Predicting what young people will do next is never easy—but it’s kind of our thing at YPulse. Every year, YPulse looks closely at the behaviors, cultural shifts, and early signals shaping young consumers to call out the trends we expect to define the year ahead, both in North America and Western Europe. Gen Z is a global generation, after all. They’re reacting to many of the same viral moments, culture conversations, and online trends across borders. That said, what’s happening in each respective region still matters, too. While we do make big-picture, global predictions, YPulse also gets specific—calling out trends that are unique to Western Europe and shaped by what young people there are experiencing locally. YPulse’s predictions are grounded in real data, ongoing research, and close tracking of youth behavior over time, which helps us spot patterns before they fully break into the mainstream. That’s why, before diving into what’s coming in 2026, we’re looking back to see how our 2025 predictions for Western Europe actually played out....
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