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.
NextGen Study Webinar 2025
We’ll explore their online behaviour, romantic relationships, life goals, 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
Millennials, long at the heart of the Youth study, have now passed the torch. Today, it is Generations Z and Alpha who embody youth, shape trends, and redefine the brand landscape. It is therefore only natural for us to refocus our attention on these new generations.
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 2025 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
“With curiosity and conviction, we present to you the NextGen 2025 study. It offers an in-depth look at Generations Z and Alpha — two cohorts that are 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 emerge young people who are clear-eyed, comitted, and aware of the challenges that lie ahead. The NextGen 2025 study invites you to understand their aspirations and grasp the vision of a future they are already shaping — with intelligence and ambition.”
Charlotte Fortin & Gabrielle Blais, Study co-leads