Decoding Gen Z for Brand Growth
The culmination of research and real-life experience, looking at the evolution of Gen Z behavior over the past year.
Gen Z. A generation born in the late nineties and the early noughties. The first digitally native generation. The most diverse generation and the biggest.
As marketers, we're both intrigued and perplexed by Generation Z. We know their importance for future growth. And, we think we know them, yet, as we learn more about them, we see that they are more complex and, sometimes, more contradictory than we ever imagined. Over the past year, we've been on a journey to uncover deeper insights about Gen Z - to decode Z behaviors, beliefs and value systems, hopes, dreams, characteristics, and identities. Importantly, we've discovered that Gen Z themselves are on a journey - at each stage of their lives, they are looking for new, meaningful relationships with brands, each other, and the world around them.
In our latest study, we've tapped into the knowledge and insights gleaned from campaigns seeking to engage Gen Z, as well as a new batch of research, powered by Appinio, which surveyed Gen Z across 6 markets around the world: UK, US, France, Germany, China, and Korea.
Through our research and understanding of Gen Z, our digital-native team of trend scouts has developed 8 essential principles for reaching them. We've also tied some notable Gen Z behaviors to key implications for brands. We’ve ensured our findings lend to actionable tactics and strategies, and in fact, we help lay out a plan for brands to navigate their own Gen Z growth journey.
While this research is comprehensive and packed with surprising new insights, our curiosity will continue, as we seek to understand and define new trends and help brands forge deeper connections with Gen Z. Undoubtedly, there will be more emerging behaviors as Z evolves, and we will be listening and watching closely.
For now, dig into our latest: Decoding Gen Z for Brand Growth.
