The Z Factor

Name: Nextatlas
Author: Nextatlas

The New Values of Youth

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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. This report uses Nextatlas' AI-powered trend forecasting to decode their evolving priorities and reveal what brands need to do to earn their attention and loyalty. From the Passion Economy and creator communities to eco-conscious consumption and immersive digital shopping, the macrotrends shaping Gen Z's world are moving fast.

Key themes include the rise of food waste innovation, the demand for authenticity and transparency in brand storytelling, and the growing appeal of AR, VR, and live social shopping among young consumers.

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