Gen Z isn’t coming of age – they already have.
They’ve lived through recessions, a pandemic, and TikTok trends that expire in 48 hours. They’re spending, saving, spiralling, and shaping culture as they go. With $250 billion in spending power and a growing influence across every sector, Gen Z is not a demographic you can ignore.
So what does this mean for marketers trying to reach them?
Well, Pion has just launched its biggest-ever Youth Trends Report – and this year, it’s personal.
💅 From ‘f*ck it’ spending to feral girl summer
🧠 Mental health, masculinity, and identity politics
🧃 The new wellness economy (berocca + burnout, anyone?)
📣 The brand voice Gen Z actually wants (curveball: it’s not ALWAYS about being the funniest brand at the party).
This is the state of Gen Z in 2025 – messy, contradictory, and full of insights for marketers who want to stay ahead in a world where Gen Z is already leading.
Alexandra is a Senior Content Editor @ Pion & Trends and Insight Specialist. Alex is a culture-savvy creative and sharp copywriter, passionate about helping brands decode Gen Z.
She joined Pion in 2022, where she leads on trend and cultural insights, bringing her generation’s lived experience to life through words.
She’s authored Pion’s Youth Trends Report for the last three years, featured in Vogue Business, CNBC, The Independent and more and has delivered keynote talks in London and New York.
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