When the old systems lose authority, what takes their place? Trust in institutions is shifting. AI is changing how we access knowledge. Online communities have become spaces of belonging. Consumption has become a way of expressing values. Across youth culture, new belief systems are emerging. We’ve launched our latest
What do young people believe in now? From fashion to fandoms, astrology to AI, today’s cultural participation isn’t just expression, it’s belief. Join Dazed Studio for the launch of Parafaith, a new report exploring how Gen Z is constructing meaning through culture, rituals, communities and participation in
This week, we hosted an exclusive, closed-door boardroom session at WSA, Dazed New York, gathering brand leaders for a sneak preview of our upcoming research. The room debated the cultural shifts driving Gen Z and Gen Alpha, exploring how young people are actively bypassing traditional institutions and finding new
& what can brands learn from this... Having recently moved to New York, one thing that surprised me was discovering that people actually use Trader Joe’s totes here. I’d seen the global obsession from afar: the resale listings for $10,000, the limited-edition colour drops. People in
What young people are really using Reddit for and why brands should pay attention. Reddit has eclipsed TikTok as Britain’s fourth most visited social media site, according to a new report by Ofcom, with Gen Z largely responsible for pushing the online forum from the edges of the web
For younger generations, news is no longer the final word on truth, but the opening move in a collective game of interpretation. We spoke to our Gen Z audience to get their take on the recent Beckham controversy and why it’s created such a universal media moment. Earlier this
The SenseMaker Insight Panel - Hear Live & Direct from Gen Z On Tuesday, Dazed hosted its first UK Brand Summit at Mason & Fifth in Westbourne Park. The event showcased a public-facing version of SenseMakers Insights product, our Studio Insights research tool that gives brands direct access to frontline
Dazed Studio’s big winners In a time of great uncertainty, culture is craving the past. From reissued sneakers to vintage filters and reimagined logos, nostalgia has become a dominant force in brand storytelling. The desire for comfort, familiarity, and shared cultural memory is driving a renewed fascination with the
5 cultural currents shaping how we think at Dazed Studio. It’s been tough to know where to look in 2025. Estimates predict that in late 2025, the average person is consuming around 100GB of data every day. To put that in layman's terms, that's 33
“The freakier gore, creature, and alien aesthetic we’re seeing in nails feel connected to a kind of ‘third space’ beyond masculine and feminine identities. Young people aren’t confining themselves to being perceived one way or another, instead, they’re mixing and matching body adornment and beauty practices that
Last week, Dazed Studio hosted our first ever Brand Summit at the WSA building in NYC. Across three events, what constituted the "new cool" in the digital age was discussed, with opinions shared from both seasoned professionals to Gen Z creatives. On Thursday evening, Izzy Farmiloe was joined
Six things we learnt about what cool means to young people On Wednesday, Dazed Studio debuted our live SenseMaker panel format at Day 02 of our U.S. Brand Summit in NYC, bringing together six Gen Z creative tastemakers to debate what “cool” means today and what matters to them.