Turning 18
Exploring what adulthood means for the first wave of Gen Zalpha.
Turning 18 is Livity’s latest original research and strategy piece, exploring what adulthood means for the first wave of Gen Zalpha as they come of age in 2025. Developed through Livity’s in-house youth expertise and our network of young collaborators, it captures how today’s 18-year-olds are rewriting the rules around identity, independence and belonging.
From wellbeing and work to politics and pop culture, it maps the hopes and contradictions shaping this milestone moment - and what it means for brands who want to stay relevant.
Grounded in our lived connection to youth culture through programmes like our In Future List and years of co-creation with emerging voices across the UK, Turning 18 shows how brands can move beyond talking to young people, and start building with them.
If you’re looking to future proof your brand for and with the next generation, get in touch!
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