#generation-trends

#generation-trends

YouTube is the top platform for watching creators across every demographic of US children, according to a February report from Precisify.

"While putting a number to the loss, there is much about those lost conversations that these data cannot answer. Were they lost with friends, or family, or with strangers?"

For today's young people, online content isn't a backdrop to daily life-it is daily life. Streaming platforms, short-form video, and social media don't just entertain; they influence how young people see themselves, their health, and what behaviors are seen as normal or aspirational. Movies, television, and streaming content still have influence, but as the digital ecosystem expands, so does its power to shape choices-for better and for worse.

But we in marketing also have a certain fixation on youth. Millennials (put roughly, those born between 1980 and 2000) are the prime suspect at the minute because from where we sit in London, it seems like they're reaching their prime consumption years. They value experiences over things. They want authentic connections to brands. They want to be marketed to via a social influencer instead of a traditional ad (ha! they want to be marketed to - insert laugh/cry emoji here).

The past decade has seen a surge of new ways of self-expression online, but somehow, netizens reminisce about the grainy selfies with dog ear filters, old movies, and less AI-generated content.