According to social science, the environment people grow up in shapes their attitudes, values and beliefs. Whether it's World Wars or wearable tech, recessions or reality television, major cultural events mould people’s attitudes and behaviours. As experts in consumer behaviour, we identify the common threads that connect these different age groups.
Dubbed ‘the most ambitious teens in a century’, Gen Z are classified as kids and teens born after 1997. As the first true generation of digital natives, they are a demographic unlike any before them. They’re launching their own business, volunteering at the weekends and creating an app all before they’ve graduated from high school. Through trend analysis and by tracking Gen Z consumer behaviour, we know these youths have big dreams, and aren’t used to being told ‘no’.
But why is success so important to them? Are today’s kids and teens addicted to technology, or just used to it? How has the War on Terror shaped the Gen Z work ethic? And how has the Great Recession affected young people’s trust in institutions?
By understanding their motivations. we can identify the key Gen Z consumer trends shaping this generation’s behaviour. So whether it’s helping brands understand kids’ social channels - like Snapchat, Obsessee and Musical.ly - or exploring Gen Zer’s attitudes towards key issues - like social equality and technology - our behavioural analysis combines strategic thinking with expert intelligence to reveal key insights into Generation Z.