Culture

Youth behavior, social trends, identity
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Do video games make Gen Z smarter or more distracted?
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15.12.2025 - Benoît Vancauwenberghe

Do video games make Gen Z smarter or more distracted?

Are video games hurting Gen Z's attention span or boosting their focus? Discover the science behind learning, distraction, and digital natives.
Gen Z & sport: a generation searching for balance in a world that tilts
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08.12.2025 - Benoît Vancauwenberghe

Gen Z & sport: a generation searching for balance in a world that tilts

New data reveals how Gen Z is redefining sport, movement and well-being. A clear, research-based look at their habits, motivations and the future of fitness.
5 hidden truths about Gen Alpha’s digital world
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12.11.2025 - Benoît Vancauwenberghe

5 hidden truths about Gen Alpha’s digital world

Gen Alpha navigates TikTok and YouTube like teens, but are they ready for what they see? Discover the algorithm’s blind spot.
The Great lock-In: Why Gen Z is turning inward
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18.10.2025 - Benoît Vancauwenberghe

The Great lock-In: Why Gen Z is turning inward

Gen Z's "Great Lock-In" trend: how Monk Mode and Winter Arc on TikTok highlight a generation's pursuit of self-discipline and calm in a chaotic world.
The generation that STOPPED waiting
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09.10.2025 - Benoît Vancauwenberghe

The generation that STOPPED waiting

Morocco’s Gen Z 212 movement reveals a fearless generation redefining protest, identity, and hope in a connected but unequal world.
Sephora Kids: how Gen Alpha is shaping the future of beauty
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15.09.2025 - Benoît Vancauwenberghe

Sephora Kids: how Gen Alpha is shaping the future of beauty

Gen Alpha is reshaping the beauty industry earlier than ever. Discover how Sephora Kids reveals powerful shifts in youth consumer behavior and marketing.
How Gen Z is learning without school – No Teachers, No Problem
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02.09.2025 - Benoît Vancauwenberghe

How Gen Z is learning without school – No Teachers, No Problem

Discover how Gen Z is ditching traditional schooling and learning faster through YouTube, Discord, and real-world projects. Learn what this means for education.
Europe’s missing boys: Inside the Gen ZAlpha crisis
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16.08.2025 - Benoît Vancauwenberghe

Europe’s missing boys: Inside the Gen ZAlpha crisis

Gen ZAlpha boys in Europe face rising dropout, isolation, and identity loss. Here's why it matters—and what parents, HR, and educators must do now.
Why Gen Z refuses to climb your corporate stairs
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08.08.2025 - Benoît Vancauwenberghe

Why Gen Z refuses to climb your corporate stairs

Gen Z careers are redefining work: from career ladders vs. career lily pads, HR succession planning and the leadership pipeline future of work now depend on retaining Gen Z talent across Europe.
Why Gen Z chooses integrity over rules (and how businesses can keep up)
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23.07.2025 - Benoît Vancauwenberghe

Why Gen Z chooses integrity over rules (and how businesses can keep up)

Discover why Gen Z is pushing back against workplace culture and how Europe's hidden curriculum is impacting young talent. Learn how leaders can rebuild trust.
Why Gen Z & Alpha trusts Micro-Influencers over celebrities
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20.06.2025 - Benoît Vancauwenberghe

Why Gen Z & Alpha trusts Micro-Influencers over celebrities

Why Gen ZAlpha trusts micro-influencers in Europe over celebrities. Explore how this shift in trust is reshaping marketing, culture, and communication.
Why Gen Z and Alpha buy differently in 2025
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17.06.2025 - Benoît Vancauwenberghe

Why Gen Z and Alpha buy differently in 2025

Discover why Gen Z (1995–2009) and Gen Alpha (2010–2024) demand more than products they want values. From sustainability to algorithmic influence, here’s how youth are reshaping consumption in 2025.
Gen Z Just changed the rules of work. Is your HR strategy ready?
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09.05.2025 - Benoît Vancauwenberghe

Gen Z Just changed the rules of work. Is your HR strategy ready?

What Gen Z wants from work in 2025 is more grounded—and more radical,than most leaders think.
Generation Z digital mirror: a mental health Wake-up Call
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02.05.2025 - Benoît Vancauwenberghe

Generation Z digital mirror: a mental health Wake-up Call

Generation Z faces a mental health crisis fueled by the digital mirror effect of social media. Explore how online identity shapes self-esteem, anxiety, and connection.
Gen Z and Alpha are more divided than ever
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07.04.2025 - Benoît Vancauwenberghe

Gen Z and Alpha are more divided than ever

Discover how digital tribalism is influencing Generation Z and Alpha, fueling extreme polarization through algorithm-driven echo chambers. Is it possible to bridge this growing digital divide?
Generation Z Europe Identity: between attachment and distance
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03.04.2025 - Benoît Vancauwenberghe

Generation Z Europe Identity: between attachment and distance

Explore the paradox of Generation Z's relationship with Europe: a deep emotional attachment mixed with growing cultural and political distance.