Protein Youth Report

The Youth Report

We take a closer look at this highly influential group who are radically changing our understanding of what it means to be young today and for the brands trying to connect with them.

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Call them Post-Youth, Gen-Z or straight-up Youts, this highly influential group of 16-24 year olds are radically changing the definition of what it means to be young today.
Born woke – informed, inquisitive and self-educating with a heightened awareness of race, gender and politics – they’re coming-of-age faster than any generation before them. Intuitively cynical of big brands, global media and the establishment, they’re searching out the authentic as well as fetishising the fake; pursuing personal progression and communal creativity on one side, whilst subverting reality and tearing down social constructs on the other.
All this brings a potent mix of scepticism and optimism to the way they interact with each other and the world around them. This report takes a closer look at some of these attitudes and behaviours and what it means for the brands trying to navigate them.
Enjoy the ride.

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Creative Strategy & Cultural Insights Director
JM
Head of Agency