Your guide to Generation Z and Alpha.
We decode how Europe’s youngest generations are growing up, thinking, working, and consuming in a rapidly shifting world. From culture and communication to careers and values, we uncover what drives them—and what brands, employers, and educators need to know. If you’re trying to understand the next generation, this is where you start.
Discover how 20something helps your brand connect with Gen Z and Alpha.
Latest Insights on Gen Z and Gen Alpha
Stay ahead with cutting-edge trends in youth culture, work, and communication. Discover how Gen Z and Gen Alpha are shaping industries across Europe.
Timeless youth culture trends
Revisit influential ideas and lasting perspectives to navigate the evolving world of young generations, from London to Berlin, Paris to Amsterdam.
Inspiring innovation speaker decoding Gen Z & Gen Alpha
Benoît Vancauwenberghe delivers engaging keynotes and workshops on Gen Z & Gen Alpha insights—helping brands future-proof their strategies. Available for talks and workshops across Europe.
Most popular likeds
Explore the most-liked articles on Gen Z and Gen Alpha, revealing what truly resonates with today’s youth and how brands in Europe are adapting.
What Influenced Gen Z Growing Up
What shaped Gen Z into the most connected, creative, and complex generation yet? This 2-minute video captures the major moments—from world events and viral trends to music, tech, and pop culture—that defined life between 0 and 20 for Gen Z. From 9/11 to TikTok, from Justine Bieber to Greta Thunberg—understand the context before you try to connect.
Real voices of a new generation
From street interviews to candid conversations, hear directly from Gen Z and Gen Alpha across Europe—how they think, communicate, and shape the world.