Gen Zers are a tricky yet intriguing generation to grasp – they’re offline-shopping, eco-conscious, genre-defying, values-defending mavericks. As they grow into adolescence and adulthood, what do Gen Zers actually think is cool and how can brands appeal to this cohort’s unique mindset?

Iconic jewelry brand Tiffany & Co is launching a line for men, aiming to target a growing audience of male jewelry shoppers. As gender norms continue to evolve and men become more open to traditionally ‘female’ products, brands can tap into shifting norms and bring more bling to men.

In July 2019, Lululemon will launch a 25,000 square-foot experiential store in Chicago, selling not only athletic apparel, but creating a community of loyal followers. As people value in-store experiences even more, they like feeling connected to a brand through lifestyle events and experiences.

Viewed as overwhelmingly white, male and London-centric, the British art world is long overdue an attitudinal audit. The White Pube, a platform run by two Gen-Zers, attracts a previously disengaged audience using irreverent humour to critique racial, class and gender bias in the UK art landscape.