2021 was the year of uncertainty. A year where young people questioned not what could be, but what would be.

What would happen to our future? What would happen to the world - would we return to the normal we grew up with, or would we slip in and out of the unprecedented states that all of a sudden seemed so normal? Would we have to be nostalgic of those times forever, or would we move on and move forward?

2022 was the year of possibility. A year where young people questioned not what would be, but what could be.

Could we not just survive, but could we thrive? Could we see one of our peers in Congress? Could we change from who we were to who we wanted to be? Could we be happier than we were last year? Could we accomplish what we set out to do?

2023 was the year of experience. A year where young people started experiencing what is.

What would it be like to start a new job? What will it be like to go out of our comfort zones? What will it be like to travel the world? What will it be like to grow up in this world?

2024 was the year of discovery. A year where young people became aware of the power they hold to shape culture.

What would they do with this newfound agency, and how would they use it to shape the future? How would brands re-evaluate and respond to the influence that Gen Z wields? What will Gen Z demand now that they know more about who they are and what they want?

2025 will be the year of decisions.

As Gen Z matures and gains spending power, they will influence which brands deserve a place in the cultural conversation. In a digital landscape where brands often try to capture Gen Z’s attention through trends, Gen Z will re-prioritize relationships with those that provide genuine purpose and foster belonging. These brands will help them connect to communities, escape reality, or make daily life a little easier. While the longevity of these relationships may remain uncertain, young people now bring greater experience and sharper preferences to confidently choose who and what is truly worthy of their attention.