TODAY’S
GLOBAL
YOUTH
A SPONSORSHIP OPPORTUNITY
A comprehensive 20-country study on today’s youth—in all their dimensions
A NextWave Initiative
TODAY’S
GLOBAL
YOUTH
A SPONSORSHIP OPPORTUNITY
A comprehensive 20-country study on today’s youth—in all their dimensions
A NextWave Initiative
TODAY’S
GLOBAL
YOUTH
A SPONSORSHIP OPPORTUNITY
A comprehensive 20-country study on today’s youth—in all their dimensions
A NextWave Initiative
1/4 of the
world today
is between
18 and 34.
1/4 of the
world today
is between
18 and 34.
1/4 of the
world today
is between
18 and 34.
The dust has settled on the tumult of the early 2020s. What it means to be young has changed. New aspirations, habits, and preferences are solidifying. The time is now to capture the most important generational shifts shaping our future.
Young people entered work in a new era of leveraged technology, increased autonomy, and hybrid interaction. This generation is challenging institutions to think differently on the norms and purpose of work.
The issues that keep this generation up at night – climate change, disinformation, job opportunities – are inherently global. Good and bad, connectivity is a cornerstone of today’s youth.
Digital nativity and social media’s role in education, love, and life are taken for granted. Now, the new era of AI has just begun to show how it will shape this generation’s future.
The dust has settled on the tumult of the early 2020s. What it means to be young has changed. New aspirations, habits, and preferences are solidifying. The time is now to capture the most important generational shifts shaping our future.
Young people entered work in a new era of leveraged technology, increased autonomy, and hybrid interaction. This generation is challenging institutions to think differently on the norms and purpose of work.
The issues that keep this generation up at night – climate change, disinformation, job opportunities – are inherently global. Good and bad, connectivity is a cornerstone of today’s youth.
Digital nativity and social media’s role in education, love, and life are taken for granted. Now, the new era of AI has just begun to show how it will shape this generation’s future.
As these 2B people age, they are shifting from influencing → to leading
the trends and norms of the economy and workplace, the cultural and creative, and the civic and political.
As these 2B people age, they are shifting from influencing → to leading
the trends and norms of the economy and workplace, the cultural and creative, and the civic and political.
Despite their importance, however, they remain a mystery.
Studies to date have fallen short in five significant ways.
PEOPLE
Existing studies are biased to the wealthiest English speakers in countries that have historically led both economically and politically.
BIASED DATA
Data collected prior to 2020 and from 2020-2022 are outdated. The sets show bias due to the impact of a historic bull market and the global pandemic, respectively.
SILOED INQUIRY
No studies have looked at the “whole person,” instead focusing on narrow slices of their total experience.
CONTEXTUAL RIGOR
Studies have lacked the participation of historians—leading to sensationalized “hot takes” that neglect to interrogate how our shared past shapes our present and future.
COMMUNITY SPACES
Existing studies have failed to spend time with this generation where they are in more niche, walled “digital campfires.”
Despite their importance, however, they remain a mystery.
Studies to date have fallen short in five significant ways.
PEOPLE
Existing studies are biased to the wealthiest English speakers in countries that have historically led both economically and politically.
BIASED DATA
Data collected prior to 2020 and from 2020-2022 are outdated. The sets show bias due to the impact of a historic bull market and the global pandemic, respectively.
SILOED INQUIRY
No studies have looked at the “whole person,” instead focusing on narrow slices of their total experience.
CONTEXTUAL RIGOR
Studies have lacked the participation of historians—leading to sensationalized “hot takes” that neglect to interrogate how our shared past shapes our present and future.
COMMUNITY SPACES
Existing studies have failed to spend time with this generation where they are in more niche, walled “digital campfires.”
A fresh, comprehensive, and truly representative study is needed.
A fresh, comprehensive, and truly representative study is needed.
TODAY’S GLOBAL YOUTH
is a 20-country study that will investigate and uncover new insights into the beliefs, priorities, tastes, and expectations of today’s youth.
TODAY’S GLOBAL YOUTH
is a 20-country study that will investigate and uncover new insights into the beliefs, priorities, tastes, and expectations of today’s youth.
The study will deliver:
Data +
Information
A global insights report and individual country reports highlighting key findings from each country, situating them among their global peers.
Attention + Engagement
A global media campaign to lead the conversation on youth in the most important markets covering broadcast, print, and social.
A Nuanced Perspective
A robust, “whole person” understanding of what it means to be young today—freed from the silos of existing studies.
The study will deliver:
Data +
Information
A global insights report and individual country reports highlighting key findings from each country, situating them among their global peers.
Attention + Engagement
A global media campaign to lead the conversation on youth in the most important markets covering broadcast, print, and social.
A Nuanced Perspective
A robust, “whole person” understanding of what it means to be young today—freed from the silos of existing studies.
The study by the numbers:
20 countries
Representing 3/4 of global GDP and a mix of developing, developed, youth-driven, aging, and current + emerging world powers.
Bangladesh
Brazil
China
Egypt
Germany
India
Indonesia
Italy
Japan
Kenya
Mexico
Nigeria
Saudi Arabia
South Africa
South Korea
Sweden
Turkey
UK
USA
Vietnam
20k participants
Representing 2/3 of the global youth population.
The study by the numbers:
20 countries
Representing 3/4 of global GDP and a mix of developing, developed, youth-driven, aging, and current + emerging world powers.
Bangladesh
Brazil
China
Egypt
Germany
India
Indonesia
Italy
Japan
Kenya
Mexico
Nigeria
Saudi Arabia
South Africa
South Korea
Sweden
Turkey
UK
USA
Vietnam
20k participants
Representing 2/3 of the global youth population.
Today’s Global Youth will explore 6 key elements of how this generation sees the world and their place in it.
IDENTITY
How they define and derive a sense of self—for themselves and vis-a-vis previous generations.
WORK +
OPPORTUNITY
How they define the role of education and work in their personal and professional trajectory.
WEALTH +
PRIORITIES
How they quantify and qualify “success,” and how they think about making trade-offs to achieve it.
FAMILY +
COMMUNITY
How, where, and among whom they find a sense of belonging.
GLOBAL
INFLUENCE +
TRUST
How they understand the importance and impact of other countries and their respective industries on their way of life.
FUTURE +
TECHNOLOGY
How they imagine their lives and world changing, and what they envision as the key drivers of that change.
Today’s Global Youth will explore 6 key elements of how this generation sees the world and their place in it.
IDENTITY
How they define and derive a sense of self—for themselves and vis-a-vis previous generations.
WORK + OPPORTUNITY
How they define the role of education and work in their personal and professional trajectory.
WEALTH + PRIORITIES
How they quantify and qualify “success,” and how they think about making trade-offs to achieve it.
FAMILY + COMMUNITY
How, where, and among whom they find a sense of belonging.
GLOBAL INFLUENCE + TRUST
How they understand the importance and impact of other countries and their respective industries on their way of life.
FUTURE + TECHNOLOGY
How they imagine their lives and world changing, and what they envision as the key drivers of that change.
Directional questions we will investigate in the Today’s Global Youth Study:
IDENTITY
- When does “youth” start and end in participants’ home countries? What key events define this life stage?
- Does this generation expect to be better off than their parents’ generation?
- What is the most important identity to participants? Age, gender, race, nationality, religion, family, sexuality, tribe, social status, etc.?
WORK +
OPPORTUNITY
- What is the most important factor in liking one’s job?
- How do they value stability versus opportunity? How appealing are government jobs, entrepreneurship, or working at public companies?
- What role does higher education play in life? How essential is it for the ideal career? Is its value increasing or decreasing?
WEALTH +
PRIORITIES
- How does this generation define a successful life? Do they measure quality of life by wealth, leisure time, personal growth, or quality of relationships?
- How are money, relationships, family, faith, community, and work prioritized?
FAMILY +
COMMUNITY
- Does this generation want children? Why or why not?
- Do they expect to find a significant other online or offline?
- Where does this generation create community?Schools, religious centers, workplaces, institutions, bars, friends, family, and beyond?
GLOBAL
INFLUENCE+
TRUST
- Which countries are most influential in creating global trends? Which countries define “cool” today? Do they expect brands to become involved in politics?
- Who does this generation trust? Brands, global financial institutions, and governments? What features lead to high trust?
FUTURE +
TECHNOLOGY
- What role does technology play in participants’ lives? How do they foresee that role changing in 20 years?
- What is their primary resource for information online?
- Are they frightened or hopeful about the future?
- Which global issues are they most concerned by?
Featured questions are only representative of topics to be explored in the study.
Directional questions we will investigate in the Today’s Global Youth Study:
IDENTITY
- When does “youth” start and end in participants’ home countries? What key events define this life stage?
- Does this generation expect to be better off than their parents’ generation?
- What is the most important identity to participants? Age, gender, race, nationality, religion, family, sexuality, tribe, social status, etc.?
WORK + OPPORTUNITY
- What is the most important factor in liking one’s job?
- How do they value stability versus opportunity? How appealing are government jobs, entrepreneurship, or working at public companies?
- What role does higher education play in life? How essential is it for the ideal career? Is its value increasing or decreasing?
WEALTH + PRIORITIES
- How does this generation define a successful life? Do they measure quality of life by wealth, leisure time, personal growth, or quality of relationships?
- How are money, relationships, family, faith, community, and work prioritized?
FAMILY + COMMUNITY
- Does this generation want children? Why or why not?
- Do they expect to find a significant other online or offline?
- Where does this generation create community?Schools, religious centers, workplaces, institutions, bars, friends, family, and beyond?
GLOBAL INFLUENCE + TRUST
- Which countries are most influential in creating global trends? Which countries define “cool” today? Do they expect brands to become involved in politics?
- Who does this generation trust? Brands, global financial institutions, and governments? What features lead to high trust?
FUTURE + TECHNOLOGY
- What role does technology play in participants’ lives? How do they foresee that role changing in 20 years?
- What is their primary resource for information online?
- Are they frightened or hopeful about the future?
- Which global issues are they most concerned by?
Featured questions are only representative of topics to be explored in the study.
Today’s Global Youth is led by a uniquely qualified leadership team unified by our desire to investigate what animates the actions and behaviors of today’s global youth and interrogate what it means for our collective future.
ZAK DYCHTWALD
Shanghai, China
Zak Dychtwald is an expert on comparative generational studies, focusing on the US & China. He is the author of Young China (St. Martin’s Press), and founder of NextWave Generational Insights and Young China Group. A contributor to Harvard Business Review, Zak has been invited to share insights on six continents.
KIM LEAR
Minneapolis, MN
Kim Lear is a writer, researcher, and founder of Inlay Insights. One of the foremost experts on generations in the US, Kim is known for skillfully weaving eye-opening statistics, insightful stories, and relevant case studies to make presentations come alive. Her collaboration has been sought out by 98 of the Fortune 100.
VIVAN MARWAHA
San Francisco, CA + Mumbai, India
Vivan Marwaha is the author of What Millennials Want (Penguin Viking), a book on the economic aspirations, social views, and political attitudes of Indian millennials. A millennial himself, Vivan has written for the Washington Post, New Statesman, and others. In 2022, he was named to Forbes Asia’s 30 Under 30 list.
DR. ELIZA FILBY
London, England
Dr Eliza Filby is a leading European generations expert and historian of contemporary values. She is the visiting lecturer at King’s College London, winner of the Europa Millennial Leaders Award 2021, and has worked with companies from McKinsey to McDonalds on understanding generations.
Today’s Global Youth is led by a uniquely qualified leadership team unified by our desire to investigate what animates the actions and behaviors of today’s global youth and interrogate what it means for our collective future.
ZAK DYCHTWALD
Shanghai, China
Zak Dychtwald is an expert on comparative generational studies, focusing on the US & China. He is the author of Young China (St. Martin’s Press), and founder of NextWave Generational Insights and Young China Group. A contributor to Harvard Business Review, Zak has been invited to share insights on six continents.
KIM LEAR
Minneapolis, MN
Kim Lear is a writer, researcher, and founder of Inlay Insights. One of the foremost experts on generations in the US, Kim is known for skillfully weaving eye-opening statistics, insightful stories, and relevant case studies to make presentations come alive. Her collaboration has been sought out by 98 of the Fortune 100.
VIVAN MARWAHA
San Francisco, CA + Mumbai, India
Vivan Marwaha is the author of What Millennials Want (Penguin Viking), a book on the economic aspirations, social views, and political attitudes of Indian millennials. A millennial himself, Vivan has written for the Washington Post, New Statesman, and others. In 2022, he was named to Forbes Asia’s 30 Under 30 list.
DR. ELIZA FILBY
London, England
Dr Eliza Filby is a leading European generations expert and historian of contemporary values, She is the visiting lecturer at King’s College London, winner of the Europa Millennial Leaders Award 2021, and has worked with companies from McKinsey to McDonalds on understanding generations.
The study’s leadership team will be supported by a group of advisors—each with hyper relevant expertise and firsthand market-specific experience.
VISHAKHA DESAI
Chair of the Committee on Global Thought, Columbia University
President Emeritus of Asia Society
JOSEPH CHAMIE
Director of Research, Center for Migration Studies
World-leading demographer, Director Emeritus of the United Nations Population Division
DAVID KRANE
Senior Consultant, The Harris Poll
40-year market research veteran who pioneered the “newsmaker study”
JEFF MELANSON
Strategic Partner, Unity Technologies
Owner, entrepreneur and advisor with extensive global experience in strategy and innovation across regions and sectors.
The study’s leadership team will be supported by a group of advisors—each with hyper relevant expertise and firsthand market-specific experience.
VISHAKHA DESAI
Chair of the Committee on Global Thought, Columbia University
President Emeritus of Asia Society
JOSEPH CHAMIE
Director of Research, Center for Migration Studies
World-leading demographer, Director Emeritus of the United Nations Population Division
DAVID KRANE
Senior Consultant, The Harris Poll
40-year market research veteran who pioneered the “newsmaker study”
JEFF MELANSON
Strategic Partner, Unity Technologies
Owner, entrepreneur and advisor with extensive global experience in strategy and innovation across regions and sectors.
In addition, subject matter experts will provide access to knowledge and local networks, as well as offer diverse perspectives in thorough analysis of the study’s findings.
AMANDA CUA
Founder, Backscoop Venture Capital SEA
Manila, Philippines
ANESU MALISA
Head of Gen Z Innovation Lab, Samsung
Johannesburg, SA
ANURADHA DAS MATHUR
Founder & Dean, Vedica Scholars Program
Delhi, India
ALEJANDRO URIBE
Founder, Exile Studios
LatAm Content Expert
Mexico City, Mexico
DIOGO GARCIA CORREIA
Head of Emerging Giants
Innovation Expert, KPMG
São Paulo, Brazil
JENK OZ
Founder, Thred Media
Gen Z Media Activist
London, England
DR. KEYU JIN
Author, Professor of Economics,
Oxford Uni
London, UK & Beijing, China
MAI SALAMA
Head of Talent, World Youth Forum
Cairo, Egypt
PAUL MOORLAND
Demographer, Author of
Tomorrow’s People
London, England
DR. RICHARD CARMONA
17th Surgeon General of US,
Professor at U of Arizona
Arizona, United States
TONY WANG
Global Youth Fashion/Trend Expert
Berlin, Germany
YOONJIN HA
Lead Tri-Lingual Actor,
Apple TV’s Pachinko
Seoul, South Korea
In addition, subject matter experts will provide access to knowledge and local networks, as well as offer diverse perspectives in thorough analysis of the study’s findings.
AMANDA CUA
Founder, Backscoop Venture Capital SEA
Manila, Philippines
ANESU MALISA
Head of Gen Z Innovation Lab, Samsung
Johannesburg, SA
ANURADHA DAS MATHUR
Founder & Dean, Vedica Scholars Program
Delhi, India
ALEJANDRO URIBE
Founder, Exile Studios
LatAm Content Expert
Mexico City, Mexico
DIOGO GARCIA CORREIA
Head of Emerging Giants
Innovation Expert, KPMG
São Paulo, Brazil
JENK OZ
Founder, Thred Media
Gen Z Media Activist
London, England
DR. KEYU JIN
Author, Professor of Economics, Oxford Uni
London, UK & Beijing, China
MAI SALAMA
Head of Talent, World Youth Forum
Cairo, Egypt
PAUL MOORLAND
Demographer, Author of Tomorrow’s People
London, England
DR. RICHARD CARMONA
17th Surgeon General of US,
Professor at U of Arizona
Arizona, United States
TONY WANG
Global Youth Fashion/Trend Expert
Berlin, Germany
YOONJIN HA
Lead Tri-Lingual Actor, Apple TV’s Pachinko
Seoul, South Korea
And finally, our work will be bolstered by best-in-class partners in survey design and deployment, along with PR and media relations to ensure maximum uptake of the study’s findings.
GLOBAL SURVEYING COMPANY
Founded in 1956, The Harris Poll is one of the longest-running surveys in the US tracking public opinion, motivations, and social sentiments. Each year, they poll millions of people on the trends shaping our modern world.
GLOBAL PR AGENCY
We are still vetting potential PR partners for our study and will have them fully onboard prior to the study’s launch.
And finally, our work will be bolstered by best-in-class partners in survey design and deployment, along with PR and media relations to ensure maximum uptake of the study’s findings.
GLOBAL SURVEYING COMPANY
Founded in 1956, The Harris Poll is one of the longest-running surveys in the US tracking public opinion, motivations, and social sentiments. Each year, they poll millions of people on the trends shaping our modern world.
GLOBAL PR AGENCY
We are still vetting potential PR partners for our study and will have them fully onboard prior to the study’s launch.
We are looking for landmark sponsors to support Today’s Global Youth.
Get your company in front of this emerging generation of leaders, consumers, workers, and citizens—regionally and globally.
NextWave
- Subject-matter expertise (generational, analytical, and trend identification)
- Global network of advisors + experts
- In-demand, international spokespeople
- Proven research and PR acumen
+
Sponsors
- Industry leaders with a desire to maintain + grow their market position and cultural relevance
- Challenger brands + organizations with an ambition and need to scale
- Curious companies seeking to learn more about youth concerns and desires
=
Impact
- Transformational understanding of today’s youth
We are looking for landmark sponsors to support Today’s Global Youth.
Get your company in front of this emerging generation of leaders, consumers, workers, and citizens—regionally and globally.
NextWave
- Subject-matter expertise (generational, analytical, and trend identification)
- Global network of advisors + experts
- In-demand, international spokespeople
- Proven research and PR acumen
+
Sponsors
- Industry leaders with a desire to maintain + grow their market position and cultural relevance
- Challenger brands + organizations with an ambition and need to scale
- Curious companies seeking to learn more about youth concerns and desires
=
Impact
- Transformational understanding of today’s youth
We offer three levels of sponsorship.
Sponsorship Benefits
Bronze
Silver
Gold
Organization Logo in Reports, Website, and Study Collateral
Sponsor Summit to Reveal, Discuss Full Results
2 Attendees
5 Attendees
10 Attendees
(may include clients)
Quarterly Progress Calls
Sponsor Video
Live Keynote Speech and Q&A With Leadership Team Member
Virtual
Industry Exclusivity
Content Input Advisory Meeting
Exclusive Data Portal Access
Live Keynote Speech and Q&A With Study’s Leadership Team
Bespoke Insights and Applications Report for Your Organization Based on Study’s Findings
Advisory Board Seat
Custom Half-Day Summit for Organization With Study’s Leadership Team
We offer three levels of sponsorship.
Bronze
Sponsorship Benefits
Silver
Sponsorship Benefits
Gold
Sponsorship Benefits
Contact us to learn more and discuss a tailored sponsorship package for your organization.
Contact us to learn more and discuss a tailored sponsorship package for your organization.
NextWave was founded by Zak Dychtwald to think expansively about global generations.
We provide:
Deep expertise in comparative youth demographic studies in the world’s largest markets, with extensive experience in the youth demographics of the largest economies: the US, China, South Asia, and Europe.
Trusted thought leadership on youth matters, speaking on six continents on the topic, writing on comparative youth demographics for Harvard Business Review, sharing insights at Aspen Ideas Festival, WSJ CEO Council Summit, Cannes Lions, and more.
An extensive network of youth experts in global markets. With the diversity of nations to be surveyed, the strength of the analysis will rely on our expert network in Asia, Africa, Europe, and South America, as well as our alignment with North American organizations such as the Columbia Center for Global Thought.
An entrepreneurial spirit that enables us to work nimbly and think diagonally for the benefit of organizations both large and small.
THANK
YOU
next-wave.io
@nextwaveglobal
partners@next-wave.io
THANK
YOU
next-wave.io
@nextwaveglobal
partners@next-wave.io