Your guide to understanding
Gen Z and Alpha
Get to know what defines younger generations through their identity, their values, and the trends that inspire them.
NextGen Study Webinar 2025
We’ll explore their digital lives and relationship with technology, their vision of success and work, their pursuit of well-being and balance, as well as their social, environmental, and consumer values.
📅 Don’t miss our December 10 webinar for an in-depth look at the generations shaping the world.
- ^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...
… to better capture the spirit of Generations Z and Alpha, who are already redefining the rules.
As Millennials fully entered adulthood, these new voices are setting trends, challenging brands, and shaping the future.
For brands and organizations, understanding youth has never been more essential. They represent the generations of tomorrow: the ones who will define your growth, your influence, and your relevance.
Our team knows these generations inside and out and is here to answer your questions.
Last Year’s Edition: 2024 Zillennial Study
While we await the release of our 2026 webinar, here’s the recording from last year’s edition, which explored four main themes:
- ^Their finances
- ^Their future
- ^Their mental health
- ^Their perspectives on equity and their sources of influence
Some key findings from last year’s edition
“The latest edition of our Youth Study explores how Generation Z is shaping their own path as a customer segment, though they still encounter specific challenges unique to their generation.”
Charlotte Fortin, Senior Research Director