This is part 4 of a multi-chapter trend report by Berlin-based creative impact studio Very Good Looking, uncovering some of the cultural undercurrents influencing how especially young audiences will react to marketing efforts and impact-driven storytelling in 2026 and beyond.
If you haven’t read Part 1, Part 2 and Part 3 yet, we’d propose you start there.
The No-Hope Cohort
In the last installment of this series, we looked at the “villain era” and adjacent (social media) trends as a sign of a larger reorientation — the embracing of selfishness as an aspirational way to handle a reality perceived as increasingly hostile.
While elements of cynicism can be found across all ages, this trend of declining idealism and growing pessimism is most pronounced among younger generations: Gen Z (teens and 20-somethings), and to some extent younger Millennials.
Surveys consistently show Gen Z to be the least trusting of institutions and the most dissatisfied with the status quo.1 For example, in the U.S., no major institution (from government to media) is trusted by a majority of Gen Z (with the sole exception of, phew, science) and overall institutional trust is lower among 18–26 year-olds than any older group.
Similarly, global well-being studies find youth in countries from Germany to Brazil reporting much lower life satisfaction than their parents or grandparents do.2
“Traditional optimism has been replaced by a polycrisis.”
This suggests the shift in mindset is largely a youth phenomenon, which is supported by research utilizing data from 39 million respondents that shows that attitudes have shifted most dramatically among those born between 1995 and 2012. While older Millennials and Gen X may feel increased cynicism after living through repeated economic crises, their foundational outlook was often built on a belief in linear progress typical of the late 20th century.3 In contrast, today’s youth represent a sharp break from the past; they have come of age in a polycrisis — overlapping global recessions, a pandemic, and intensifying climate disasters. For this cohort, the traditional optimism has been replaced with an outlook shaped by political upheaval and a documented decline in collective well-being.
It’s important to note, however, that within the youth demographic, there are variations. Gender and geography are factors. In some areas, young men appear to be embracing the new cynical “evil aesthetic” more openly than young women. For instance, across Europe there is a growing gender gap in far-right support among youth, with young men more drawn to authoritarian or nationalist messages. Far-right internet subcultures (like certain forums or meme communities) often skew young male and trade in ironic misanthropy or anti-idealism.4
On the other hand, young women have been at the forefront of trends like the “villain era”, which is often about defying the expectation to be nurturing or selfless.
Strongmen & Drastic Solutions
Regionally, the trend toward disillusionment is evident in both the United States and Europe, though it can manifest differently.
In the U.S., a subset of Gen Z has shown willingness to abandon traditional democracy — nearly 40% of American Gen Zers said a “strong leader” who can ignore democratic constraints might be a good idea.5
“40% think a strong leader ignoring democratic constraints might be a good idea.”
In Europe, youth disillusionment is translating into votes for populist and extreme parties. Recent elections show surging youth support for far-right parties.
In France, Marine Le Pen’s National Rally doubled its vote share among under-25s between 2022 and 2023 (capturing 32% of French 18–25-year-olds in one election).6 In Germany, about one in three voters under 34 chose the far-right AfD in 2023 state elections, and in Austria the nationalist Freedom Party shot up to 27% support among under-34 voters (significantly higher than its youth support just a few years prior). These are striking shifts, given that just a few years ago many of the same age brackets were marching for climate action or other progressive causes (“Generation Greta,” a descriptor coined after climate activist Greta Thunberg). Now a portion of Generation Greta has morphed into what French pundits dub “la bande de Bardella” (the cohort rallying behind 29-year-old far-right leader Jordan Bardella).
Of course, not all young people are on board with this shift. Many Gen Z activists are still fighting for social and environmental causes. But broadly, the center of gravity of youth culture has moved — tilting away from earnest idealism and more toward skepticism, edgy humor, and appetite for drastic solutions.
So, where do we go from here?
In the next chapters, we will look at a comprehensive list of reasons for this shift and will ship a conclusion + a list of takeaways and action items for purpose-driven brands to address this paradigm shift.
