Gen Z (born 1997-2010)

Company goals incongruent with Gen Z's environmental ethics are having a negative impact on their work motivation, effort, and productivity – even often leading to friction with management. But with the right brand mission, there’s value to be unlocked in this purpose-driven generation.

According to research, half of US adults are open to signing a prenup – a marked uptick from earlier years – signaling a change in popular notions about marriage. Financial worries are affecting the way Americans make long-term family planning decisions in ways that are just coming to light.

Dominant fears around the vulnerability of young girls online are perpetuating the gender divide in access to digital devices and shaping negative self-perceptions for women. Brands wanting to lend a hand to bridge the access gap could affect positive change by promoting safer spaces.

Research has revealed that Gen Z Americans are more susceptible to online scams – like identity theft and phishing – than their older counterparts, despite being digital natives. The findings signal a need for more support in cybersecurity education among younger cohorts to help them feel protected.

Meta is injecting personality into AI with its latest chatbots designed to engage Gen Zers. While giving AI more personalised characteristics can drive engagement, risks remain over the responses generated by the persona-driven tech, posing questions about ethical deployment.

A new collection curates Pringle flavors with different caviars, attempting to ride the wave of highbrow snacking popularized across social media. Snack sets like these lean into the ways people are looking for more cost-effective ways to eat luxuriously and blur the borders around tastemaking.

A survey has found that nearly half of all young adults in the US are living with their parents – and they’re not ashamed to say it. With rising living costs and a shaky job market, delaying traditional life milestones is no longer seen as a sign of individual failure among younger cohorts.

Young adults in India are redefining dating, embracing 'situationships' and the freedom they provide rather than traditional relationships. As youth in the country prioritise honesty and self-care over physical appearance, norms around relationships are being disrupted.

National pride among the Chinese has grown in recent years, with many opting to purchase locally or from brands that value their heritage. As a result, Western luxury brands like Ermenegildo Zegna are looking for historic venues to give customers a more culturally immersive shopping experience.

A study has revealed a generational divide between the way Gen Y and Z grocery shop, as the former more often buy groceries online via delivery or curbside pickup. Busy Gen Yers are looking to take their time back, and the opportunity for brands is to make shopping as frictionless as possible.

A study has shown troubling patterns in the habits of buy now, pay later (BNPL) users, revealing a 50-point gap on average between those who frequently use the services and those who do not. The cost of living crisis has driven up BNPL debt among Gen Zers looking to brands for financial leadership.

A study has found that casual language is becoming more common in the office as Gen Zers look for ways to connect, bond, and show their personalities. It comes as younger generations are challenging long-standing workplace conventions and redefining what it means to be a young working professional.

Gen Zers are stereotyped for their short attention spans, but their interest in video essays challenges this notion. These YouTube videos span topics like fashion, pop culture, politics, and philosophy, which are often an hour long – indicating a desire for in-depth learning that's entertaining.

To avoid being scolded, Chinese students are hiring strangers on the internet to stand in as their parents – for things like collecting a confiscated phone or meeting with a teacher. As young people in China question tradition, they are also actively interrogating conventional authority.

So-called 'corporate goths' sharing their unconventional office attire on TikTok point to the post-pandemic erosion of office norms. Gen Zers are looking for lifestyle acceptance in the workplace, and employers looking to retain young talent are loosening dress codes to comply.

Research shows that Australians are experiencing higher barriers to entry for investing and are doing so less year on year – while younger Aussies are rejecting direct stock investment altogether. This could lead to a pivot to managed assets merged with fintech, such as AI-guided portfolios.

A lawsuit against Namilia’s reimagined Birkin bags as couture apparel for Berlin Fashion Week has led to widespread criticism against Hermés. Instead of litigious stifling, collaboration can help heritage brands engage Gen Z by feeling current and promoting innovation within the fashion industry.

As part of its Water Bank collection, skincare brand Laneige is marketing across Reddit, specifically catering to skincare aficionados on the platform. The move coincides with a shift in social media behaviors that has younger users looking for more community-focused spaces.

Lunchables is launching its Grilled Cheesies line, a microwave-ready sandwich with the crispiness of one cooked on the stovetop. While it was popularized as a school-ready lunch item, its marketing showcases the growing cohort of adults who are hungry for a bite of nostalgia.

Huawei's Mate 60 Pro is gaining popularity for its Buddhist prayer widget, which has grown popular with Chinese youth. Young people's search for stability in an anxiety-ridden world sees them increasingly turning to spirituality, something that tech can provide with ease of use and convenience.

Change Research has found that young Americans hold divergent political views by gender yet share similar concerns over the economy and future of the country. Addressing shared priorities through brand initiatives could help unite younger voters and foster community amid polarization.

Breaking with typical luxury brand collaborations, Naomi Campbell has partnered with PrettyLittleThing to create a line of fast fashion clothing. However, the unsustainable production and unethical business practices of the retailer are drawing criticism for the supermodel.

Gen Zers on TikTok have become obsessed with the ‘everything shower,’ highlighting the easily accessible luxury of a long shower. Young people use social media to show how they can romanticise mundane aspects of their lives, and successful beauty brands are tapping into these new rituals.

Dove has expanded its #FreeThePits initiative for New York Fashion Week 2023, encouraging women with a series of subway ads to embrace their underarms. As gendered beauty standards become more malleable, more women embrace their body hair and look for brands to support their freedom of expression.

Chipotle has expanded its 'Behind the Foil' series aimed at recruiting Gen Z employees, featuring worker testimonials and behind-the-scenes footage. Gen Zers are looking for transparency from companies and tend to trust those with a lived experience more than conventional advertising.

Young girls use the website Girlhood, which has gone viral on TikTok, to seek advice as they navigate daily life. The blog is run by teenagers in the US, showcasing how younger generations find alternative forms of community online outside of traditional social media platforms.

Converse’s Upcycled Flannel Chuck 70 are made with deadstock and pre-loved flannel material. The collection is part of a broader effort to reduce waste and combat overproduction and heavily relies on nostalgia with, 90s and Tumblr-era fashion trends seeing contemporary revivals.

Lady Gaga has partnered with Cotton On to raise mental health awareness, donating proceeds to free online support for young people. Recognising a growing mental health crisis, this campaign demonstrates how celebrities can earn back fading trust while supporting valuable causes.

Liquor brands Moutai and Luckin Coffee have teamed up to release an exclusive liquor latte to win over young Chinese audiences’ experimental tastebuds. The collab demonstrates people’s sustained appetite for patriotic signalling – especially when manifesting in the most unexpected moments.

Companies in the US are offering student loan repayments as the pause on loans comes to an end. With financial stress peaking for many young people entering the job market, businesses hope to appeal to new grads who are now prioritizing benefits and stability in their careers.

As young consumers seek in-person shopping experiences, brands like Brilliant Earth are turning to malls. Once in decline due to a rise in online purchasing, American shopping malls are seeing a revival, favored for the immersive, sensory, and social qualities they offer.

Gen Zers have a new attitude towards wealth, with research finding that they define the idea through experiences, passions, and a better quality of life rather than simply financial stability. The findings offer fresh thinking around how to market aspiration to the next generation of investors.

Young people are turning to vapes as playful and affordable stress relief, but this has detrimental effects on their health and the environment. While future health warnings don't always result in behaviour change, one campaign has focused on the immediate impact of vapes on Gen Z finances.

A survey has found that young financial investors in the US are more likely to accept lower returns to ensure their investment aligns with their political and moral values. With the world in flux, young citizens are taking firm stances and are hyper-aware of their spending power.

An analysis of IRS migration data from 2021 found that wealthy young workers in the US are leaving major hubs in favor of smaller cities. However, the influx of wealthy citizens could pose problems for others who have flocked to these places for a better quality of life amid rising costs.

The Fashion Institute of Design and Merchandising (FIDM) is facing a student-led petition calling for the university to end its scholarship program with Shein. As fashion and eco-concerns collide in a big way, Gen Zers are continuously speaking up and calling out environmentally harmful practices.