The full 41-page publication, Trend Report: Cultural Revolution Among Gen Z, includes:

• Six major values trends identified across seven waves of Glocalities research in 20 countries between 2014 and 2022

• Rising open-mindedness, tolerance and gender-role flexibility, alongside the gradual decline of patriarchal and traditional values

• Growing pessimism, alienation and anxiety among young adults, including their leading concerns about harassment and abuse, human rights, climate change and mental health

• Differences between Gen Z and older generations, and between advanced and upcoming economies, including selected findings from Brazil, China and Russia

• A detailed profile of young adults in upcoming economies, covering their values, aspirations, trust, priority issues and willingness to take action

• Insights into how to connect with Gen Z in upcoming economies through messages and actions that resonate with their priorities

• The growing importance of hedonism, spending, political interest and the search for meaning and quality of life, including brand authenticity, art, vitality, imagination and spirituality

• The methodology and research instruments behind Glocalities’ international trend research