Youth and Culture


Youth and Culture, Culture Unit at FleishmanHillard UK

At FleishmanHillard, we are obsessed with staying ahead of the evolving cultural landscape and how that effects the next generation.

Younger generations have grown up in a different landscape than previous generations – more intersectional, with an abundance of technology and social platforms, connections and information; they are the epitome of the cross-culture kid and are widely considered as having greater cultural intelligence, or CQ, than their predecessors. They have different ideals, expectations and approaches to identity than other cohorts, and internal and external stressors significantly affect how they view the world.

Our Youth and Culture proposition connects and future-proof brands to this complex audience group by using data, insight and cultural strategy so that they always remain relevant to the next generation.

In the past year, we’ve launched key initiatives and created cultural reports to better understand what drives and hinders this youth audience.

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
  • The Togetherness Economy. Download

Most recently, we created: The Youth Kaleidoscope: Gen Z’s shape shifting quest for balance in a world that has rocked their identity Download

If you’d like to learn more, get in touch with The Culture Unit 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

Youth-focussed focus groups

Campaign creation and execution

Partnerships management

Experiential moments

Targeted youth media press room

Digital road mapping 

Contact us