Your guide to understanding
Gen Z and Alpha
Get to know what defines younger generations through their identity, their values, and their dreams for the future.
Free Report – 2025 Edition
We explore their online behavior, romantic relationships, life goals, pursuit of well-being and balance, and their social, environmental, and consumer values.
Discover our key insights in the free report. 👀
- ^Tailor your strategies to attract them
- ^Reinvent your touchpoints
- ^Become a brand they respect
About the study
Our Youth Study is evolving into the NextGen Study 2025
Millennials, once at the core of the Youth study, have now passed the torch. Today, Generations Z and Alpha embody youth, set trends, and reshape the brand landscape. It’s only natural for us to shift our focus toward these emerging generations.
For brands and organizations, understanding young people has never been more crucial. They are the generations of tomorrow—the ones who will shape your growth, your influence, and your relevance.
Our team knows these generations inside and out and is here to answer your questions.
(Re)watch the 2025 Webinar
- ^Their relationships with social media and AI
- ^Their desire for real connections
- ^Their economic situation
- ^Their body image
- ^And more!
Some key findings from this year’s edition
“With curiosity and conviction, we present to you the NextGen 2025 study. It provides an in-depth look at Generations Z and Alpha — two cohorts redefining well-being, success, relationships, and resilience. Guided by the intention to move away from the often negative and stereotypical narratives about them, this study offers a nuanced and insightful analysis of their realities. Behind the statistics are young people who are clear-eyed, committed, and aware of the challenges ahead. The NextGen 2025 study invites you to understand their aspirations and grasp the vision of the future they are already shaping — with intelligence and ambition.”
Charlotte Fortin & Gabrielle Blais, Study Co-Leads