How are Gen Z’s digital experiences changing their attitudes to physical things? What will the cost of living crisis mean for entrepreneurship? And how are young people changing trend cycles? Our 2022 Generational Snapshot of Gen Z explores the key behaviours shaping this cohort.
Comfort food has become a go-to for Gen Zers who've had their hopes of post-pandemic liberation stifled by the cost of living crisis, turbulent global events, and a divisive political atmosphere. How can brands help young people embrace their indulgent streaks while also promoting wellbeing and health?
In the US, Gen Zers are the loneliest generation. While always-on digital communities are frequently blamed, pandemic lockdowns and turbulent world events have also taken their toll. What can brands do to help people foster deeper connections and more enriching relationships?
The birdwatching boom that started during pandemic lockdowns simultaneously indicates a novel, deeply wholesome cultural mood and an emerging signifier of what’s ‘cool’ among American Gen Zers and Gen Yers. How can brands tap into people's newfound appreciation for nature and the outdoors?
Streetwear fashion encompasses different subcultures, trends, and influences, with its rise in popularity fueled by the product-churning fashion sector and people’s demand for newness. As Gen Zers move streetwear towards being hype-based and exclusive, how is this impacting the wider fashion space?