Culture Next 2020

Meet the generation working to rebuild society

Our second annual Culture Next report shows how the next generation is moving us forward.
Releasing a global trends report in a whirlwind year like 2020 is challenging, we’ll admit. Still, as we put together our second annual Culture Next, one thing became clear: This year’s events have clarified — and in many ways, accelerated — trends that Gen Zs and millennials have been shaping for quite some time. We’re excited for you to explore our findings in this year’s Culture Next. You’ll get a deep dive on how these generations influence art, tech, and culture — and hopefully, you’ll get inspired to pass them the mic.

“Our generation is going to be known for creation.”

Kix, 18, Atlanta

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During the course of our research we met Zs and millennials from around the world. We spoke with entrepreneurs, activists, artists, young families, and more. Through our own Streaming Intelligence, research, and conversations, we discovered new insights and explored five key trends among these young generations. And as this year’s major shifts took place — a global pandemic and racial justice movement — we made sure to update and adapt our research with new findings that reflect the context of 2020.
  • 62%

    of Gen Zs said their generation is ready to rebuild society from the ground up.*

  • 65%

    plan to be, or already are, their own boss.*

Culture Next is designed to inspire brands with these insights — offering up new ways to empower and be there for your audience. Drop in your email below to discover how to connect with the generations shaping the future.

Download our Culture Next 2020 report

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*Spotify Trends Survey among 2,000 respondents 15-40 in BR, DE, UK, US, July 2020

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