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.

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.

Team Credits

Anna Lena Gotzmann

  • Insight Strategist

William Rowe

Emily Reid

  • Strategy Executive at Protein

Jamie McCracken

  • Head of Agency

Leila McGlew

  • Partnerships Strategy Director

Livvy Moore


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Gina Stewart
Senior Account Manager
Anna Lena Gotzmann
Insight Strategist