Meet the Snapchat Generation

They're a global collective of trendsetters leading the way in how culture, commerce, and conversations unfold around the world. Discover what matters most to this unique generation and how you can put your brand front and center.

Hear why brands are interested in capturing the attention of this growing generation

Identity

“We are more open and less restrictive or traditional [than previous generations]. We are less close-minded and more open to different ways of doing things.”

Abdulrahman, Male, 25, Saudi Arabia

Communication

”The filters and lenses on Snapchat are my friends and I’s favorite thing to send each other if we want to cheer each other up or just make each other laugh.”

Sophia, Female, 15, Australia

Commerce

“I usually interact with brands on Snapchat when my friend is talking about a particular brand. If I see a brand recommendation on my friend’s personal story, I’m more likely to buy it.”

Halle, 22, Female, USA

Connection

"When I open Snapchat, I know one of my friends’ Snaps is going to make me smile!"

Saphira, 19, Female, Netherlands

Stories from Our Partners

Brand Inspiration
Growing With the
Snapchat Generation

Connect with the community that's driving change.

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: USA Snapchatters N = 500 | Q: How, if at all, has the importance of these values changed for you since before the pandemic?
22022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Saudi Arabia Snapchatters N = 519, Non-Snapchatters N = 377 | Q: Please tell us the extent to which you agree or disagree with the following statements about your feelings and emotions.
32022 Global Crowd DNA Study commissioned by Snap Inc. | Base: UAE Snapchatters N = 503 | Q: How, if at all, has the importance of these values changed for you since before the pandemic?
42022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Australia Snapchatters N = 504 | Q: Thinking about all apps you use, which of the following things relating to visual messages (e.g. pictures, videos, filters / lenses, emojis / bitmojis) have you ever done? (NET of all codes)
52022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Italy Snapchatters N = 500 | Q: Why do you like sharing / receiving visual messages (e.g. pictures, videos, filters / lenses, emojis / bitmojis) on apps? (NET: feel more personal, make it easier to build stronger connections / relationships, help me to feel more involved in my friends’ lives, even if I'm not there)
62022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Canada Snapchatters N = 500 | Q: How much do you agree with the following statements about Augmented Reality (AR) in general?
72022 Global Crowd DNA Study commissioned by Snap Inc. | Base: USA Snapchatters N = 500, Non-Snapchatters N = 501 | Q: Augmented Reality (AR) can provide many experiences. Thinking about what you can do with AR both now and in the future, how interested are you in each of the following? (NET: See how clothes or accessories look / fit, “Try on” makeup or beauty products) | Q: ...and which of these AR experiences have you already done? (NET: same as previous question)
82022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Brazil Snapchatters N = 500, Non-Snapchatters N = 837 | Q: Augmented Reality (AR) can provide many experiences. Thinking about what you can do with AR both now and in the future, how interested are you in each of the following? (NET: See how clothes or accessories look / fit, “Try on” makeup or beauty products) | Q: ...and which of these AR experiences have you already done? (NET: same as previous question)
92022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Germany Daily Snapchatters = 500 Daily TikTok = 441 Daily Instagram = 545 Daily Facebook = 434 Daily Messenger = 286 Daily Whatsapp = 612 Daily Twitter = 250 | Q: Which of the following moments do you enjoy sharing or celebrating on each app? (NET: When I’ve bought something I love, When I’m shopping)
102022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Germany Snapchatters N = 500,, Snapchatters who interact with brands digitally before buying from them N = 1,906 | Q: Now thinking more generally - compared to before the pandemic, which of the following have become more important to you when choosing brands to purchase products from? (NET: Makes me feel like I’m part of a community (e.g. through in-person events or a platform built around sharing ideas and reviews), Makes me feel like I’m making a difference in helping them grow, Incorporates my feedback / lets me have a say in the products they create, Helps me live up to my values)
112022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Netherlands Snapchatters N = 500,, Snapchatters who interact with brands digitally before buying from them N = 65 | Q: Now thinking more generally - compared to before the pandemic, which of the following have become more important to you when choosing brands to purchase products from? (NET: Makes me feel like I’m part of a community (e.g. through in-person events or a platform built around sharing ideas and reviews), Makes me feel like I’m making a difference in helping them grow, Incorporates my feedback / lets me have a say in the products they create, Helps me live up to my values)
122022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Spain Snapchatters N = 501 | Q: Which of these are important to you? Please select all that apply. (NET: Reducing my environmental impact, Speaking up about social / political issues, Supporting my community and taking time to help others around me, Being open to learning from others and respecting different cultures) | Q: What are the reasons why you’d want to use AR for shopping? | Q: How, if at all, has the importance of these values changed for you since before the pandemic?