1/ Reasons to live

“If people remember me in my authentic humanity and as someone who tried their best to love other people and see everyone as having inherent dignity, I’ll be happy with that. In spite of all the ways I struggled and failed, I was loved and loved others, that would feel like the ideal way to be remembered.”

- 21 to 25, Canada

“I don’t care how people remember me. When I am dead, the narrative will be out of my control. All I can do is live my life the way I want to and be authentic to my art, and maybe people will see something worth remembering in that.”

- 16 to 20, USA

Authenticity

No matter how young, there is constant and available access to online platforms. Digital culture has become fixed in self-representation. A person is remembered by their digital profile. As a reflection of digital profiles, a new definition has developed in what is considered to be a ‘good’ person. As a whole, it became a principle of authenticity; of being authentic. Being remembered as your authentic self is a memory of deeper connections: to be trustworthy, unprejudiced, kind, and selfless. This theme being ‘real’ is consistent in responses to other questions.

Certainty of the self

“Not caring” about the representation of oneself is a recent and common mindset. A more accurate translation of this is having trust in oneself. There is trust in what is needed and the decisions made – a certain confidence over choices made. In consultations with the self, there is no desire to prove accomplishments or worthiness to anyone else. Only a personal understanding of true satisfaction and happiness: “this is the best for me in this very moment”. This mindset has been developed as a part of the emphasised action of self-care, particularly in mental and physical health. While one can be very connected with their own needs, this does not take away the consideration and empathy to the decisions of other people.

Asia

In Asia, there is a willingness to be high achieving in respective industries. Asian culture is deeply rooted in collectivism. There is a priority to support the group before individuals. By extension, there is a particular focus in responses on helpfulness and being optimistic to others. This includes “providing employment to thousands.”

Europe

In Europe, an alternative to confronting the future and progressive challenges is living day-to-day. Enjoying the present and not concerning oneself with things that haven’t happened yet is not an uncommon practice. It is a method to tackle problems through everyday action. This routine develops a mindset into a lifestyle.

South America

South America is culturally rich in the act of storytelling. It has a consistent element in imagination and creativity, and thus not a surprise when there is an emphasis on being remembered as someone with artistic qualities. From entertaining to informative, it becomes a method to explore the future – through film, music, art, and writing.

Beth Garrabrant

Beth Garrabrant is a photographer based in Texas who documents childhood, girlhood, and community. Drawing from her hometown, there are references to midwestern and suburban culture. See more here

Rocks

Movie about a teenage girl who finds herself struggling to take care of herself and her younger brother and the support she has from her group of friends. See the trailer here

Euphoria

The teen drama television series follows the experiences of high school students – with drugs, love, sex, and trauma. It uses fashion and makeup as a method of exploring character identities and defined an inspiration for a new style. See more here

2/ The future

“Not being able to find a job, failing to get into my university of choice, having children.”

- 10 to 15, Bulgaria

“What if I spend too much time overthinking that I miss the joys of life?”

- 10 to 15, USA

“Global warming, mental state of people, overall hatred.”

- 10 to 15, Singapore

Unstable future

The instability of finances and the job market are ever more prevalent as a result of Covid-19. The current struggle for developing financial independence becomes a monumental feat. It is difficult to construct the very concept of ‘home’, let alone the tiny possibility of owning a house. There is a fixed thought of whether one can even afford to survive for the next month. This leads to a form of dissociation, an inability to connect truly with local surroundings. An idea of ‘home’ is essential to feel at ease; to mentally and physically recover from everyday troubles.

A universal concern

Climate change is a commonly addressed and global issue. It is continuously passed down generations as a responsibility to bear and at this moment in time, the limit has been reached. Contemporary attitudes have changed, there is no choice but to tackle climate change now, and the charge is being led by adolescence. There is compelling optimism to improve the state of the planet. With the combination of technology and a newfound integration for creative fields, cutting-edge techniques are developed. Sustainable materials, renewable energy, and species preservation are not unfamiliar to the youths of today. This was particularly identified amongst the respondents in Oceania. 

Global

The growing influence from China is on the minds of those around the world. There is an awareness over a struggle for economic power in industry and resources. China’s online shopping industry has become unavoidable to contribute to, and extremely effective, it is de facto.

Scandinavia

The accessibility for education and employment in Scandinavia is becoming challenged. Citizens are concerned about the higher requirements for entry-level. This is a fraction of global concern. The values of older generations are afflicting future values. There is a clear weight on work experience over certified education. A degree is an expectation, but not as crucial as years of work, even at entry-level.

North America

With businesses in control, in North America, it becomes difficult when individuals want to change but have no power to do so. There is a desire for these corporations to help collaborate with individuals and creatives to give them a platform. The support of multidisciplinary collaboration is a future of success and change.

Johno Mellish

Mellish’s photography contains surreal narratives. The concept of ‘home’ is unstable, and becomes difficult to attach to surroundings. See more here

Wilson Oryema

Wilson Oryema is a multidisciplinary artist and writer, his book, Wait, is a collection of short stories and poems concerning modern day consumption in all its forms. He is the co-founder of Regenerative Futures is a Gen Z-designed model for a world built upon the principles of equity, fluidity, and sustainability. See more here

Instagram as digital activism

Students have taken up the charge online. With accessibility to image and text, as well as being easy to share to others, Instagram becomes an ideal platform for delivering punchy statements.

3/ Calming Down

“Taking a long walk while chatting on the phone, without thinking about the time and place.”

- 21 to 25, India

“Doing things that make me feel like I have a purpose and give myself self-worth, like helping my parents or cleaning.”

- 16 to 20, Germany

“Video games, anime or cartoons, anything that has a story to take me into and give me hope.”

- 16 to 20, Russia

Productive hobbies

To tackle the numerous troubles of today’s society, it is expected to integrate impactful actions into everyday life. Even the smallest ways can be effective. As a result, productive yet enjoyable hobbies are common practice. Creative outlets have notably been a contemporary method of personal therapy and communication. Producing art, music, crafts, baking, and writing were all named in the answers of our respondents. Completing small goals for oneself brings a sense of purpose to life. Creating something to be happy about is the confidence boost that is sought out by most. The combination is not only to help oneself but also to communicate and support others that share the same hobby. 

Healthy distractions

Another response to these troubles is to distract. Video games, Netflix, reading, sports, breathing and meditation techniques were all mentioned as methods to relax. These methods of distraction can be appointed as taking care of one’s health. The importance of ‘taking a break’ and being aware of one’s mental and physical health is heavily stressed with Generation Z. It is considerably integrated into daily life. Additionally, many of these activities are social or have an online community that shares a bond. This constructs a support group, with comments and likes to approve or give advice, and thus accept oneself. These methods of calming down build a network around the world – from individuals to a bonded entity. 

Asia

In Asia, chess became a global phenomenon that spiked during the lockdown and continues today. It was suddenly transformed from being viewed as elitist to a hobby shared among many. The online exposure from competitions against streamers and YouTubers, The Queen’s Gambit series, and guidance from masters of chess allowed it to become so widely accepted.

United Kingdom

In the UK, one of the main concerns that citizens had was loneliness. Many found it difficult to reach out to others for help or find a long-term partner. As a response, writing and journaling have been consistently mentioned as an activity to help calm down and assist one’s emotions. Producing something for others to read and experience is also a way of venting, or the potential to create a masterpiece – a possible story that is also shared in the eyes of others.

Global

During the lockdown, Gen Z has started to support themselves and others financially through what they enjoy. Combining the leftovers of hustle culture and ‘doing what you love’ has created a diversion in small businesses mindset. Creative fields are particularly benefiting from this. Desirable items are handmade and have a personal artistic touch. Anyone can determine their own prices. TikToks that peek into the process of craftsmanship and packaging are consistently popular.

Gem Hale/ Prioritising self-healing

Hale’s photography expresses the everyday experience. Gen Z have had a priority of self-healing, and taking breaks to be in touch with oneself. See more here

TikTok/ Safe space

Queer TikTok is a tool for LGBTQ+ education and self-discovery helping to reclaim the queer experience online. Creators are pushing boundaries to build a diverse corner of the internet that centres around pride, education and support.

Hamwe festival

The festival in Rwanda showcases the contributions of creative industries (arts, dance, music) to the field of health. The recent theme was social justice and mental health. See more here

4/ Identity

“I present myself as an open book so no one feels the need to dig further.”

 -16 to 20, Ghana

“I hate that public and private have to be separate people, but  I value consistency the most”

-21 to 25, Argentina

“I like Forsen because he’s a normal guy. If I feel down, I know I can watch his stream and spam emotes in his chat.”

- 16 to 20, Germany

True self

To apply the concept of being a ‘good’ person, it is common nowadays to be authentic. Being true to oneself towards others displays honesty. This quality is welcomed and appreciated, and an indication of a broader understanding of one’s character. With the assistance of online services, it has become easier to identify who one can bond and develop a connection with. Presenting opinions and a ‘no filter’ version of yourself to the depths of public judgment is not unusual. This everyday interaction is naturally integrated into social etiquette and another look into the mechanisms of developing social circles.

Trust in public figures

Young people’s choices in watching YouTubers and live streamers are an extension of friendship and public approval. Content made by these streamers and YouTubers is a showcase of their character. Viewers will consistently watch someone they admire, even if it is unreciprocated. This is particularly strong within live streaming, a presentation of the creator’s lifestyle. A number of respondents appreciated creators that did not ‘hype up’ the content, strongly preferring if they were ‘normal’ and ‘genuine’. Being ‘normal’ online also contributes to the bond developed between viewer and creator, this relatability is appealing. This includes the reception from other members of the community, sharing comments, emotes, and developing inside jokes amongst one another. Generation Z grew up alongside their admired creators. Comfort is found here and choices are made based on guidance. This can even be as significant as choosing an occupation. The creators are an important figure of advice and inspiration.

United Kingdom

With an individualistic perspective and a cityscape environment, it can be difficult to connect with strangers – even on a casual basis for a chat. Citizens describe themselves as reserved and anonymous in public, but ‘normal’ in private or with friends. It is common to revert as a listener and to keep to oneself. With this stream of consciousness, there is constant self-reflection. From a wider perspective, this can also explain why many youths are in tune with one’s needs and desires.

United States

On the other side of the spectrum, there is a number of those who make themselves appear more confident or cheerful in public. This is mostly used to appear as a positive force for others. During lockdown and the age of withdrawal, this opposing movement sparks a willingness to help and to bring others up. This can also appear online, where people create forums or posts with links to outlets for others to seek help and relax.

Global

Apart from the relatability, humour was also mentioned as a significant part of what attracts viewers to these public figures. These admired figures also brought connections and memories to the viewer’s family members or friends. This enforces the community as a ‘family’, defined by stylistic choices, attitudes, and niche humour. This is visible around the globe.

Qianhui Yu/ Exploring her digital avatar

Qianhui Yu is an illustrator and animator. In her project ‘2020 Her digital Avatar’, Yu explores self-identity and its changes from external influences. See more here

Rachel Maksy 

Maksy is a Youtuber that is into vintage fashion subculture. She engages with her fans earnestly and is easily approachable to newer audiences. Watch here

Twitch and livestreaming

A large part of the appeal of livestreamers is the chat. Streamers have their own emotes and jargon that fans can react to or use or to be a part of the community.

5/ Music

“My Chemical Romance are the first band I discovered that really shaped my identity. They inspired me to become a musician.” 

- 21 to 25, USA

“Benee’s lyrics are incredibly impactful and effective at conveying universal emotional struggles and challenges central to the human condition.”

- 16 to 20, Australia

“Odesza’s concert was magical, like a dream. Their music just makes me feel at peace with the world.”

- 16 to 20, USA

Lyrics that resonate

Despite the variety of genres, lyrics were mentioned as a key reason why respondents supported and felt emotionally connected with the artist. Lyrics are not only an artist’s understanding of the world and change around them but also an emotional projection for the world to hear. This ‘confession’ resonates with the audience. Thanks to the growing support and understanding of the public, the LGBT+ community also has their outlet of expression. Mentioned particularly in North American regions, Mother Mother and girl in red have lyrics that strongly align with the LGBT+ experience. In Mother Mother’s Verbatim, lyrics challenge the normative stereotypes of gender and sexuality. This is a case where thousands of people can come together, in a concert, to be allowed a night with no judgment.

Raw and vulnerable

Girl in red grew in popularity for her LGBT+ alliance and her appeal to the everyday crowd through her homemade bedroom pop songs. This approachability for the audience makes her more believable as a person, to be vulnerable. Mitski is a Japanese-American that addresses the struggles of feeling out of place in both cultures, a common struggle in America for children of immigrants. The persuasiveness of being ‘raw’ adds to the character of authenticity. When others can relate to the lyrics, there builds an atmosphere of family and another form of guidance. The music can truly invite others to contribute to change as a person and to become more confident. Due to apps like TikTok, the accessibility of music has become so widespread and easy to share across platforms. Music has become so integrated within pop culture and a tactic to lead social movements.

India

Most participants mentioned their appreciation and admiration for local artists in India. These artists also sang in their respective language. It was unlikely for those in other regions to prefer artists who sang in their languages, the main language of music being English. The Indian artists mentioned were also producing music for Bollywood films. Considering the localisation and poignancy of Bollywood, it is no surprise that there is support for these artists.

Asia

The globalisation of music opened the industry as a possibility and confidence as a career. The Asian music industry has become an investment in tourism and attracts many overseas fans. Unfortunately, it is still being treated as a separate industry, and only recently has it been able to seep into global award shows – namely, the Korean boy-band BTS. The recognition for the creative market in Asia towards the Western world will continue to progress in the future.

Global

What started as a joke, has now turned into another subculture of YouTube. Creators have started to enter the music industry, professionally writing and recording their own songs. This is particularly prevalent with British creators, such as KSI and Wilbur Soot. Directing diss tracks from one creator to another was an insight into popularity, creating drama for more views. These were mostly parodies, but creators have begun to branch out to a more serious field, and albums released have hit billboard records.

My Chemical Romance

The influential band of the early-mid 2000s were a part of growing up for many teens at the time. The songs were an outlet to speak about romance, fear, trauma, and survival. Listen here

Mitski

The Japanese-American singer expresses her emotional difficulties and distance to her cultural identities. This is relatable for many children of immigrants. Listen here

Girl in Red

Marie Ulven, based in Norway, has songs that surround LGBT+ identity and love. Creating homemade music videos and songs, she becomes a relatable figure. Listen here

6/ Gaming

“Minecraft is a piece of the childhood everyone my age. Undertale made me question morality seriously for the first time.”

- 16 to 20, Brazil

“Visual novels let me escape to a different world. I don’t meet people in real life anymore, so it is sort of my only way to relate to stories and personalities.”

 - 21 to 25, Indonesia

“The first “Last of Us game” made me excited to be a father one day. The second game genuinely made me a more forgiving person.”

- 16 to 20, Australia

Nostalgia

Favourite games that were pointed towards were for a reason of nostalgia. These games connected to a certain moment in life (usually childhood) where there were no problems or worries. Playing with friends was also part of this nostalgia. This is also a pivotal time where taste is developed: in future career choices or music listened to. The morals taught in games while one was growing up also contributed to these personal decisions. Recently, Minecraft had a spike from old players revisiting the game out of nostalgia. Popular YouTubers who also played Minecraft in the earlier days of its conception made videos and received praise from older audiences. Minecraft has easily understandable controls, which is approachable for newer players and veterans.

Another World

Open world and sandbox games (Breath of the Wild, Minecraft, GTA) have often been the fascination of games in recent years. The idea of an immersive, completely explorative environment to absorb oneself into is attractive and invites curiosity about the in-game world. For example, in The Sims, one can create a virtual avatar, build their own house, and choose from a number of jobs. In these genres, there is an extensive capability for creative freedom, and to build a life that they might not be able to achieve in real life. Another significant feature is the focus on a story. Regardless of contrasting themes and genres, games with a strong storyline were favoured. Story-focused games, for instance, The Last of Us series, has a compelling impact on the player’s way of thinking, and how they treat others. When numerous people can effectively become attached to the characters and discuss the story for years, it speaks to the power of video games as a convincing medium.

Europe

In Europe, fantasy role-playing games were mentioned as a favourite, for instance, Final Fantasy, the Dark Souls series, and Skyrim. Many of these games’ stylistic features (weapons, outfits, and the design of the world) can be referenced back to Western Medieval fantasy. There is an interesting correlation of viewing these games as a reflection, or another world, of the one that is lived in real life. There is a sense of familiarity, but enough difference to escape from.

North America

Due to the popularity of e-Sports competitions and the professional players own streams, multiplayer arena-type games have garnered massive interest and non-stop ability to replay. These include Counter-Strike, League of Legends, Valorant. and Rocket League. These competitions are also held consistently within the US, naturally bringing more audiences to watch and support their local teams.

Global

Favourite games that were mentioned were primarily part of the PC and console market. The mobile market has not yet been able to make the impact on players that they were hoping for. Most players intend to sit and enjoy a game for a lengthy amount of time, a full, immersive escape into the digital world. The potential is there for cross-platform collaboration, as seen in Genshin Impact. Players across PC, mobile, and console can play together in Genshin Impact. The controls are also similar across platforms, allowing the preference to the player to choose what platform they prefer.

Minecraft/ Different biomes, regions

Nostalgia is a large part of the attraction to Minecraft. With easy to understand controls, it is approachable for older and newer audiences. See more here

The Last of Us 2

The game is an action-adventure game surrounding the relationship of a girl and a father-like figure. The second game is a story of revenge, but teaches the players about forgiveness. The reception of the second game was highly polarised, and demonstrates the intense attachment players have to characters. See more here

Legend of Zelda/ Breath of the Wild

Breath of the Wild has an extremely expansive world that offers the player endless exploration. The storyline is not defined, so players have the option to skip areas or bosses in the world. See more here