The Helix Framework combines generational psychographics with market adoption, and delivers market benchmarks to measure performance, and to establish a business case.

Younger generations prefer digitally native businesses.

While they have grown with access to a mobile, and the ability to tackle the day using digital technologies, the world of work is a bit far off.

As they move from home, and take up housing, commute, and start living life on their own, these gaps become more acute.

The products that enhance productivity, improve quality of life, and help them navigate as an early career professional, tend to be valued very highly.

As young people navigate their lives from the ages of 16 to 30, a profound shift towards sustainability and climate consciousness shapes their preferences and decisions. This generation is significantly influenced by environmental challenges and the urgency for action, compelling them to prioritise eco-friendly products, ethical brands, and sustainable practices. Their educational journeys and social networks heighten awareness of climate change, driving them to advocate for policies that promote renewable energy and reduce carbon footprints. The rise of social media further amplifies their voices, fostering a collective identity rooted in environmentalism. Consequently, these young individuals are not just consumers but active participants in the fight for a more sustainable future, demanding transparency and accountability from the companies they support.

The changing demographics significantly influence young people's preferences across various sectors, particularly food, housing, transport, buying behaviours, and investment approaches. As diverse backgrounds and values shape the next generation, there is a marked shift towards sustainable and ethically sourced food options, reflecting a deep commitment to environmental and social responsibility. In housing, young individuals increasingly favour flexible living arrangements and co-living spaces that promote community over traditional family homes, driven by urbanisation and the need for an affordable lifestyle. When it comes to transport, a preference for eco-friendly options such as electric vehicles, cycling, and public transport is rising, as climate consciousness takes the forefront. Moreover, buying behaviours reveal a strong inclination towards brands that resonate with their values, prioritising experiences over possessions. In investment, young investors are leaning towards socially responsible investment (SRI) and impact investing, preferring portfolios that align with their ethical standards while also yielding returns. This collective shift underscores a profound change in market dynamics

Young people are increasingly gravitating towards unique experiences that reflect their individual identities and values, rather than traditional consumerist pursuits. This generation seeks authenticity and personal connection, favouring immersive experiences that allow them to engage with cultures, ideas, and communities in profound ways. From bespoke travel adventures to curated dining events, the emphasis is on creating memories that resonate on a personal level. The desire for distinctiveness drives their choices, fostering an environment where creativity and innovation thrive, ultimately reshaping markets to cater to this craving for novelty and personal significance.

Young people today exhibit a strong preference for a global mindset, embracing the notion of interconnectedness that transcends traditional borders. This generation, raised in an era of rapid technological advancement and social media proliferation, views the world as a sprawling network rather than a collection of isolated nations. They champion values such as inclusivity and diversity, often rallying around collective issues such as climate change, social justice, and economic equity. The desire for collaborative solutions over nationalistic approaches reflects their belief in shared responsibility, highlighting a shift in priorities where individual countries’ policies must align with global challenges. As a result, the very concept of borders seems to dissolve in the face of a united call for action, driven by a profound awareness of the interdependence that characterises our world today.

Young people's deep dive into Environmental, Social, and Governance (ESG) criteria reflects a transformative shift in their investment priorities, yet the emphasis on rating mechanisms has inadvertently commodified these principles, creating a rigid reporting environment that often restricts tangible action on the ground. While the predominance of technology-focused ESG funds aligns with the tech-savvy nature of younger generations, it overlooks fundamental human needs; after all, one cannot subsist solely on advancements in technology or inhabit a home built from iPhones. This paradox highlights the necessity for a more holistic approach to ESG investing—one that champions not just innovation but also the practical realities of sustainable living, ensuring that investments translate into real-world impact rather than mere portfolio optimization.

Young people's preferences are reshaping the future of work, driving a profound shift in the paradigm of employment. As the digital landscape evolves, Generation Z and millennials increasingly seek flexibility, remote opportunities, and a focus on work-life balance. This demand for autonomy is complemented by a strong desire for purpose and alignment with personal values, prompting organisations to cultivate inclusive cultures that prioritise mental well-being and social responsibility. Furthermore, the rise of technological advancements is steering young individuals towards freelance and gig opportunities, pushing traditional 9-to-5 structures to adapt or risk obsolescence. This transformative approach is not just a fleeting trend; it reflects a fundamental change in how work is perceived, demanding that employers innovate to attract and retain the emerging workforce.

Young people are increasingly favouring urbanisation and the concept of smart cities as they seek environments that enhance connectivity, sustainability, and quality of life. This demographic prioritises innovations that integrate technology into everyday living, advocating for solutions that address urban challenges such as traffic congestion, energy consumption, and pollution. The rise of eco-consciousness among younger generations fuels demand for greener public spaces, efficient public transport systems, and the widespread implementation of renewable energy sources. Moreover, the allure of vibrant communities that foster collaboration, cultural exchange, and social interaction aligns with their values, making smart cities an appealing choice for a future where both urban living and technology harmonise.

The health and wellness revolution is fundamentally reshaping the landscape of consumer behaviour as younger generations increasingly prioritise holistic well-being over traditional notions of health. Millennials and Gen Z are not merely passive consumers; they actively demand transparency, sustainability, and inclusivity from brands, driving innovation in the wellness industry. This shift is evident in their preference for plant-based diets, mental health awareness, and fitness as a lifestyle rather than a chore. Digital platforms and social media play pivotal roles in fostering communities centred around wellness, enabling them to share insights, support one another, and promote well-being as a collective goal. As a result, the market is responding with a plethora of products and services that cater to these new values, illustrating a profound transformation in how society views health and wellness—one that is increasingly shaped by the ideals of the youth.

Young people's preferences in fintech are largely characterised by a demand for seamless, user-friendly experiences that leverage technology to simplify financial management. They favour digital banking solutions that offer instant access to services, mobile payments, and budgeting apps, which cater to their fast-paced lifestyles.

Additionally, there is a growing appetite for platforms that promote transparency, sustainability, and ethical investments, reflecting their values and social consciousness. This generation is particularly drawn to fintech innovations that enable peer-to-peer transactions, cryptocurrency trading, and personalised financial advice, underscoring their desire for empowerment and control over their financial futures.

As they seek to optimise their financial journeys, fintech solutions that align with their priorities are likely to thrive in an evolving market landscape.

In today's rapidly evolving landscape, edtech plays a pivotal role in reshaping the educational experiences of young people aged 16 to 30, offering them unprecedented access to diverse learning resources that extend beyond traditional classrooms. Through platforms that facilitate online courses, interactive tutorials, and collaborative opportunities, these individuals can tailor their learning journeys to fit their personal interests and career aspirations. As they navigate a world increasingly reliant on digital skills, edtech not only provides the necessary tools for academic success but also empowers them to cultivate essential competencies in an ever-competitive job market. The integration of gamification, virtual reality, and AI-driven personalised learning pathways further enhances their engagement and retention, making education a dynamic and interactive experience.

The circular economy is gaining momentum among the 16-30 age group, as younger individuals increasingly prioritise resource efficiency and sustainability in their consumption habits. This generation is driven by a desire to minimise waste and extend the lifecycle of products, advocating for practices such as recycling, upcycling, and sharing economies. Their commitment to environmental stewardship is reshaping markets, prompting businesses to adopt more sustainable practices and innovate in product design. The emphasis on circularity not only addresses pressing ecological concerns but also reflects a transformative shift in values, as young consumers demand transparency and accountability from brands, fostering a new era of responsible consumption.

Digital privacy has emerged as a pivotal concern for younger generations, who are increasingly aware of the implications of data sharing in a hyper-connected world. These digital natives demand transparency and control over their personal information, pushing for platforms that respect user autonomy and safeguard data integrity. Consequently, the realm of cybersecurity must evolve to meet these heightened expectations, prioritising user-centric policies, robust encryption methods, and proactive measures to combat evolving threats. This shift requires a collaborative approach, integrating education on digital rights with innovative solutions that empower young individuals to navigate their online environments safely and confidently.

Young people today are increasingly drawn to alternative and clean energy sources, viewing them not merely as options but as imperative solutions for a sustainable future. This generational shift reflects a profound rejection of the status quo, as the youth actively seek to dismantle outdated paradigms that have prioritised fossil fuels and harmful practices. They are championing innovations such as solar, wind, and bioenergy, driven by a desire for environmental stewardship and a commitment to combating climate change. This fervent advocacy is reshaping markets and signalling to investors that the future will centre around sustainability, thereby forcing traditional energy sectors to rethink their strategies or risk obsolescence.

Young people today crave personalised experiences that cater to their individual preferences, a desire often unmet by major brands that continue to operate on a one-size-fits-all approach. While large corporations frequently rely on broad demographic segmentations, the concept of a "segment of one" remains elusive for them, stifling innovation in their customer engagement strategies. In contrast, small businesses and independent stores thrive by leveraging recommendation engines and unique shopping experiences that resonate on a personal level. This trend extends into the world of work, where the lack of tailored job roles and development opportunities leads many young professionals to seek employment elsewhere, often staying only short periods in their positions. The misalignment between youthful expectations and traditional corporate practices highlights a critical gap that savvy companies must bridge to attract and retain emerging talent.