With International Youth Day last month, we wanted to revisit the importance of the youth consumer for brands.

The fact is, in today’s fast-evolving market, youth consumers are no longer just passive audiences – they demand brands to be authentic and inclusive, and are more than willing to vote with their voices and wallets. As the largest and most diverse generations, Gen Z and Gen Alpha are redefining what it means to connect meaningfully through marketing. Their influence goes beyond demographics; it’s a powerful call for brands to mirror real experiences, stand boldly on social issues, and embed sustainability as a core principle.

All in all, today’s youth demand authenticity and inclusion – they don’t just want to be seen, they want to lead. Here’s a closer look at how the youth landscape is shaping the future of the marketing world:

➡️ Gen Z represents 32% of the global population with a projected spending power of $12 trillion by 2030.

➡️ 84% of Gen Z seek brands that reflect real, diverse experiences.

➡️ 56% of Gen Z say they would not accept a job without diverse leadership, and 68% feel their employers are not doing enough to build diverse workplaces,

➡️ Gen Alpha – the generation rising behind Gen Z – is set to be the most diverse and digitally native generation yet, with 80% owning smart devices before age 10.

➡️ 75% of Gen Alpha expect brands to take a stand on social issues and prioritize sustainability as a core value.

➡️ Parents of Gen Alpha also prioritize diversity in buying decisions, with nearly 80% considering diversity when purchasing toys, which reflects the generation’s values beginning from early childhood environments

➡️ Gen Alpha expects brands to authentically showcase diversity across ethnicity, gender, sexuality, and ability, alongside clear actions on sustainability and social responsibility. They are quick to recognize and reject insincere or performative efforts

Understanding the values and expectations of Gen Z and Gen Alpha is no longer optional for brands that want to thrive in the future. These generations prioritize transparency, inclusivity, and purpose-driven engagement. For marketers looking to build lasting loyalty and relevance, embracing genuine representation and taking a stand on social and environmental issues is the path forward. The youth aren’t just watching anymore – they want to lead the way.

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