INSIGHTS QUARAN The BETC Fullsix Teens unit analyses how the Covid pandemic has changed teenagers’ lives This latest foray into the universe inhabited by teens investigates what teenagers actually did during lockdown. Apparently, they slept a lot, got bored, skipped Zoom lessons and had arguments with their parents. Above all, however, they took existing habits to a new level, showed extraordinary imaginativeness and came up with new ways of interacting with one another. Lockdown acted as a kind of in vivo laboratoryhighlighting the practices and specific representations of an entire generation. Delving deep into their TikTok output and current pop culture and conducting a series of qualitative interviews with young people aged between 13 and 18 in 6 countries*, BETC Teens succeeded in identifying several themes that brands could exploit to connect with a generation in the process of rendering the old world obsolete. *France, UK, Italy, Spain, Netherlands, USA 22