Think Wellthy Futures: Youngkind’s new study unlocks the values of Gen Alpha and young Gen Z
New youth insights agency Youngkind has unveiled its ‘Think Wellthy Future’ study, offering corporate Australia and government sectors youth-driven strategies to connect with Gen Alpha and early Gen Zs (Zalphas) in an authentic and meaningful way.
Founder Amanda Windus has undertaken a comprehensive exploration into the lives of Zalphas (10-16s), providing brands with a roadmap to understand this influential cohort and align with their aspirations for a balanced, purpose-driven future.
Says Windus: “Zalphas are driving a wave of demand for value-aligned products and experiences. Brands and organisations that adapt and innovate will not only protect their place in the future but lead the change they’re shaping.”
The New Strategic Mandate
Distilled into three words, the study’s key message is ‘Think Wellthy Futures’. Far from a fleeting trend, this cultural movement driven by Zalphas is set to reshape the future. Amanda explains the rising generation aren’t just chasing success – they’re sparking a transformation where thriving together takes precedence over individual achievement.
“It’s about leading with heart, prioritising wellbeing, and creating a meaningful impact,” she says.
Youngkind’s vision also highlights a critical cultural challenge: bridging the gap from today’s realities to fulfilling tomorrow’s needs. The study shows Wellbeing is a key tension – while valued it’s becoming harder to achieve in a world filled with performance pressure, digital overwhelm, and a toxic social atmosphere, amplified by social media.
For brands looking to build a future-proof business, Windus says ‘Think Wellthy Futures’ is not just a call to responsibility but also a key strategic mandate.
“The evolving needs and expectations of the next generation, rooted in wellbeing, will shape the future of business, the economy, and society. Brands that fail to act now risk being left behind.”
The Wellthy Futures Framework: Turning Insights into Action
At the core of this study lies the ‘Wellthy Futures Framework’. Windus (pictured above) says much of what we hear about younger generations focuses on broad stereotypes and fast trends, which fail to address their true lives and needs.
The framework, developed through in-depth co-creative conversations with Zalphas, cultural analysis, and expert insights, gives brands a roadmap based on young people’s perspectives, not assumptions.
Says Windus: “Wellthy Futures helps brands align with emerging values, spark cultural conversations, innovate with impact, and genuinely support the wellbeing of the next generation. Even if 10-16s aren’t your primary focus, the framework offers a future-ready lens.
“It’s not only for youth-driven brands. It’s a lens on the future that’s happening now, where the next generation is actively shaping our world today, not in a far-off tomorrow. The framework equips all brands with human-centered, values-driven strategies to create meaningful, forward-thinking solutions that resonate across generations.”
The Social Change Roles: Stepping up to Support Young Australians
As the influence of Australia’s youth grows, their wellbeing becomes everyone’s responsibility. Amanda says instead of ignoring the challenges they face, we must reframe it as an opportunity to help.
The Wellthy Futures framework identifies four social change roles that brands can integrate into their strategies, bridging the gap Zalphas perceive in current support systems.
- Tech Mate: Leverage tech for empowerment.
- Mindset Coach: Build resilience and confidence.
- Connection Champion: Bridge real-world and digital relationships.
- Possibility Mentor: Inspire creativity and redefine success.
Says Windus: “By adopting these roles—whether through advocacy, education, programs, communication, or resource support—brands can drive a shift from reactive fixes to proactive strategies that empower young people.
“If brands address this, they can foster collective growth and make wellbeing for young people a core pillar, addressing the often overlooked ‘S’ in ESG – social responsibility.”
Who They Really Are: A New Lens on Youth
Zalphas are leading a social identity revolution, reshaping kindness, creativity, and humour with a depth of wisdom that defies age. These hallmark values are no longer childlike tendencies; in today’s context, they are transforming into superpowers – forces that drive wellbeing and spark real change.
“Forget the nostalgia and dwell on lost childhoods.” adds Windus. “Zalphas are rewriting the narrative of today’s youth, driven by wisdom, solidarity, and growth, grounded in playful connections, dynamic creativity, and authentic self-expression.
“It’s time to stop underestimating and start embracing Zalphas unique perspective and wisdom, aligning with the values they need to thrive. Ignoring these shifts risks losing relevance with the next generation.”
Cultural Shifts: How the World is Shaping Them
Windus says Zalphas are driving long-term cultural shifts prioritising sustainability, creativity, and meaningful connection: “These shifts go deeper than fast cycle trends,” she adds. “Our roadmap helps brands cut through the noise, understand today’s cultural moments, and connect with the big shifts that matter, creating pathways to stay relevant and innovate with impact.”
- 1. Rise Together: From hustle to harmony, prioritising collective progress over individualism.
- 2. Heartfelt Sustainability: From conscious to caring, focusing on empathetic action for people and the planet.
- 3. Unleashed Creativity: From fixed to fluid, redefining creativity as adaptive and exploratory.
- 4. Memory Mark: From reflective longing to bold reclamation of the past to shape new identities.
- 5. Connection Clout: From surface-level to real connections, demanding authenticity in relationships.
- 6. Close Circles: From big picture to personal impact zones, fostering local, tangible change.
The Shift We’ve Known but Haven’t Fully Realised
Windus explains Zalphas are not passive observers – they’re actively driving a cultural reset. “It’s time we stop seeing them as just a niche consumer group,” she says. “They’re family trendsetters, culture changers, and future shapers, pushing forward a shift we’ve known was coming but have failed to fully act on.
“Success now depends on aligning profit with social impact, and brands that don’t move beyond talk will be left behind.Every day, decisions are being made about a future Zalphas will inherit. Their actions will shape the fate of businesses just as businesses will shape theirs.
“It’s time for leaders to rethink and consider: What if the real ROI isn’t just financial, but the lasting impact we have on shaping their futures?”