Zs crave depth. Headline-skimming isn’t enough for them; their genuine desire is to dive deeper—underneath the superficial surface they often find on social media—and discover more about culture, the world, and themselves. Spotify meets them where they want to be: below the surface, deep-diving into the topics they care about most, though music and podcasts.

Fueled by diverse perspectives and honest debate, podcasts are at the front lines of next-gen education—disrupting how, what, and where young people learn. With Spotify as their global classroom, Zs are able to proactively curate their own curriculum and immerse themselves in unfamiliar areas of culture. Podcasts also let Zs easily tap into the latest thought leadership on relationships, politics, and myriad other topics from influential podcasters shaping the minds of the next gen.

Now, music trends driven by Gen Z reverberate at supersonic speeds—bouncing farther and faster than ever. From Northern Mexico’s brass-tastic Banda, to South Africa’s Amapiano house, to Moscow’s homegrown hip-hop genre, Phonk, a multitude of local sounds have strutted into the worldwide spotlight. Zs are becoming increasingly borderless—and keeping up with this trend is a non-negotiable for brands who hope to keep their finger on the pulse.