We think Gen Z is suffering from an image problem. Whether it’s a perceived laziness, mental fragility, or unwillingness to commit to a career, negative stereotypes are everywhere. At YBB we work with talented young people everyday, so we know these stereotypes are not only unfair, but they’re also hugely damaging to the creative sector. Energised with a survey completed by over 500 people in the creative industries, this report will attempt to set the record straight on behalf of our Gen Z community and suggest ways to improve the industry for everyone. [ READ MORE ]

Growing up through austerity, an unprecedented global pandemic, and a looming environmental crisis, Gen Z creatives continue to face a unique cocktail of challenges. In 2024 Youth Beyond Borders (YBB) and EssenceMediacom (EMC) set out to help the next generation with a flagship programme called Future Friday’s. The programme gave young people the opportunity to develop creative projects through 8 weekly micro-residencies in professional settings, with financial support and mentoring from leading figures in the creative sector. Our cohort of young creatives threw themselves into the project, creating some groundbreaking work and forging networks that will help them carve a path through the industry in years to come. Yet something still felt off. Participants reported that they often struggled to communicate with senior leaders in their placement organisations, and opportunities to present their ideas in formal contexts led to feelings of awkwardness and hesitation. Put simply, our participants felt that they were unable to be their authentic selves in the workplace, meaning that their creativity, enthusiasm, and potential were being overlooked.This is part of a wider trend that we have noticed within our network of 1,500+ young creatives in the U.K.