A key highlight was the launch of Pion’s Youth Trends Report 2025, which offered a deep and revealing study of Gen Z and Gen Alpha – but it was just one part of a broader conversation. This article combines the core themes from the Pion report with wider takeaways from the conference, including sessions hosted by The Student Room, Digin and SMRS.
Meet Gen Zalpha
The Pion report introduced a valuable cohort called Gen Zalpha – a combination of Gen Z (13–26) and Gen Alpha (8–13). This isn’t a new generation, but a way to understand how the eldest are shaping culture and commerce, while the youngest are forming brand opinions and digital habits earlier than ever.
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99% have access to digital media
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52% of Gen Alpha already show brand preferences
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On track to become the most powerful consumer group by 2034
Gen Zalpha isn’t waiting to grow up. They access information earlier, form opinions faster, and expect brands to show up sooner — and show up right.
Generation Alpha is already redefining how we market, and by 2030, 65% will be working in jobs that don’t yet exist. They’re pioneering new forms of identity, communication and consumption — and the gap between generations is growing wider, faster.
So what are the key youth trends in 2025?
1. Gen Zalpha is already reshaping consumption
These audiences expect fluidity: between platforms, personas, interests and influences. They create and consume at the same time, and shift effortlessly between being audience, influencer and buyer. Campaigns must engage not only where they are, but who they are in that moment.
2. Less face time, more screen time
Among Gen Alpha, the pandemic replaced real-life interaction with digital connection. Over half feel their avatar represents them better than their real self, and 61% say gaming feels more comfortable than in-person socialising.
3. The “F*ck It” Economy: Coping through spending
Gen Z faces anxiety and constant stimulation, leading 76% to make impulse purchases for emotional relief. Quick, aesthetic content on platforms like TikTok hits the mark, and brands offering joy or escape are the ones that connect most.
4. Aspiration and anxiety
Wellness culture is everywhere, but it’s not always healthy. Sixty-five percent of Gen Z have changed their eating habits based on wellness trends, and 88 percent buy through social platforms, often influenced by creators. The rise of SkinnyTok and weight-loss drug content highlights growing pressure around body image. Gen Z is looking for honesty over idealism, especially in wellness, beauty and fashion.
5. The Gender Divide
Gen Z is splitting ideologically, with young women leaning progressive and young men increasingly drawn to masculinity-first influencers and right-wing voices. This divide is reflected in the platforms they use. Spaces like Discord, Reddit and X often foster more traditional or oppositional views, while TikTok and Instagram feel more expressive and inclusive. For brands, platform equals persona, and tone is everything. Humour works, but only when it lands right.
6. Winning brand strategies: Realness rules
Authenticity matters. Sixty-six percent of Gen Z disengage from content that feels fake, 72 percent only respond to humour that feels human, and 44 percent judge brands by how well they handle trends. They do not follow trends, they live in them. Over 70 percent subconsciously adopt TikTok lingo, and brands like Currys have cut through by embracing playful, trend-led content that feels right for the platform. The smartest marketers do not chase hype, they tune into signals that fit.
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Insights for Higher Education brands
Sessions from The Student Room and SMRS highlighted what students really want from education marketing: real voices, real life, and less polish.
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Peer-led content outperforms official messages
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Students often leave Open Days without answers to questions on nightlife, finances or mental health
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Micro-influencers, student ambassadors and behind-the-scenes content build trust
SMRS also found that parents remain key decision-makers, and cost and location are still major factors, but many students aren’t aware of available financial support.
Where students search first:
According to The Student Room, 47 percent of students now use TikTok as a search engine, with Instagram rising quickly through Reels and Stories. While university and UCAS websites remain essential for core information, the most influential content is often peer-led, short-form, and delivered on social platforms.
Student attention spans are shrinking. Short-form, high-impact content now performs best, delivering 130 percent higher conversion. It is not about how long you hold attention, but how well, with every second of focus now carrying measurable value. Unlike most online spaces, university choices aren’t driven by algorithms – they’re still shaped by real people, emotions, and conversations.
What brands should be doing now
Whether you’re a university, lifestyle brand or youth-focused business, the message is clear: if you’re not in tune with youth culture, you’re falling behind. Be sharp with your short-form, clear in your messaging, and honest about the experience you offer. Let students and peers do the talking, tailor your voice to each platform, and don’t forget the influence of parents. It’s not about keeping up – it’s about showing up, meaningfully.
At Hunterlodge, we help brands connect with youth audiences in ways that matter – culturally sharp, creatively bold and built for the platforms they live on. If you’re ready to engage the next generation, we’re here to help.
Get in touch today: kim.mclellan@hunterlodge.co.uk