Youth and Culture

Youth and Culture at FleishmanHillard UK

Our Youth and Culture proposition connects brands to up-and-coming audiences by using real insight to tune into evolving cultures and the next generation of consumers.

In the past year, we’ve launched key initiatives to better understand what nuances they have in pursuing passions and consuming culture.

These include:

  • Project-Z – a global research report that examines and better understands youth behaviour
  • The Residency – a programme that welcomes Gen Z interns into client-specific programmes. This allows us to include Gen Z themes and expertise into client planning, effectively creating campaigns that engage with behaviours, audiences through authenticity and understanding
  • Gen C: A new virtual sanity – a powerful new force in consumer culture, and shifting brand expectations due to COVID-19, who care deeply about creation, curation, connection, and community. Download
  • Culture Trends Report 2021 – The Cultural Rate of Covid. Download

If you’d like to read the Project Z report, please request a copy from our Youth and Culture team.


All clients have access to our deep expertise in research, planning, strategy, execution and measurement and evaluation but we also offer in particular:

Audience mapping and segmentation

Youth-led narrative workshops

Campaign creation and execution

Partnerships management

Experiential moments

Targeted youth media press room

Digital road mapping


Contact us