and nature and wildlife around us to thrive. However, we need to get there sooner. I also have so much hope as I see more and more young
people pour into the workforce where they can implement climate decisions, and their passion spurs on stories in the media and action at
a local level. I know we can do this, especially with the help of the next generation. My follower base has taken many steps, from everyday
lifestyle actions to protests, workplace initiatives, further study or policy change. I see people day in and day out looking for ways they can
improve our world through climate action, and it inspires me every day. I love how much of a community space my platforms have become.
I strive to create a space for everyone to share in the work that they are doing and share ideas with one another. I am inspired to take more
action after engaging with the amazing people who follow my page, and I am so proud of creating a community of activists.
- LAURA YOUNG, U.K., @LESSWASTELAURA

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NEXT-GEN SOCIAL INFLUENCERS ON CREATING AWARENESS

Showing empathy for consumers is vital given the current I see many Gen Z wanting to break the restrictive
economic climate. Brands and businesses have a duty to paycheck-to-paycheck cycle and instead be empowered
‘approach customers as people first,’ ensuring their needs are by their finances to go and live out their calling. Through
met and their voice is heard. job hopping or side hustles, Gen Z is not concerned with
Brands can support Gen Z by creating more financial loyalty to the employer or a specific career, instead asking
awareness through practical, realistic and tangible actions. themselves, ‘Does my work and wage support the
Don’t just raise awareness, create it. This could include things lifestyle I want now and in the future?’ Ultimately, the
such as working with schools to teach children and provide personal finance trends of Gen Z in 2023 will depend on a
the knowledge and confidence to effectively budget, save, variety of factors, including the state of the economy, the
and invest for their future. The goal is to inform consumers job market and individual financial circumstances. But
rather than hard selling a service and/or product, ultimately that reinforces the fact that Gen Z can focus on these
building trust between the audience and the brand. timeless ‘trends’ to overcome many of the same financial
challenges as previous generations and hopefully live
- MONIQUE JONES, U.K. @MYFINANCESCRAPBOOK
more financially free.
- DAVID WILSON, U.S., @IMDAVIDJWILSON

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CANDACE ON PROGRESSIVE NEXT

STEPS FOR THE NEXT GENERATION

CANDACE PETERSON,
GLOBAL MANAGING DIRECTOR, BRAND MARKETING, FLEISHMANHILLARD, U.S.
I recently learned of a progressive community that was being built for
multigenerational households. Not even a few years ago, the idea of having grown
children move back home after university seemed absurd. It was a mark of failure for
both parent and child. Yet, now with my first in college along with the surging cost of
living and sky-high rents, I’m coming to grips that this has become the norm.
Upon graduating from a prestigious private university, a friend’s child landed a
dream job only to scour meeting rooms for catering leftovers to save on groceries.
What seemed on paper to be a sustainable salary was a financial stranglehold. Since
moving back home, the anxiety of grappling with the decision of whether to buy
Although many young people in this position seem grateful for hybrid styles of working, over a third are choosing to stay at home due
toilet paper or be able to attend happy hour has been lifted.
to their financial situations. Transport costs and buying lunches are a burden to their bank accounts. As a result, they are sacrificing
Listen, as a parent you want your kids to be independent. But if independence for young the social elements that benefit career progression and are missing out on the general camaraderie. This only further affects their
people today means shouldering decisions of whether to eat or pay rent, I suppose I mental health; many are in their first jobs right out of a pandemic, where they lost in-person interaction and were unable to see
have a multigenerational household renovation in my future. friends, yet despite restrictions being lifted, they are feeling isolated and are missing out on the fun, social aspects of work.

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THE NEXT FRONTIER—WE KNOW THE

DIRECTION BUT NOT THE DESTINATION
The metaverse, much like young people today, is
still developing and finding its way. As such, there
is considerable opportunity for misconceptions, and
consequently misjudgment, about what the “metaverse”
entails. While most brands know what the possibilities
around a “metaverse” generally include, the technology
and services involved are nowhere near final form.
Bearing in mind the limited scope of metaverse
technology today, while still building with an exciting
future in mind, how can brands and businesses utilize
the metaverse to engage with young audiences,
captivating their attention today while building with
their future in mind?
In this section we will look at:

SECTION 2:
The history of the metaverse, internet
development, and what we can expect
that to change for us moving forward
How young consumers are shaping their
metaverse experiences both today

META
and tomorrow.

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META-WHAT? WHERE WE ARE, WHERE WE’RE

GOING, AND WHO’S TAKING US THERE Web 1.0
(Read)
You load and consume the
information. Think Blogpress.

METAVERSE
Not just a virtual reality.
A HISTORY OF CONNECTION
Web 2.0
Media buzz might have us thinking that this technology (Read/Write)
An ecosystem of shared digital has entered the mainstream and become the new normal,
3D experiences, interconnected but the reality is only a very minute portion of consumers
You can consume, share,
contribute, and comment on
through virtual platforms, spaces are actively engaging with this technology as we imagine information. Think Facebook.

and physical augmentations. it in future form (i.e., genuinely immersive, virtual realities
that offer an alternate digital space). Currently, metaverse
experiences incorporating Web3 and virtual reality headsets
are rudimentary, niche and not accessible to mass consumers.
A metaverse involves either Instead, the most widely used metaverse experiences are still
Web 2.0 or Web3 technology and based on Web 2.0 technology.
is vastly different depending on Web3
(Read/Write/Own)
which is used. No one can say with 100% clarity right now exactly how future
metaverse experiences will take shape, but we do know it will You can consume, interact with
undoubtedly play a part in the next frontier of consumer and and experience information
how you choose. You choose
brand experiences. Similar to how the smartphone or Web 2.0
what data to share through the
social media unlocked new possibilities — the Web3 metaverse transaction (whether monetary
will do the same. While brands can only build so much in or not), which is transparent
and accessible by all parties. It’s
their meta-house for now, they can also start building the not quite “here” yet, but think
community roads that will gradually lead to a Web3 future blockchain technology.
they will have helped shape.

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WHERE WE ARE NOW: WHERE WE ARE GOING:

WEB 2.0 WEB3
THE PLATFORM ECONOMY THE OWNERSHIP ECONOMY
- Web 2.0 is when the internet went social. Users could - Web3 is when the internet will give power to seamlessly bring their digital wallets, avatars
connect, share and create, rather than just simply to the people. The backend of networks is open, and smart objects across virtual worlds, just as they
consume content. connected and publicly available to everyone. Put bring themselves, their credit cards and backpacks
- Web 2.0 experiences are dictated by the platforms and in today’s context — it will be impossible for big across stores today.
the digital “space” (Facebook/Meta, Instagram, Twitter, tech companies to hide how their platforms are
- Consumers will no longer be restricted by
YouTube, Wikipedia), where the data is centralized on built or what they do with user data.
the channels and platforms they use. Instead, they
servers and owned by someone.
o This is because Web3 is dictated by will be able to build their own identity and spaces
- Metaverse experiences using Web 2.0 are typically based
open source, blockchain technologies that completely, and control how much they share with
on one platform, portals to other experiences.
decentralize data. Put in simpler terms, all the the platforms they use.
o Young consumers logging into video games like
information is peer-to-peer and duplicated
Roblox, Fortnite or Pokemon Go can experience so - Some say it will take away power from
across the network. Any transaction or
much more than just the game if they choose. They Big Tech, increasing transparency, facilitating
information will be replicated across the
can experience a Travis Scott concert on Fortnite or innovation, and giving users control over their
network across all of our different computers,
buy a digital Gucci bag to personalize their avatar in information and online interactions.
constantly updating the information and
Roblox. Gaming is just the entry point to socializing. - Others say that increasing the data network
resulting in no central location for that data.
o Teenagers used to hang out in the mall, they now only serves to make it a larger, easier target to
also (and many times prefer to) log on and hang - Another important facet of Web3 blockchain
attack and that there may be new Web3 data
out virtually through these Web 2.0 spaces. is its interoperability, which means a product or
and privacy hacking dangers that we aren’t
system can work seamlessly across platforms with
even aware of yet.
other products or services. Consumers will be able

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CENTRALIZED (WEB 2.0) VS. DECENTRALIZED (WEB3)

Change is great for the growth of your community, but I do
not intend on moving on to larger things outside of Twitch. My
channel (which is primarily streaming video games in drag)
has been a long journey. It has been a passion project for almost
four years. They say, ‘if it ain’t broke, don’t fix it,’ and that’s
what I’d like to live by on my channel. If my Twitch community
were to shift into anything, I would love to see it evolve to the
creation of a video game that we can
WHO WILL TAKE US THERE? all play together on my channel.
It is probably no great surprise to hear that young It’s not just about playing games either, individuals
people are leading the charge, with about 48% are expressing themselves, collaborating and even - NEMESIS LACROIX, U.S., @NEMESISLACROIX
of Gen Z in the U.S. at least hearing about the forming communities, with 1.3 trillion minutes
metaverse. However, they aren’t just aware of it, of content watched on Twitch in 2021, from the 8
they make up the majority of active users on the million streamers that go live each month.
most prominent metaverse platforms currently in
Against the backdrop of the cost-of-living crisis,
mainstream play, such as Roblox.
the metaverse may also provide a new way for
Roblox, a hugely popular Web 2.0 metaverse video young people to earn a living. Recent research BRAND CONSIDERATIONS:
How can brands step up to these new expectations accustomed to being able to shape the
game, reported in 2022 that two-thirds of all U.S. found just over half of Gen Z gamers say they
and provide new offerings that authentically way they communicate, maintain the
kids between 9 and 12 years old used Roblox, and want to earn in the metaverse, while 33% have
engage with a young person’s desires and demands communities they’ve become a part of
it’s played by more than half of all Americans under a desire to build an actual career there. This
from this space? Looking at yearly planning and and grow alongside the space in which
the age of 16. It’s not just an American trend either, may not come as a surprise, knowing that many
how it maps to future five to 10-year goals, how they do it. They will expect brands to
Europe accounts for 29% of the daily active Roblox young gamers are already purchasing items in
can brands utilize the expertise of the youth of do the same, or at least afford them the
users, and the audience in Asia Pacific is a fast- the metaverse, some more in this world than in
today to make meta mainstream? With their Web flexible opportunities to do it themselves.
growing community with the game accounting real life, but for some, there is still a desire to
for 13% of the user base despite its ban in China. stay true to the platform that made them. 2.0 upbringing, the youth of today will be more

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BUILDING THEIR WORLD AS THEY EXPERIENCE IT

I feel like I can be a more perfected version of myself
online, however I’m trying to be more and more weird
and authentic — but my online self represents me creatively.
The youth of today are building the world - SOCIAL MEDIA USER
as they want to live in it. From Minecraft to
Roblox, Gen Z and Gen Alpha are using these
digital spaces as core places to socialize, play,
collaborate and create. Instead of socializing
through a simple chat message back and forth,
they’re interacting in real time and expressing
themselves in completely new ways.
Emoji and GIF responses aren’t needed to fill the emotional response gaps
anymore, instead, they’re reacting in real time with their customized avatars,
communicating with facial and body cues to go along with everything else.
Expressing their identity more fully through digital identities is just the tip of
the iceberg, some are even creating and modifying the virtual space around
them — dictating how they choose to play in their digital playgrounds.

INFLUENCER NEMESIS LACROIX POLLED HER TIKTOK AUDIENCE, AND FOUND:

84% OF RESPONDENTS FELT MORE COMFORTABLE SOCIALIZING

IN VIRTUAL SPACES, SUCH AS TWITCH, THAN THE NON-VIRTUAL WORLD.

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GROWING UP WITH GEN ALPHA

BRAND CONSIDERATIONS:
Overall, these new platforms are allowing Combined with the fact this generation has
young people today to socialize in grown up comfortable with e-commerce,
ways that simply didn’t exist for prior deliveries straight to the door and paying
generations. Metaverse experiences are with alternative token currencies such as
giving young consumers more control and Robux (Roblox) or V-bucks (Fortnite), they
ability to express themselves, whether are already looking at how they can build
it’s customizing an avatar or creating and from their metaspaces into the real world.
living out alternate realities through VR. They will be far more accustomed to digital
They’re able to represent themselves in transactions and alternate currencies, with
ways that haven’t been possible before. greater expectations of the flexibility and
For a generation that is constantly talked mobility provided by brands across different
about as fluid and existing on a nonbinary platforms. The virtual world is already here
spectrum, it is no surprise to see them act for this generation, but it’s only just getting
as such when given the tools to do so. started and it’s imperative that brands grow
alongside the audience.

Gen Alpha (those born 2010 and on) are the first generation It’s not just their place of socializing, these Web 2.0 However, behind the success stories are less fortunate
to truly grow up with Web 2.0 metaverse spaces. How this platforms give young audiences the tools to shape the tales of exploitation and false promises. Media has been
will impact their generational traits and future behaviors is platform itself. Roblox has previously reported that the rife with stories about young game developers being taken
yet to be fully realized, but we can already see it impacting young gamers creating games on their platform had earned advantage of, Roblox’s unethical business model that profits
how they choose to socialize, with virtual spaces such as “over $30M” back in 2017. Those figures have skyrocketed off its ecosystem of games created by young users, and even
Fortnite or Minecraft not just providing a video game but along with the game’s popularity today, and the success lawsuits concerning sexual and financial exploitation. With
ultimately becoming a social space for them, where they can stories have continued with young game developers the great success of being a first-mover in the category has
enjoy virtual music concerts or express themselves through claiming to have helped pay off mortgages and found their come greater responsibility, and Roblox is currently seeing
digital forms and assets. first job through the game. the flip side of opportunity with more scrutiny into its
business, security practices and incidents of cyberbullying.

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BUT IT’S NOT ALL ON THEM — WHY POLICYMAKERS

AND REGULATORS NEED TO CATCH UP AND KEEP UP

With new possibilities come new responsibilities to meta, it’s also met with the high energy costs of
— and not just for the young people using the undertaking transactions, demonstrating how much
technology. The potential harm of today’s social the metaverse needs to evolve to become part not
media platforms on young consumers has been well just of our everyday lives, but our future livelihoods. TODAY, A SINGLE ETHEREUM (CRYPTOCURRENCY) TRANSACTION CONSUMES AN
documented (addiction, unrealistic peer pressure, As we know, sustainability is a huge priority for
self-esteem issues, etc.). Immersion in metaverse young people today. With Web3 being incredibly
AVERAGE OF 60% MORE ENERGY THAN 100,000 CREDIT CARD TRANSACTIONS,
experiences has the potential to exacerbate these resource-reliant, the youth of today potentially face
issues if not handled responsibly by those who a choice in the future of using this innovation or
make it. As these platforms become increasingly sticking to their integral beliefs in a sustainable WHILE AN AVERAGE BITCOIN (CRYPTOCURRENCY) TRANSACTION CONSUMES
normalized in the lives of young people, it is vital future for themselves and the planet. The carbon
that the correct legislature is set up to regulate footprint of this innovation is still being ironed out,
these new spaces from the get-go. Any online safety
14 TIMES MORE ENERGY.
just as the technology is.
(Click through for full source)*
bills and regulations will need constant reviews and
updates in real life, just like software updates are But whether it’s bitcoin or a more energy-
needed for apps and games. efficient blockchain technology, brands looking
Any brand deciding to try to shape the space and to play into the space need to be aware and very
selective about the technology they use to avoid However, some argue that the full adoption of Plaza? At its core, the metaverse allows for an eco-
contribute to pushing the integration of metaverse
potential future tech dead ends or Web3 and the metaverse could actually create a friendlier solution, if we’re able to navigate the
technology into society needs to do so with
public backlash. more sustainable future than we’ve anticipated. energy that it consumes.
rigorous planning and awareness around its own
Imagine this: You’re paralyzed by eco-anxiety
digital and immersive tech literacy. Just as Web3 and the metaverse are evolving,
and the climate crisis, but also trying to feed your
so is sustainability within the space. It’s a new
Similarly, brands entering the space will face an sense of wanderlust. The metaverse is a potential
frontier that will also require us to wait and see
interesting relationship between sustainability and solution to still experiencing and exploring the
how the industry and regulators respond to the
climate change — while Web3 metaverse could world, without the climate impacts. It’s not an
ongoing evolution of cryptocurrency and other
help climate change by moving IRL experiences exact replacement — how could you replicate
Web3 technologies, and the cost-benefit of
the tastes of authentic Spanish cuisine or the
pursuing investment in the space.
feeling of snow falling around you at Rockefeller

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VR SPACES—THE GOOD AND BAD

OVERALL
Realism, such as VR, can have both positive and negative effects as Gen Z is exposed to experiences that take
on a level of realism, such as VR, during an important mental and emotional development period for their brains.
A 2022 study in India looking at the impact of metaverse experiences on teenage anxiety recently found:
- 43% of the total subjects experienced an increase in social anxiety after playing metaverse applications
- 41% experienced a decrease in social anxiety after playing metaverse applications.
- 16% did not experience any change.

GOOD BAD
There are studies that show virtual reality can improve mental health and help However, digital avatars and metaverse experiences can
with issues such as PTSD, as well as improve social skills in children. We’ve seen come with potential problems too. Being able to modify and
companies such as Sunsilk build Roblox metaverse spaces (Sunsilk City), project a version of yourself that differs from real life can
allowing users to not just play games with each other but also collaborate and be dangerous for adolescents and their sense of identity if
design their own. Metaverse experiences have the immersive potential to provide kept unchecked, with potential body image concerns for
a safe and controlled environment for kids to interact with their peers in productive impressionable minds. Immersion in these experiences could
and creative ways, make new friends, and develop social intelligence in kids. also see the same addictive tendencies come into play.

BRAND CONSIDERATIONS
The issue is that safety policies can be difficult to monitor and enforce in virtual spaces. Immersive digital incidents happen in an instant; there
isn’t necessarily the ability to search for hate speech that was said in the moment for instance. As we’ve seen with Web 2.0 social media platforms
that have struggled with data privacy issues, there is a responsibility on those creating these spaces—to ensure safety is built from within and
from the ground up, not as a retrospective action in the future.
Early signs are promising, with programs such as the one between Middlebury College and the U.S. Department of Homeland Security. The
new project aims to develop a set of best practices and centralized resources for monitoring and evaluating extremism and exploitation within
online gaming. With gaming platforms essentially serving as social platforms, the two-year program marks the first time the DHS has committed
funding ($700,000) toward counterterrorism in the industry, and there is talk of the need to establish counter-extremism teams within games that
are played by millions. The program aims to protect vulnerable players and has identified several metaverse games to train and enhance security
protocols, with plans to expand the program’s output with industry bodies such as the Entertainment Software Association.

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VR SPACES—THE GOOD AND BAD

Meta, and its virtual space, Horizon

Worlds, came under fire in mid-2022
after reports that various researchers Lego Group and Epic Games
had been sexually assaulted in the recently announced a long-term
Horizon Worlds virtual space. Some partnership aimed at shaping
reporters even claimed it only took 60 the future of the metaverse, with
seconds from logging on before they three core principles at the heart
were assaulted. of the partnership:
• Protecting children’s right
We saw Meta try and combat this by
to play by making safety
introducing features such as “personal
and well-being a priority.
boundary" barriers in Horizon Worlds,
• Safeguarding children’s privacy
which gives people a 4-foot distance
by putting their best interests first.
between your avatar and non-friends,
• Empowering children and adults
but that still didn’t stop the barrage of
with tools that give them control
hate speech and abuse young people
over their digital experience.
were reporting.

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KEEPING TRACK OF THEIR IS THE METAVERSE THE NEXT STEP IN HEALTHCARE?

HEALTHBAR AND STATS
I have several mental health issues and have often been put on
While there is still a lot for us to learn about the
metaverse, we cannot deny its potential to transform hold by an automated machine during an emergency. I believe that if
the way we communicate and engage with younger
audiences on important health topics.
someone were actually speaking to me, they would hear the urgency and
We’re already seeing an emergence of younger act quickly. I also worry that healthcare options in the metaverse may
generations who are more invested in their virtual
health than their physical health, and it’s easy to not include assistance for what you need. I also worry you will have to
see why. In a game, your health is at a percentage
that decreases when you are tired or injured and
wait longer to get the help that you need.
increases when you rest or find the right supplies —
it’s simple and tangible. In real life, it isn’t quite so - HEATHER MORADEYO, U.K., @HEATHERDEYOOOO
straightforward, and while the growing popularity of
smartwatches is allowing us to track a host of health
aspects, we still don’t have access to the full picture. WE ASKED SOCIAL MEDIA USERS
The metaverse could offer a brilliant platform in It’s difficult to answer because how do you express things you may
which to engage with this audience at a time when
they are truly tuned in and receptive to health not be able to explain with grammar.
messaging, particularly when the call to action
can also be completed online — such as bookings - SOCIAL MEDIA USER
for routine health checks or vaccinations.
However, healthcare is a highly personal and It’s terrible because they are trying to make it a one size fits all.
confidential space, therefore it may not appeal to
every individual need in the same manner.
Not everything should be dealt with online primary or not. So I hate it.
- SOCIAL MEDIA USER
Depends ... because it’s not always a professional on the other side of the
screen. So if you can double-check their credentials first then sure, online.
- SOCIAL MEDIA USER
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BRINGING THE NEXT GEN

CLOSER TO THEIR HEALTH
We’re also seeing an increase in VR chatrooms being used
as safe spaces for patients with long-term health conditions,
such as cancer, to share their stories and support others
with similar conditions. This suggests the metaverse could
prove a fruitful channel to tackle some of the more taboo
I believe the metaverse is bringing awareness to holistic healthcare. Through the surge
or sensitive health topics in a more palatable way that
encourages engagement without compromising anonymity.
of communications about healthcare in the metaverse, young audiences are engaged now
However, while individuals may present themselves as more than ever in caring for themselves.
fictional avatars, it is important that brands who engage
with patients in the metaverse do so compliantly with
consent, and that procedures are put in place to monitor
This messaging carries over to areas such as TikTok and Instagram, where I have seen
and safeguard those within the community. engagement rise in health topics for young women, such as hormone health. Specifically,
Other examples of this include a content series by a creator
named Syrmor. For example, one video in the series features
in treating hormone health in a way that goes against the norm. I believe routine health
a woman speaking about her cancer diagnosis in a VR
chatroom, using an avatar in the form of Ronald McDonald.
checks in VR encourages these young individuals to have a voice for themselves and speak
When looking through the comments of the video, it is up when advocating for their symptoms.
clear that many are able to empathize and even relate to
the woman’s experience — what’s even more telling is that
a majority of comments point out that her choice of avatar
- EMILY OCON, U.S., @HEALTHEMBODY
made her words “that more poignant.” Perhaps seeing
familiar brand mascots in a new light can help young
people relate to their peers in the virtual space.
The potential benefits of the metaverse don’t start and
stop with consumers. Recent reports suggest that the
metaverse’s use of artificial intelligence, virtual reality
and augmented reality could also benefit healthcare
professionals (HCPs) by offering new ways to train,
assess and even treat their patients.

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HADASSAH OUTLINES
META HEALTHCARE

HADASSAH CULLEN,
HEAD OF CONSUMER HEALTH,
FLEISHMANHILLARD, U.K. might just be the ticket for younger audiences In summary, for healthcare brands looking to
Since the pandemic, we’ve seen a lot of routine and could also help tackle some of the burden dip their toes in the metaverse water, there is
services shift online, and with the introduction of on our over-stretched health services. That said, certainly opportunity to reach younger audiences
meta-technology, we can only expect this to grow it’s important to remember that while digital and leverage their openness and receptiveness to
in adoption and sophistication, allowing better health is coming on in leaps and bounds, there health messaging in the online world. However,
accessibility and flexibility to the way people give are still many services that cannot be delivered this technology is ever-evolving, and there is still
and receive care. And while this may feel like a virtually, such as blood donation and cervical a lot for us to learn about consumer behavior
step in the wrong direction for some who prefer screening, and we must continue to emphasize the in the metaverse and how brands can engage
in-person contact, research suggests that this importance of real-world healthcare interaction authentically to trigger real-world behavior
for both HCPs and younger consumers. change. These learnings will come, so now is the
time for brands to lean in and start taking note.
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NEW LANGUAGE, NEW ME

It’s tempting to say the young Gen Zers and their forms of communication are always in a state of flux. For example,
digital natives of today are ‘Gamer speak’ has, in fact, become a part of everyday communication within the real
addicted to their tech, devices and
apps. While to some degree that world due to its immense popularity — terms such as ‘GG’ (Good Game, i.e, good effort)
is true, they are also only addicted have found usage in everyday conversation irrelevant to its original space.
to the extent that human beings
are social creatures, who depend - JAMAL JOHNSON,
JUNIOR CREATIVE, FLEISHMANHILLARD, U.K.
on community and socializing to
thrive, not just survive.

With new tech comes a new set of rules for to become memes and reach peak shareability — We recently saw Gen Z proclaim two of the most
engagement. Languages and symbology are and another 18.5 days of diminishing returns, before widely used emojis as outdated and out of fashion.
constantly being updated, with the past decade the trend had “had its moment.” The was considered hostile and passive-
of Likes, , and evolving into different forms aggressive, while was deemed outdated and a
Trend culture is moving even quicker than before;
of expression. sign of age. It’s not just a pushback against older
think of the weeks this year when we couldn’t
language and seeing the rise of new terms as
Recent reports on TikTok trends show that this is escape Kate Bush’s “Running Up That Hill” or
this generation claims new grounds of identity,
a generation consuming trends at hyper-speeds. Louis Theroux’s “Jiggle Jiggle” meme, before they
sometimes arising from community roots before
Fourteen days was the average length for audio disappeared as quickly as they came. However, it’s
seeing wider use in the mainstream.
clips to rise to peak levels, before 18.5 days later important to note that there’s just as much value in
reaching 75% decrease in popularity on average. not jumping into these trends as a brand knowing
In other words, on average, it took 14 days for clips they disappear as quickly as they start to trend.

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GRACEY ON KEEPING UP WITH THE LINGO

Even as a ‘young person’ keeping up with language trends is confusing — so it’s not just you. God forbid you don’t scroll for
one day, and suddenly you’re out of the loop on the new viral joke or audio clip. Knowing that, brands would benefit by tapping into
viral trends/memes with some hesitation. More likely than not, ideas will get caught up in legal review before they can be published and
risk being a few days late to the conversation. In my view, it’s usually not worth the effort for a brand to insert themselves into a fleeting
cultural moment. Brands also risk speeding up the trend timeline even more by saturating consumers with an onslaught of the same
content in their feeds. Brands should consider this question — is there really something to add here or is it just to make the brand come
off as relevant?
On the flip side, Gen Z is also more willing to call out where the language comes from and its history. In the late 2010s, many latched
onto phrases originated by the queer community (“slay,” “yas,” “queen”), and that language quickly circulated into the mainstream.
It made its way onto mugs, T-shirts and countless other items. With Gen Z, however, I’ve noticed that the same words that dominated
a few years ago are now ‘cringe.’ Sometimes without acknowledging the background (in this case, the Black trans community), it can
sometimes come across as tone-deaf and tokenizing a respective community.
- GRACEY WALLACE,
SENIOR ACCOUNT EXECUTIVE, FLEISHMANHILLARD, U.S.

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NEW SPACES, NEW EXPECTATIONS

It’s not just the language they’re
communicating with that is evolving, the
platforms they do it on and the mentality
around those places of socializing are
This increased focus on digital social spaces is not just In many cases, these digital spaces offer the safe space
changing as well: changing their desires on purchasing and relationships, where young people can thrive to express themselves
it’s impacting their perspectives on key life milestones further. They want to reflect an idealized version of
According to studies: and ownership. themselves, and with that comes the want and need to
• 1 out of 3 Gen Z gamers want virtual stores to shop in the 3D build the platform channels they’re socializing on, not
An impossible housing market for many, combined
worlds they explore — this is in line with a lot of sentiment just using them as intended. But they’re also wanting
with increased subscription models in the consumer
toward making shopping a more inclusive experience for all. to reflect an idealized version of the world they live in.
space, is leaving some to speculate that the future for
• Gen Z players will spend a fifth of their “fun budget” For a generation focused on sustainability and being
young people is one where physical ownership is not
on metaverse goodies — the goodies will be microtransactions eco-conscious, they can both recreate environmentally
the defining factor in their identity. Recent research
for cosmetic items for your avatar as well as other conscious experiences while also showing the world what
suggests our previously held beliefs aren’t carrying the
vanity options. it would look like for us to take a step back and put the
same weight they used to. Only 40% of consumers think
• This generation also finds stability and emotional comfort environment at the forefront.
home ownership is a stronger signal of prosperity and
online, with 33% saying they play to build a more idealized
adulthood now than in the past, and 1 in 5 say they would BRAND CONSIDERATIONS
version of the world — escapism is a major theme in the
get married in the metaverse or to a place of worship in Young consumers can express their identity in various
metaverse, especially when it can be done with others.
the metaverse. These new markers of adulthood, identity ways within these metaverse experiences at their
• 65% believe their online relationships are just as meaningful as
and initiation are seeing their own identity change disposal, but things such as modifying social spaces,
their offline ones.
alongside the next generation and will continue to do so updating their “in-game” look and repurposing
• 52% of young gamers say they would like to experience making
as more of the generation take up the technology. existing content and culture are only the beginning.
money in the metaverse, while 33% of them would like to
experience career development. Before even getting to a decentralized future through
Web3, young people today are reframing what they
consider to be markers of their identity and ownership. A
lack of physical ownership doesn’t mean a lack of identity
— if anything, it means more of an emphasis on the things
they are in control of.

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DIGITAL SPACE

The digital spaces around them are influencing their

behaviors, but it’s important for brands to not just look at
the space itself but also how young mentalities are shaping
them — viewing different purposes for the same space.

When it comes to the metaverse, one One area we see them realize these wants
thing stands out as a universal truth for and needs is through their identities. Within
many users. Regardless of whether they’re the metaverse, the ability to change the
a gamer, or someone who simply wants to aesthetics of one’s avatar offers people the
connect and be part of a community — the ability to manifest their ideal version of self.
metaverse can be a safe place for literally This is something that is very prevalent
anyone and everyone. within the LGBTQ community, which
views the metaverse as a place where their
The metaverse offers young users the
gender identity is something that is not only
chance to enter a better-realized version
respected but acknowledged.
of reality. One that can foster community,
acceptance and companionship. The real For instance, both Twitch and Roblox have
world doesn’t necessarily offer this for developed a strong LGBTQ+ presence,
many (not just including young people), with countless groups being used to share
so metaverses feel like online safe spaces their experiences as queer people and
that can bolster people together. Given the find support, as well as play games and
last three years (COVID pandemic), it is make friends. These groups have become
easy to see why so many young people feel increasingly popular, with some of the most
the need to escape to a place where their well-known LGBTQ+ communities amassing
wants and needs can be realized. up to a million members.

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INCLUSIVE SPACES
In a similar vein, Gen Z have welcomed the diversification of
I loved working with Kami. I think the REBECCA BRADFIELD,
their digital environments. One example was the launch of ACCOUNT EXECUTIVE,
Kami, the world’s first digital influencer with Down syndrome. idea was amazing and shows our followers FLEISHMANHILLARD, U.K.
Kami was developed by digital modeling agency The Digitals With the emergence of the metaverse and Web3, there is enormous
in collaboration with Down Syndrome International to and others that having Down syndrome capacity for positive change. Decentralized blockchain tech allows us to
revolutionize the metaverse and establish it as an inclusive doesn’t stop us from living a great life. center human experiences, and for underserved and underrepresented
and diverse space accessible to all, especially for individuals groups to shape their development in a much greater capacity. That
with disabilities. With the help of Ellie Goldstein, a model with Kami pushes inclusion and representation said, this also gives way for the dark underbelly of the internet to rear its
Down syndrome who has been an advocate and ambassador for ugly head too, allowing for more personal and brutal attacks on women,
models with disabilities, over 100 young women shared their
and gets the message across about our queer and trans people, people with disabilities, ethnic minorities,
experiences of having Down syndrome to accurately gauge and condition. The world needs virtual and other vulnerable people. When working with Web3 we need to
represent their physicalities alongside their personalities. platform and promote diverse voices to ensure that these people and
As a digital influencer, Kami will participate in global brand
influencers like Kami and real people like groups are not, yet again, marginalized. They need to not only be fully
and accurately represented, but also able to access these products and
activations, campaigns, and events across the fashion industry, me to get across to people that we are communities that can be such wonderful facilitators of change.
as well as events such as the Paralympic Games. Kami, whose
name was chosen for its derivation from “perfection,” is human as well. We have feelings; we can The development of Kami does exactly this. She signposts the
mainstreaming of previously overlooked and marginalized people
emblematic of a global shift toward the mainstream digital
achieve. Sometimes we may be a bit slower in our digital communities, and overall responses to her launch have
inclusion of people with disabilities as equals, who in the real
world are so often forgotten about or excluded. at learning but we can do most things. The been warm, friendly, and inviting. These responses are emblematic of
our changing priorities, as Gen Z is wanting to develop progressive
future is good for Kami as she can continue and inclusive communities and connect beyond a superficial level
— if not seeing this as a fundamental prerequisite for any future
to teach people about our condition. developments in online communities and social media. It is therefore
vitally important that brands now follow in Kami’s footsteps
- ELLIE GOLDSTEIN, and seize the opportunities to help Gen Zers realize new, fully
MODEL, U.K. inclusive digital environments. And, with the development of the
metaverse and Web3, they now have an invaluable opportunity
to learn from previous exclusionary mistakes and seize this
opportunity before our modern world and technologies run away
from us as they always seem to do.

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NEMESIS ON MOLDING IDENTITIES ONLINE

I’m a beautiful trans woman, and that person lives and breathes both off and on camera. Some people identify as extroverted
or introverted, with no in between. I see myself as both. Nemesis is my online drag persona, but Casey is a great person with a
charming personality, not very different from the person depicted on screen. All that is different is a couple of eyelashes and
foundation. I will also say that my heart is very sensitive, though, and it’s just natural to put your guard up when you put yourself
out there for others to perceive.
Twitch is my full-time job, and I love my career, but I need to put my walls up for security reasons. There are a bunch of people
that are willing to tear you down. Whether that is a random troll or someone who wants to take advantage of you. Having an
online persona allows me to protect myself, no different than the average person putting themselves first. I have to protect my
peace and my heart. Nevertheless, that does not mean there’s a difference in my identity when the camera is on or off. I can
confidently say I’m proud of the person I am today, and I’m happy with the woman I’ve grown into.
- NEMESIS LACROIX, U.S., @NEMESISLACROIX

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FUN SPACE Twitch isn’t just a gaming platform. Analytics have shown that the “Just
(GAMING/ENTERTAINMENT/RETAIL) Chatting” category (a section of Twitch streamers that just sit and talk to their
viewers) has the most watched and viewership out of any other video game
It’s easy to look at some of the findings in this report and conclude streamed on the platform. Overall, Twitch is just a great resource to meet new
that Gen Z is the "online-only generation.” However, it highlights
young people’s willingness to not only live part of their lives people and socialize, and there are so many great mechanics on the website to
online (keyword being part) but also embrace the metaverse in
its entirety. The metaverse doesn’t just offer “new experiences”
help everyone involved. There is some progress to be made, especially for the
— within these virtual/digital worlds that young people find safety of LGBTQIA+ and POC creators, but overall
themselves in are opportunities to make real, lasting relationships
with people they may never meet face to face. That is a huge the website lends to creating bonds that are unbreakable.
draw for a generation that is having to be the bastions of hope for
sustainability, the climate crisis, equality and so much more. - NEMESIS LACROIX, U.S., @NEMESISLACROIX
As great as the gaming world is, it does have its pitfalls. Seedy
loot boxes that target impressionable kids and vulnerable adults,
publishing companies that are willing to have developers work
under awful conditions, and online harassment from gamers toward
other gamers. These are just some of the things holding gaming I truly believe that gaming will always be a place in which the impossible
back and it remains to be seen how industry leaders can address
the issues at hand and foster a positive environment for the next becomes realizable. No matter who you are or where you are from, the spaces,
generation of gamers who will have access to cutting-edge hardware,
game design, new communities and more. stories, characters and worlds it creates will leave a lasting impact that will
be felt for years to come.
- JAMAL JOHNSON,
JUNIOR CREATIVE, FLEISHMANHILLARD, U.K.

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SERIOUS SPACE (CAREER, EDUCATION, SAFETY)

Young people are even using their creativity in emails to song lyrics, the technology can be “talked
metaverse spaces to not just find new ways of interacting to” and continually prompted via text chat to deliver
with each other, but to generate career opportunities and what is being asked of it. While ChatGPT-3 is only
income through platforms such as Roblox. at an initial demo stage, discussion around its next
iteration (ChatGPT-4) has already shown that it will be
We’re anticipating continued impacts on Gen Z with
exponentially more powerful (1 trillion+ parameters,
the current state of the global economy, which could
compared to 75 billion on ChatGPT-3) and the potential
continue to result in their search for alternative income.
impact it could have on the next generation is clear.
For example, the NFT space is a bubble that has been
Beyond career, the ongoing educational opportunities
deflated to slightly more realistic proportions in recent
are multiple — just as social media has largely replaced
times. Looking past the Bored Ape NFT and other
search engines for Gen Z, the metaverse will be a
gimmicky uses of NFT art, future art scenes (whether
space they can turn to learn — about health, finances,
music, visual, etc.) will have more direct links to their
themselves — the list is endless.
work and transactions with consumers. For artists,
this will result in cutting out the middleman, resulting Lastly, there is hope that with decentralization and
in further profits and income in a time when they’re internet use no longer restricted, instead controlled by
struggling against the backdrop of the cost-of-living giant central organizations, trust will be increased in
crisis. A future museum may have a variety of artists future generations.
on display, with individual royalties going straight to
Although there are a lot of exciting things on the
the artists depending on how (or how many times)
horizon when it comes to this technology, brands and
audiences interact with the artwork.
organizations must be wary of what this could mean for
In recent times, we’ve seen the advancement of AI future youth employment.
technologies (such as ChatGPT-3), with the potential
to significantly disrupt industries and workflows.
Microsoft has invested for the past three years, recently
announcing a multiyear, multibillion-dollar investment
with the creator of the tech, OpenAI. From drafting

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AI SPACE

There are already articles saying that jobs in roles such as blogging and copywriting could cease to exist with such technology,
and companies such as BuzzFeed have already started incorporating this AI tech into their content. ChatGPT is free after all, and
people aren’t; companies may try and cut corners using this technology which could put young people starting out in certain
professions at risk. Only time will tell how AI tech continues to revolutionize the world, and it’s hard to predict whether it poses a
real threat to young people — so we decided to ask the tech itself:

CHATGPT, AI TECHNOLOGY
When asked if AI poses a threat to young people: “Although ChatGPT tech offers ‘correct’ answers, it’s difficult to
know whether it can truly give that ineffable emotive lens that
“AI technology itself does not pose a threat to young people,
humans offer. When it comes to our young people, they are still
but like any technology, it can be used for good or bad
developing, evolving and shape-shifting. They are inundated
purposes. Misuse of AI can lead to negative consequences, such
with thoughts and feelings that they like to share with the world,
as online privacy violations, cyberbullying, and the spread of
replicating such raw emotion and exploring more abstract
misinformation. However, when used responsibly and ethically,
concepts may take some time (if it’s even possible!) to truly
AI has the potential to greatly benefit society, including young
crack in the tech-sphere.”
people, by improving healthcare, education, and overall quality
of life. Ultimately, it is up to individuals, organizations, and When asked “What is love?”:
governments to ensure that AI is developed and used in ways
“Love is an intense feeling of affection and caring toward
that prioritize the well-being and protection of all individuals,
someone, characterized by strong emotions, attachment, and a
especially young people.”
commitment to maintain a relationship. It is often described as
When asked about the great technological challenges facing a complex mix of emotions, behaviors, and beliefs associated
young people today: with strong feelings of affection, protectiveness, warmth, and
respect for another person.”
“Young people today face a unique set of technological
challenges, including issues around online privacy and security,
balancing screen time with physical activities, combating
cyberbullying and fake news, and staying current with the
constantly evolving digital landscape. These challenges require
digital literacy, media literacy, and the development of critical
thinking skills to navigate the technology-driven world.

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AUTHENTIC ACTION > AUTHENTIC EMPATHY

The youth of today are in the middle of This is where authenticity takes center
trying to navigate through an identity crisis, stage. It may have become a buzzword
struggling to work out when, why, and we use time and time again in our
how to act and react to ongoing stressors communications, but there is no greater
around them, all while being influenced and example of trust and active change when
shaped by internal and external cultures, you live and breathe what you preach
and subcultures that are emerging via social authentically. Being authentic is a
media, influencers, peers, family — the list is commitment to making long-term change,
truly endless. no matter how expensive or lengthy. Being
authentic is unwavering, uncompromising,
As their identities are more fluid, more
and unstoppable. Ultimately, the two aren’t
diverse and more evolved than ever before,
mutually exclusive, and in this climate,
brands that don’t invest in getting to know
we’re not always going to get it right,
how this young cohort are feeling will not
but practicing empathetic action while
resonate. However, simply understanding
prioritizing authenticity gives young people

SECTION 3:
how they feel, or taking an empathetic view
the best start and support for the future.
of young people, will only take you so far.
With our topics in mind, using sector
Empathy undoubtedly creates a stronger
experts and a panel of young people, we
and deeper connection with a youth
want to help brands and organizations take
audience, it humanizes relationships and can
authentic action in order to align with the

WHY IT
cultivate loyalty and community with this
values and identities of the youth of today.
next generation of customers. But applying
empathy alone to their real-life anxieties and Below are principles and takeouts to guide
fears is never going to cut it for a generation brands and organizations on best practices
who are feeling more hopeless than ever for reaching a young and complex audience.
before. Sitting on empathy alone signals All takeouts have been crafted through

MATTERS
care, but not correction. And this is what collaborative workshops with our Gen Z
young people are looking and yearning for. participants and experts.

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BE TREND-AWARE, NOT TREND-LED LEAN INTO INDEPENDENT EXPERTISE:

Keeping a finger on the trend pulse is a vital part Gen Z are no strangers to misinformation. There is
of understanding your youth audience landscape no end to the advice readily available to them on
and can help you identify new ways to engage and important health and well-being topics; however,
stay relevant with your target consumer. However, the challenge is sorting fact from fiction. Before you
it’s important that you don’t lose sight of the engage with new messaging, particularly regarding
values, purpose, and personality on which your sensitive topics such as weight loss or aesthetic
brand is built. Before jumping on the next big procedures, consider who your target audience would
thing, ask yourself: Does this trend compliment consider credible and a trusted source of information.
your brand’s core purpose, or does it conflict with It might be a nonprofit organization, healthcare
it? Not every new trend will present you with an professional, an influencer, or a member of the public
opportunity, and that’s ok. with lived experience. You might want to leverage
them as brand or independent spokespeople, or
simply engage with them for strategic counsel. Either
way, the right partnership is key.

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CONSISTENT DIVERSITY ACROSS ALL CHANNELS

In all sectors, we are seeing commercial benefits Diversity should also be reflected in body type in
and greater brand affinity when brands use diverse brands. We are seeing more and more brands use
influencers who align with their brands, and mannequins that reflect real figures, but they are still
brand backlash for those that don’t. For instance, few and far between. Introducing more colors into
brands in the beauty industry have been accused the typically white mannequin is also a simple but
of fostering a toxic culture where young people of effective shift in beauty and body standards. While
color in particular feel like they need to change their many retailers use white mannequins to showcase
appearance to fit into white and Western cultures. their clothing, it may be inadvertently sending a
On the flip side, brands such as Fenty Beauty and message that their clothing has been created for
newcomer REFY Beauty have been praised for white people, which is clearly alienating.
showing a diverse spectrum of models and real
Ultimately, brands should listen and learn from
people on their platforms and websites, making their
their audiences of color and learn from experts
brands feel more accessible to their unique and varied
who have lived-in experiences to mitigate risk.
audience base.
Using platforms such as The Black Beauty Effect,
But consistency is key. Brands that aren’t following which teaches brands how to build their websites
through on their diversity promise across all and how to hire talent, etc., is a great way for
channels are opening themselves up to criticism. brands to authentically connect and cater to
Rare Beauty by Selena Gomez was recently all races and ethnicities.
condemned online for not showing diversity on their
actual website versus social channels. Too often we
see “diverse” Instagram channels, but this has not
been replicated or truly authenticated within the
business itself, and as a result, young people are
rejecting them.

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INTRODUCE NEW PLATFORM CHANNELS: BEREAL

An app that brands should think about introducing into With issues like the cost-of-living crisis, and ongoing
their channel mix to buck some of the trends discussed body-beauty debates plaguing the minds of young
is BeReal. Knowing that Gen Z value authenticity and people everywhere, brands will often lean into platforms
reject social norms that don’t align, BeReal could be the such as Instagram and TikTok to respond. Introducing
perfect antidote to the overstylized aesthetic of other BeReal into their channel mix could be an authentic way
social media platforms. It works by sending a for brands and organizations to make noise and truly
notification at a random time to prompt users to take connect with their young audience who are constantly
a spontaneous snapshot from both the front- and seeking help and guidance.
back-facing cameras of their smartphone.
Financial anxiety doesn’t feel like it’s going anywhere
In doing this, it shows what you’re doing alongside your anytime soon, and brands and organizations may
reaction. The random notification almost gamifies the struggle to find ways to make a real impact with young
experience, as users are only given two minutes to people. However, there are steps below they can take to
respond. The no influencers, no ads and no edits, help young people see that they are doing everything
coupled with the one post per day ethos of the platform they can; they are not just taking empathetic action,
means that content is as real as it can be. At present, but tackling authentic actions.
there are no in-app advertising opportunities, but there’s
hope that this will change in the future so that brands
can start being present in this space. We’re already
seeing brands experimenting. Chipotle was the first
brand to create an account and post a discount code
giving the first 100 people who used it a free meal.

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SUPERCHARGE VALUES AND BENEFITS AND

THINK ABOUT YOUR REMOTE WORKERS
TWO-THIRDS OF YOUNG EMPLOYEES ARE CONSIDERING THEIR
Not all young people will be working in hybrid We’ve seen countless studies also showing that
working environments, but those that do may young people will leave work forces if they don’t JOBS IN THE NEXT 12 MONTHS BECAUSE THEIR EMPLOYER
find themselves stuck in a financial cycle without share the same values as them. Although this
having the confidence or know-how to get out is highly documented, we want to highlight
of it. 44% of employers admit that their staff are this takeout as one that brands should be
DOESN’T SHARE THE SAME VALUES AS THEM.
not fully aware of the benefits they offer or don’t prioritizing. Why? Because sharing your values (Click through for full source)*

fully understand them, according to research means understanding what is at the root of their
from GRiD, the industry body for the group unease, and allows you to then put an appropriate
risk protection sector. Often companies have response in place. Whether that’s putting in
countless benefits and initiatives yet don’t seem the appropriate guardrails to supply guidance
to do enough to celebrate them. or providing the solutions for those who need
them, listening is only part of the equation.
When it comes to remote workers who can’t reap
Organizations must take those shared values and
these benefits, how else can we bring them into
ensure they act on them and look to build upon
the fold so they don’t feel isolated? For many
them, or else risk losing valuable, passionate
young people, they have spent the majority
members of their workforce.
of their professional life working in remote
conditions during a cost-of-living crisis where
budgets have been cut. Although they have
the benefit of working elsewhere, our research
suggests that many are living outside of London,
not by choice. They shouldn’t have to miss out
on the simple additions that make a difference.

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UTILIZE DYNAMIC SOCIAL MEDIA PLATFORMS

As the cost-of-living crisis remains a source of stress and anxiety for

families and young people, many are turning to unlikely social media
platforms for advice, and brands have taken note. Videos around
energy-saving hacks such as showering at work, cutting back on food
waste, and budget recipes that go further have gone viral over the last
year and young people in particular are finding comfort and relief in
this type of content across many social media platforms..
Research by One Poll found that 33% of people now choose social
media as the best place to get financial advice amid the cost-of-living
crisis. Sky News reports that those aged 12-17 said they have sourced
their best money-saving tips from TikTok and say they have valued
this kind of advice much more than what they get from their parents
or school.

As more people seek financial information online, it’s important to us that

we help our community access the right support and advice, especially if
they may struggle to access it elsewhere.
- SOCIAL MEDIA SPOKESPERSON

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ACTIVE AND TANGIBLE FINANCIAL ADVICE

• 44% of Gen Z don’t know how much they need to save
to live their desired lifestyle in retirement, despite the
fact that many don’t believe they will have money left
to retire comfortably. They are also much more eager
to move up the ranks and to seek promotions, with 49%
wanting management and leadership training from
their employers to help them achieve this quickly.
• Now more than ever, employers and organizations have
to take responsibility for their young employees (grads,
people with lower wages). For example, this could
mean providing them with financial advice sessions
on a quarterly basis for free or at a discounted rate, not
limited to just how to save and budget.
• Brands and organizations simply need to ask young
employees what they want to see more of on a regular
basis so they can see that they are being catered to.
For example, sessions could include conversations and
tips around pensions, ISAs, mortgage rates, interest
rates, and investments so young workers feel like they
can manage their money in a smart and independent
manner that works best for them.

73% OF GEN Z ASK THEIR RELATIVES

FOR FINANCIAL HELP AND ADVICE.

(Click through for full source)*

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IMPLEMENT FINANCIAL LITERACY When I was 20, I thought, how on earth am I ever going
INITIATIVES TO ENABLE FINANCIAL FREEDOM to have enough money to retire, so I started investing.
- DAVID WILSON, U.S. @IAMDAVIDJWILSON

• There’s been an enormous swell of financial • The effects of this are already beginning to be
influencers (AKA fin-fluencers) across social seen: Between 2020 and 2021, 1 in 6 Gen Zers
media, professing ways in which young people said they had invested for the first time, either
can establish “financial freedom.” Young in stocks, or in cryptocurrency, over one-third
people have been lapping up this content, with have already saved more than £1,000, and
#finfluencer racking up 20 billion views. Research they’re the generation least likely to have debt.
also shows that 34% of Gen Zers say they get
information on banking and finance from TikTok • Buy Now, Pay Later companies are also giving
and YouTube. Gen Zers more flexibility to buy, but many young
people are damaging their credit scores by
• This rise in consuming fin-fluencer content
missing payment deadlines. Additional financial
demonstrates that they’re eager to develop the
advice when experimenting in this space is
financial literacy to build their wealth and sustain
critical to help young people feel financially
their financial futures online. We’re seeing that
literate.
they are bypassing the scant-at-best personal
finance lessons at school (that is, if they have • Ultimately, young people are yearning for
them at all!) and seeking to streamline their seamless ways to learn and don’t always have
know-how and maximize their financial gain the time to introduce this into their lives.
through bite-size and easily consumable financial Employers, brands and organizations can help
advice straight from the horse’s mouth, i.e., make this a priority so that it becomes part of a
content by influencers who have been there done young person’s training, ensuring that there are
that and bought the T-shirt with all the money in-house experts who can facilitate this desire
they’ve made through investments and saving. to safeguard their financial future.

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ENCOURAGE HONEST CONVERSATIONS WITH FRIENDS

• The cost-of-living crisis has changed their social

spending habits. They’re seeking cheaper, or even
free social events. But they have also noted a new
need to have frank and open discussions with
their friends to understand each other’s financial
situations, and then adjust their plans to work for
everyone. They don’t want to be defined by their
money; they just want to be able to hang out with
each other without worry.
• We are taught in our professional careers that
it’s rude or inappropriate to talk openly about
money. This is still the case for many generations.
However, our research is indicating that, in fact,
young people are finding comfort and relieving
part of their financial anxiety by talking openly
with friends.
• This is proven by responses from our finance
influencer, Monique Jones, who asked her
followers if they benefit from sharing with friends,
with one user commenting: “I try to let my friends
know I’m saving money and we try to opt for lower
cost/free social events.”
• Brands and organizations should recognize that
encouraging an open dialogue between young
people and their friends is becoming the new normal.

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MENTAL HEALTH DAYS AND ALLOWANCE/NON-TAX BENEFITS

• A third of Gen Z employees stay at home because

they cannot afford to come into the office, and
we’re seeing that this is having a negative effect
on their health. Our panel of youth experts has
expressed a need for employers to start looking
into providing mental health days or training to
help Gen Zers cope and manage their day-to-day
stress and pressure. This is supported by wider
evidence suggesting that 82% of Gen Z would find it
beneficial to have mental health days or training.
• We are seeing brands and organizations wanting
to see more people in the office without taking
away hybrid benefits. Young people have also
expressed the desire to work in more dynamic
and social work environments so that they can
benefit professionally. As we know, cost is a barrier
for young people to come to work; therefore,
companies could try and introduce nontaxable
benefits. Subsidized lunches could extend to
dinners, compensation for transport costs or
covering a certain allowance for buses, tubes, car
(petrol) fees can all make a difference and help
young people feel valued.
• Brands who can introduce positive training into
mental health days may see long-term benefits
in their young workforce who are yearning for
support but aren’t necessarily sure where to turn
to receive it.

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THE NEXT CHAPTER OF

STORYTELLING ACTING
Stories bring people together, shift opinions, With the technology we possess today (and these emerging technologies into a modern
entertain masses, inform, educate, and endear in the expected future), brands have almost communications experience, brands must focus
customers to brands and stakeholders to unlimited opportunity to take their stories first and foremost on solving business and
companies. Successful communication for to new heights and introduce them to new marcom challenges. Not forcing an innovative
businesses means continuously adapting to audiences — they can “story-act” with solution just for the sake of innovation, but
shifts in an ever-changing communication increasingly immersive abilities. instead applying practical innovation that
landscape brought about by increasingly rapid allows them to expand experiences, skillsets
The technology behind Web3 metaverse
innovation cycles. and knowledge while solving brand challenges
experiences is poised to radically change how we
From the first-ever fax machines and pagers, through emerging technology.
look at connecting for business, play, socializing
through to personal blogs and Myspace, TikTok and so much more that hasn’t even been
and BeReal, and now to Web3, the metaverse, and realized yet. However, when it comes to bringing
truly autonomous AI — connection and stories are
a fundamental part of the human condition.

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3-STEP GUIDE TO STORY-ACTING

Brands can look at three key areas to elevate their brand narrative
and match the bar of expectations around these innovations:
1. THE EXPECTATION FOR KEEPING UP WITH RAPID BUT
TANGIBLE INNOVATION
Stakeholders expect brands to innovate by moving purposefully
and carefully with a full view and understating of the unintended
consequences innovation brings about. Don’t just seek innovation,
seek innovation with purpose that fixes issues, systems and brings a
higher quality of life to your audiences.
2. THE EXPECTATION ON BRANDS TO PROVIDE A PLATFORM
FOR LIVING OUT PURPOSE
It’s not enough for a brand to make and sell good products—people
expect their employer to be more than just a career and a paycheck.
They need a platform to realize their true potential for themselves
and their role in making the world a better place.
3. THE EXPECTATION ON BRANDS' ACTIONS TO BE ALIGNED TO
STAKEHOLDER VALUES
Expectation for actions grounded in authenticity and transparency—
now more than ever, stakeholders expect brands to be vocal on
where they stand and what they stand for, beyond corporate
narrative grounded in corporate action — in a way that extends
beyond how brands do business to who they associate with.

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NEW LANGUAGE, NEW YOU

If young people’s language is evolving — does that mean

we need to audit our language, or introduce new spaces
and ways to reach them?
The metaverse is changing the ways in which Gen Z
communicate — not just by providing new platforms but
consequently also changing their linguistic behaviors
and patterns. Despite best intentions, it can be challenging
to reach audiences with a new tone of voice when it is
not authentically matched with your own brand voice
or heritage. Catering to young audiences can result
in trying to keep up with language and trends that
are moving faster than ever and may not authentically
reflect your brand.
Brands face a choice in trying to evolve themselves
and their brand language, or utilizing the audience
themselves to speak.
Just as young people today try to find a middle ground,
businesses too can balance long-term evolution of self,
with careful consideration on changes and how they
will play out, while still providing ease to new platforms
for youth audiences to have their voice and expression
amplified through short-term collaboration. With the
landscape around the tech highly subject to change,
intention behind the language (where it was said, how it
was delivered, and by whom) can make all the difference.

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HELP THE METAVERSE MAKE BIG STRIDES LOST? DECENTRALIZE TO INCENTIVIZE

BY TAKING BRAND BABY STEPS It is important for brands to understand that this is not
While the metaverse and Web3 remain in the early stages, just about talking or sharing information/content online,
not yet fully accessible to the masses, there remains a but actively creating and collaborating with each other
huge opportunity for brands to explore and move into this to create decentralized communities.
space and pioneer new ways of engaging with consumers
Brands need to reflect the growing value being placed
in a way that is genuine and honest to brand identity.
on transparency and community by Gen Z. While
The fleeting nature of youth trends today means it is the virtual reality for these communities will take
so important that brands are constantly reviewing with years, brands can begin cultivating the grassroots and
their finger on the pulse. It also doesn’t mean reacting to early-adopter movements to help shape and steer the
everything in sight, but surveying the community and technology by leaning on the opinions and beliefs of
knowing when to authentically engage. its consumers. Just as surveys are taken to revitalize
brick-and-mortar offerings and increase footfall, it’s
On the flip side of fleeting trends, as they spend more
important to understand what consumers are expecting
time in these spaces, we’re seeing more long-term
in the space — even if they don’t fully understand what’s
language preferences evolve into mainstream use. The
possible to get a sense of where they would like it to go.
memes they use to communicate may be of-the-moment,
but we are also seeing more permanence through In contrast to physical stores, experiences will not
their language preferences, too. Brands will need to be centralized, and every consumer’s journey may be
balance the challenge of knowing when something is a entirely unique. Consumer spaces in the future will be
trend and when something is a preference in order to moldable, and the earlier brands can start to develop
communicate organically with this audience. a more decentralized relationship and let loyal
consumers steer the ship (at appropriate times, and
in reasonable measure), and then the better prepared
they will be for a Web3 future.

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PROTECTIVE SERVERS SHOULD metaverse. To maximize engagement space, or try to create a virtual world or
HELP, PROTECT AND SERVE and reduce backlash from eco-conscious brand mascot avatar. This also opens
The metaverse has enormous potential Gen Z audiences, brands need to up the opportunity for brands to seek
for being a purpose-driven power for avoid flagrantly disregarding these direction from their audience and allow
good. However, to ensure this, we must concerns and, ideally, be on the constant communities to provide directions
work collectively to ensure that the journey of educating both internally on where they would like it to go. For
dark underbelly is not given the and externally on the challenges of some brands, activating in the space is
space to breathe. innovation vs. sustainability. While completely justified and relevant to their
it will be impossible to avoid certain industry, their objectives and what is
Brands should ensure that all their
energy use in this space for the technically possible for them in 2023. But
engagements with metaverse are not
foreseeable future, brands can at least for other brands, the upcoming years will
just in line with governance and legal
show audiences that a conscious be just as much about getting metaverse-
regulations, but engage with consumers,
effort is being made to balance that ready, and educating and preparing
and if young, their parents/guardians
innovative tech and experience with the internally, rather than claiming those
to help them avoid or navigate their
generational concerns around first-mover bragging rights.
way out. It’s also not enough to start
the environment.
well with good intentions; brands KEEPING UP WITH KAMI
need to start as they mean to continue. POP THE BUBBLE Gen Z are breaking down barriers and,
Continuously updating their offering, For some brands, it’s no use pretending more than ever before, are embracing
their positioning and whether brand to be experts in the field when your inclusivity and wider representation
experiences are keeping up with brand simply shouldn’t be activating within their digital environments. Kami
industry standards and the innovations in the metaverse or releasing an NFT. is emblematic of these developments,
coming out of the space. We’ve seen a certain amount of the and is hopefully the tipping point for
hype bubble reduce in the past year, other brands to replicate and expand
PURPOSE-DRIVEN POWER
as we’ve seen cryptocurrency scams these positive developments to
Metaverse, blockchain technologies,
and crashes, and lukewarm reactions to normalize diversity within the
NFTs and cryptocurrencies are huge
various metaverse experiences. Brands metaverse and Web3 as it develops
energy drains. Intel believes that our
shouldn’t feel pressured to always act and seeps into the mainstream.
global computing capabilities need to be
as if they completely understand the
1,000 times more powerful to sustain the

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A FINAL CLOSING STATEMENT

FEW WORDS CANDACE PETERSON, GLOBAL MANAGING DIRECTOR, BRAND MARKETING, FLEISHMANHILLARD, U.S.

The youth of today are carrying a psychological

bag that weighs more than we realize. When
That’s where honest-to-goodness candidness and
realness can take center stage. When a brand is

FROM OUR
you peek inside, it’s loaded down with dueling honest, forthcoming, candid, and above all, real in
stressors — a few packs of identity crisis, a tube of their commitments to making long-term change,
financial insecurity, a vial of climate change, and no matter how expensive or lengthy, they become a
scattered bits and bobs of conflict, media noise, force. Fall and skin your knees out of the gate?
peers, influence and, where did it go? Oh, yes,

EXPERTS
Fine. Be the first to admit it? Undying support.
there it is…a dose of hopelessness. Like anyone,
They will not only want to root for you, but get
what people carry in their bag is reflective of who
behind you and push you forward. So, as the youth
they are. And in this case, the significance of their
of today’s bag continues to have new formulations
weight is profound, if not all that visible. Layer on
of pressures dropped into it every day, we believe
the observation that their identities are more fluid,
organizations that take real, authentic action to
more diverse and more evolved than ever before,
align with their values and identities will help
brands that don’t invest in getting to know the
lighten the load and make a real difference in
complexities of how this young cohort are truly
making meaningful connections.
feeling will miss the mark with them. And while
applying empathy certainly signals care, empathy
alone won’t help drive a straight line down a
crooked path. And this, it seems, is what young
people are yearning for.

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THE POWER OF INFLUENCE: REAL WORLD VS. VIRTUAL WORLD

LIZ HAWKS, BEN VARQUEZ,

HEAD OF FH INFLUENCER, FLEISHMANHILLARD, U.S. MANAGING DIRECTOR, YOUTH MARKETING CONNECTION, U.S.

For Gen Z, influence has never been defined by social They expect that a sponsoring brand has done its Gen Z came of age as the first internet and social shared values, interests, and passions to common
reach alone. And to them, influence has never existed due diligence to use audience-first data, ensuring the media-native generation — born with all of the world’s traits and orientations, helpful skills, and interesting
only in social platforms. Those personalities driving influencer him/herself isn’t just mirroring the brand’s information at their fingertips and seemingly endless knowledge. They are also proving the power of nano-
conversation online also use their influence offline target audience but that the influencer’s followers possibilities to chart their own paths and decide what and niche- level peer influence, especially on emerging
to engage this generation in the places and spaces to also mirror that target, creating the best fit and most influences them. The idea of celebrities-know-best platforms, through more raw, authentic and relatable
which they turn. relevant partnership. suddenly felt outdated, and young consumers began content that doesn’t appeal to everyone. They crave
seeking more authentic relationships to channel their authentic firsthand recommendations told through
Gen Z can see through a mega or celebrity tier And determining “best fit” isn’t a one-sided aspirations. Simultaneously, social media was making a storytelling lens vs. the glossy perfection of the
influencer endorsing a product, brand or service proposition. Gen Z influencers will research potential Gen Z celebrities more accessible and relatable, mature millennial Instagram aesthetic. The best thing
that isn’t authentic to what the influencer would brand sponsors to understand their position (and while also having the potential to transform everyday brands can do when it comes to Gen Z influencers is to
organically talk about or pay attention to. Instead, action) on various social issues. They may decide not consumers into Gen Z celebrities. empower the right people and get out of the way.
Gen Z are engaging with content developed by any to partner with a brand that isn’t already walking the
Today, Gen Z consumers have more autonomy and
tier influencer that resonates with their interests and talk on issues that matter to Gen Z, and providing
choice around where they invest their time and energy,
passion areas. The very term “influence” for this group proof that the brand already has a track record of
and how they engage with the people and communities
goes well beyond product and brand endorsement into supporting societal, political and philanthropic causes
they want to be influenced by — communities largely
coalition and movement-building. They are pulling that are also in the best interests of their generation.
made up of their peers. Influence no longer aligns
in followers by understanding how to game platform With the right approach, influencer marketing with arbitrary status, but rather Gen Z looks up to
algorithms and wrap their content in education, can help solve for these needs, meet audience influencers of all types, identifying everything from
entertainment or utility. expectations, and be a powerful force for good.

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THE KALEIDOSCOPE OF YOUTH AND IDENTITY

NEEDS A REBALANCE

WHY IS THE
V VARILLY, WORLD FALLING WHY DO I NEED TO
HEAD OF YOUTH AND PARTNERSHIP, FLEISHMANHILLARD, U.K. APART? GET GOOD GRADES?
Our young people today are defined as It begs the question, why are we constantly think about Generation Alpha, who
creators and change-makers. They are unloading and projecting the world’s are starting to gain more traction. The
alert, aware and constantly questioning, problems onto the youth of today? first generation born entirely within WHY?
searching and even demanding Perhaps it’s a subconscious passing of our the 21st century (2010-2025), the most
explanations to make sense of their problems onto the next generation — when technologically integrated generation
world. Their identity is a complex and instead, we should be demanding more of our lifetime who once again has
evolving kaleidoscope, and asking answers from those presently in power inherited a whole host of crises, from
“WHY” is at the heart of their quest for and giving breathing space to the younger food insecurity to a dying planet. But WHY DO I
answers. generations so they can be “young” again. new research suggests that despite being WHY DO I FEEL NOT FIT IN?
Even after they receive answers, they are The important safety of expression
made up of children 9 years old and MENTALLY
dwelling and replaying. On the whole, is at risk of being lost in our younger
younger, they are already committed to STRAINED?
saving the planet.
this may be viewed as positive news, generations, where they should be able
after all, questions = progress, and that’s to grow and find their identity through Of course, there is hope and positivity
how the world moves forward. However, expressing themselves, trying things knowing our world’s overall health is
this obsession to question and find out, and perhaps most importantly, at the top of young agendas. But as the
solutions is causing significant stress failing and learning—all in the safety world gets worse, are we going to see a
and anxiety on this young generation, of being “young.” It is this kind of future of toddlers who are terrified about
who have arguably not yet even had the experimentation that is required to living? What can we do now, to soften 67% OF 6 TO 9 YEAR OLDS SAY THAT SAVING THE PLANET WILL
chance to live. unlock future innovations and new the landing for future generations as
conversations. they cross cultural issues?
BE THE CENTRAL MISSION OF THEIR CAREERS IN THE FUTURE.
This is particularly critical when you (Click through for full source)*

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FROM GENERATION WHY

TO GENERATION WHY NOT
Although our young people are inherently Luckily there are more outlets and platforms that
inquisitive and pragmatic, should we be teaching young people can lean into to escape, disconnect WHY NOT FLY WHY NOT SWITCH MY
them that you don’t have to make sense of the world and exercise a more playful outlook on life via
AND EXPERIENCE PHONE OFF FOR A WEEK?
or feel the pressure to improve the world around a “why not” attitude, but even that comes with a
you all the time? And actually, it’s better if you barrage of criticism and somewhat sensationalist
THE WORLD?
incorporate more play, real connection and middle- media coverage.
ground opinions into your world because … it breaks
the cycle of WHY, and breaks society's expectation
BALANCE OF BOTH? WHY
of who you’re supposed to be and where you belong.
Perhaps, rather than trying to break what feels like NOT?
an inherent “cycle of why,” we should be supporting
In effect, it forces them to ask “Why not?” instead.
them more so that they can fulfill both desires of
A “why not” attitude can help young people adopt being a change-maker and a child, embracing their
a positive outlook. As Dr. Seuss said, fun is good. multiple worlds, blurred lines and layers while
The benefits of laughter alone include improved helping to relieve the burden that’s been bestowed WHY NOT WHY NOT TALK ABOUT
immune functioning, stress relief, increased upon them. Surely in doing this, we are allowing
ESCAPE INTO THE MY HEALTH WITH MY
tolerance for pain, improved cardiovascular health, them to be their true authentic selves.
METAVERSE? COMMUNITIES?
reduced anxiety, and improved mood. So the
question is, how do brands and organizations do
more to ease this load?

YOUNG PEOPLE SPEND LESS TIME OUTSIDE THAN PRISONERS.

(Click through for full source)*

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WHAT’S NEXT
The Youth Kaleidoscope Report was produced by
FleishmanHillard’s Culture Unit team, in conjunction
with global, pioneering young thought leaders and
the next generation of Content Creators who are METHODOLOGY We explored alongside the next
using social media to connect with their peers. To fuel the report, its insights and generation of Content Creators, with
Partnering with these specialists, we have addressed thinking, we examined existing reports specialisms and interests across health,
key themes and topics for young people today and analyzed primary and secondary finance and identity. This includes the
throughout the report, as they look forwards and research and data to help us develop key likes of: Ellie Goldstein, a model with
start to question how they can progress through insights as we examined youth audiences. Down syndrome who helped create
turbulent times. Speaking with real thought leaders Kami, the first digital avatar with
Third-party reports analyzed for this paper
in the space, as well as hearing directly from the Down syndrome; Heather Moradeyo,
encompassed a wide range of topics and
young perspectives within FleishmanHillard, the an advocate for mental health who has
demographical surveys, which examined
insights within this report have come straight from used social media to create a supportive
consumer trends across youth audiences.
the source and are geared towards starting an honest community for people with schizophrenia
conversation about how businesses can take the The report has been co-collaborated to share their stories; and Nemesis
correct next steps in building for the next generation. with industry experts. Working with Lacroix, a transgender drag artist and
insights provided by practice leaders full-time gamer who is passionate about
But where does the conversation go next? Brands across FleishmanHillard, as well as vital challenging stereotypes of gamers and
and organizations can never rest on their laurels, anecdotal insights provided via focus making visible the LGBTQ+ community in
and must continually keep a finger on the pulse of groups and surveys of Gen Z across online spaces. This assortment of talented,
both the culture around them as well as the youth the global FleishmanHillard network. perceptive, and pioneering young thought
audiences that continue to grow alongside culture. Additionally, the report has been created leaders infuses this report with firsthand
Together with our partners from Zebedee and Youth by working with specialist partners, from insights that will help brands, employers,
Marketing Connection, FleishmanHillard’s Culture TO GET IN TOUCH Zebedee Talent, a world-leading inclusive marketers, and whoever else to understand
Unit is able to dissect these macro findings and To hear and discuss more, please talent agency, and Youth Marketing and authentically engage with this
apply them more specifically to your business and reach out, and we’ll be in touch at Connection (YMC). generation as they continue to be shaped
industry, answering how to best engage with youth the earliest opportunity. by — and are themselves — shaping the
audiences for both today and tomorrow. [email protected] world around them.

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CONTRIBUTORS
CANDACE PETERSON V VARILLY LIZ HAWKS NICHOLAS HADASSAH CULLEN BEN VARQUEZ MICA HESTER JARED CARNESON
Global MD, Brand Head of Youth and Senior Partner, PALMER-BROWN Head of MD Youth Managing Supervisor, Senior Vice President &
Marketing, Sr. Partner Partnership Global Head of Influencer Head of Sport and Consumer Health Marketing Connection Project Manager Senior Partner
Marketing Entertainment

MICAELA BENEDETTI MARIE MORGAN ELLIOT RYLANCE BRYAN STEELE REBECCA BRADFIELD TRACI MEDRANO JULIO ARGUETA ANNIE NELLIGAN
Managing Supervisor, Associate Director Account Director VP Media + Platforms Account Executive Associate Creative Assistant Account Account Executive
Brand and Consumer Director Executive Designer Designer
Marketing

KAREENA GARG JAMAL JOHNSON STEPHANIE FLORES CALEB DAWKINS MORGAN PRUETT MICHAEL MAHON GRACEY WALLACE
Graduate Trainee Junior Creative Alfred Fleishman Art Director Assistant Account Senior Account Executive Senior Account Executive
Diversity Fellow Executive Designer
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ELLIE GOLDSTEIN MONIQUE JONES NEMESIS LACROIX HEATHER MORADEYO EMILY OCON DAVID WILSON LAURA YOUNG
Content Creator Content Creator Content Creator Content Creator Content Creator Content Creator Content Creator

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THANK YOU