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 across the 2 days.
We take a look at the core themes from the Pion report with wider takeaways from the conference, including sessions hosted by The Student Room, Digin, SMRS, and brand case studies from across the marketing spectrum.
Why Gen Zalpha Matters
The Pion report introduced a fresh cohort called Gen Zalpha – a fusion 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.
- 99% have access to digital media
- 52% of Gen Alpha already show brand preferences
- On track to become the most powerful consumer group by 2034
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.
Here are our key takeaways:
- Gen Zalpha is reshaping consumption
They don’t just buy, they browse, remix, share and influence simultaneously. With 88% of Gen Z purchasing through social media and Gen Alpha already showing clear brand preferences by age 13, the line between audience and influencer has blurred. Effective campaigns reflect who they are, not just where they are.
- The Offline Gap: Social delays & virtual comfort zones
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. Gaming platforms like Roblox and Fortnite are now key social spaces – not just play zones.
- The “F*ck It” Economy: Coping through consumption
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 appealing most.
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. The rise of SkinnyTok and weight-loss drug content highlights growing pressure around body image. Gen Z is seeking honesty over idealism, particularly in the realms of wellness, beauty, and fashion.
- The Gender Divide: Ideological & platform-based polarisation
Gen Z is splitting ideologically, with young women leaning left and progressive and young men drawn to masculinity-first spaces and right. Platforms like Discord, Reddit, and X often foster more traditional or oppositional views, whereas TikTok and Instagram tend to be more expressive and inclusive. For brands, platform equals persona, and tone is everything. Humour works, but only when it’s on point.
- Winning Brand Strategies in 2025: 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.
@currys
@currys Water you waiting for, shop our epic deals now 💦 #bankholiday #deals #tech #prank #comedy #fyp
Insights for Higher Education Brands
The education sector featured heavily at YMS, particularly in sessions hosted by The Student Room, SMRS and others. Key takeaways included:
- Authenticity is difficult in a saturated space – but vital.
- Students trust other students above official messaging.
- During Open Days, they often don’t get answers about social life, finance, or mental health.
- Filming “behind the scenes” or student-created content builds trust and relatability.
- Universities are now investing in micro-influencers and student ambassadors to reflect real-life experiences, both on campus and in the surrounding city/town.
SMRS research involving 7,000+ students highlighted:
- Parents remain key decision-makers, especially for UG/PG audiences.
- Location and cost are still the top considerations.
- Over a third are unaware of financial aid availability.
Where Students Search First.
Insights shared by The Student Room at YMS revealed that 47 percent of students now use TikTok as a search engine, with Instagram rising fast 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.
Insights shared by Digin.
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. As one speaker put it, universities may be the last place not yet fully shaped by the algorithm – they’re still shaped by real people, emotions and conversations.
What should brands be doing right now?
Whether you’re a university, lifestyle label or consumer brand the message is simple: if you’re not culturally fluent and emotionally aware, you’re already behind. Know your place in the trend, not just the trend itself. Create short-form content with purpose. Let students and peers lead the conversation. Be human, not perfect. Speak differently on different platforms. Talk openly about cost, support and experience. And remember, parents still influence the decisions that matter.
Forget chasing impressions. Make an impression!
Let’s talk strategy. Get in touch: kim.mclellan@hunterlodge.co.uk
