The Culture Next trend reports

Every year, we check in with Zs and millennials to hear how they’re shaping the future. Welcome to our annual Culture Next reports.

The 2021 report

Last year was a cultural wake-up call. This year is a cultural rebirth. See how millennials and Gen Zs are creating, curating, and experiencing culture in real time on Spotify. Get the full story in our third annual Culture Next report.

The 2020 report

As we put together our second annual Culture Next report, one thing became clear: The events of 2020 have clarified — and in many ways, accelerated — trends that Gen Zs and millennials have been shaping for quite some time.

The 2019 report

Our inaugural 2019 report took a high-level view of the broader generational shifts at hand. What is it that sets Zs and millennials apart from others? And how are they making their mark on culture?

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