A study released by Vice at the Cannes Lions festival reveals that while religion is no longer top of mind for younger consumers, Gen Y and Z want a more spiritual life. There is a lot of room for brands to find ways to connect with theses generations on some sort of spiritual level.

Research explored self-control in Gen Z and Gen X children using the ‘marshmallow test’, which asks kids not to eat a marshmallow if they want to get a second one. Despite growing up in the era of instant gratification, Gen Z kids showed more self-control than Gen X children did years ago.

With two-thirds of 16 to 24-year-olds claiming that booze isn’t important to their social lives, the stereotype of young drinkers is changing. For the emerging moderation movement, Heineken 0.0 is a non-alcoholic beer that promises the same great taste as its boozy counterpart.

They don’t smoke, they don’t drink, and they want nothing more than to own a house and start a business. The kids of Generation Z may not even be 20 yet, but they've already earned a reputation as a bunch of squares. But are these digital natives really born to be mild?