With the social media boom came a new fascination with influencers, bloggers, vloggers, YouTubers — an entire cohort of digital content creators who appear to have taken over the lifestyle industry. Such is their reach that all the rules once held sacrosanct by marketing gurus like Philip Kotler are now out the window. These young creators have established themselves as leading voices in their respective niches, building engaged audiences and creating content that resonates with their millions of followers around the world.

This April, HELLO! has dedicated its pages to the young ones who may be 20 something, but look, behave and exist with a maturity that belies their age. As we take a closer look at modern day youngsters, we find a diverse range of experiences, perspectives and ambitions. While some are pursuing their passions and hobbies, others have found alternative and exponential means of income in the virtual world.