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Our latest Future of Wellness survey finds that distinct consumer segments are catalyzing demand for goods and services in six wellness subcategories. To millennials and Gen Zers, wellness has become a daily, personalized practice rather than a set of occasional activities or purchases. As this shift takes hold, it’s influencing the direction of the $2 trillion global wellness industry, which is expanding beyond its core categories. Even though younger demographics may be pu

Mental health, meme culture, and gaming tribes—marketers need to explore what Gen Z's actually want this 2025. If you want to understand what drives Gen Z in 2025, forget stereotypes and start looking at what actually moves them: mental health , creator-driven content , community-based gaming , and a revived love for Y2K culture . With more than half of Gen Z experiencing mental health challenges and a growing desire to live life as the “main character,” their expectations fo

1. Who they are Gen Z is not a monolith Over the course of the past 12 months, Ipsos public opinion polling has revealed a significant gap in attitudes between Gen Z men and Gen Z women . More so than in any other generation polled, men and women in Gen Z are not seeing eye to eye. A significant portion of young men are becoming more conservative and leaning towards more traditional values. At the same time, young women are often becoming more progressive and liberal than the

Chinese platforms and brands are capturing Southeast Asian Gen Z through cultural fluency, price accessibility, and AI-powered personalization strategies. Image: Pinkflash Contents Digital diaspora: Heritage and hashtags Wellness, ethics, and sustainability Chinese brands gaining ground fast TikTok, Xiaohongshu define the purchase journey Building community: Online to offline strategies Next-wave markets: Indonesia, Vietnam, Philippines Recommended Five hundred million votes

As public relations professionals, reading the news comes with the territory—it’s essential for our relationships with journalists, our organizations, and our clients—that we stay informed and agile. Plus, we’re a naturally curious bunch, and we want to know what’s happening in the world and markets around us. It’s easy to forget that this isn’t a priority for everyone, and generational news consumption patterns tell a puzzling story about the state of the media. Where Things

Gen Z travellers now plan to spend more on international trips than any other demographic over the next 12 months - whilst also taking the most holidays, says new research by MMGY. Olivia Palamountain reports Gen Z has fallen in love with travel, now slated to spend the more on international trips over the next 12 months than any other generation - working out at US$6,434, according to MMGY 's 2025 Portrait of European Travellers survey. This globetrotting demographic also i

Gen Z’s continuing to shake things up across the cultural, social, and economic landscapes. They’ve grown up in a period marked by rapid technological advancements, significant societal changes, and ever-increasing global connectivity. Whether it's changing the rules of the workplace or influencing how we shop and consume, Gen Z is definitely a generation to watch. Let’s dig into 12 key traits that define them in 2025, backed by the latest data and insights. Who are Generati

In the Indiegraf webinar “Engaging Gen Z Audiences: Strategies for Local Newsrooms,” Adriana Lacy shared insights on how to effectively engage young adults by understanding the latest trends in Gen Z news consumption. The digital media consultant and CEO of Adriana Lacy Consulting put a strong emphasis on video content and understanding the evolving media landscape. Understanding Gen Z News Habits Lacy acknowledges that current strategies are likely to fail to engage young

Earlier, staying informed meant reading the newspaper or watching the 9 PM news. But today, news reaches Gen Z through reels, tweets, and podcasts; often, it finds them before they even search for it. You might scroll past a meme, then land on a subtitled reel about global protests, catch a financial tip while listening to a podcast on the way to class. And this is the definition of news in the Gen Z era, characterized by a fast, visual, mobile-first, and creator-driven appro

As the co-founder of Puzzle Partner, Ivana is an advocate for innovation with marketing expertise in technology, travel and startups. As a marketer and startup advisor to travel and hotel tech brands, it feels like just yesterday that everything was about wooing millennials with avocado toast and Wi-Fi. Well, times are changing, and now it's Gen Z's turn in the spotlight. This demographic transition is reshaping the very essence of travel marketing and experience design as t