The Z factor

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What Emerging Macrotrends can offer Brands a Way In with Gen Z?

Driven by an accelerated urgency, Gen Z's priorities and expectations of the brands in their lives are undergoing a dynamic progression. For brands aiming to connect with young, passionate consumers, these new values will have a tremendous effect on the market for years to come.

Key Insights
What’s inside

The Passion Economy trend presents a new way to capitalise on creativity by connecting creators who share their passions through their genuine and engaged communities.
In order to reduce food waste, eco-conscious consumers and brands are experimenting with repurposing leftovers by using usually discarded scraps to create innovative snacks, cocktails or dishes.
Brands narratives need to convey values such as Authenticity, Transparency, and Coherence.
The increasing popularity of hands-off sensory experiences, such as AR/VR and Live shopping through social media, enable GenZers to shop&share either on the go or from the comfort of their bedroom.

A synthesis of the phenomena defining Gen Z's current position
Four Macrotrends (plus Key Insights and Predictions) forecasting the way younger generations will consume, eat, look, and express themselves
Significant key data from the analysis of each trend
Key Insights to action underlying the past, present, and future of Gen Z's rapidly evolving values, behaviors, and concerns
48 pages