Remember when you first downloaded Facebook? What a rush! All you saw were your friends and their new statuses. You couldn’t wait to log on, and afterwards, you’d log off—back to the real world. Today, the experience has changed beyond recognition; we’re consuming a near-constant stream of media. With our friends replaced by influencers and celebrities, we’ve collectively forgotten what social media was meant to be.

In 2022, we published a blog post illustrating the “nostalgia” trend, and its impact on our generation. Two years later, unfortunately, many of the same reasons that had Gen Z seek out nostalgia in the first place, are still relevant, and the trend is only growing stronger. That is why we are re-examining this trend, and what brands should take note of, to successfully engage Gen Z.

Today we love to talk about ‘iPad kids’, born consumers palmed off on iPads before they could even read, but Millennials weren’t so different. Granted technology was less sophisticated, but habits have persisted. Millennials joined the internet in its early days, before we were aware of the potential dangers. In this blog post we look at the layered relationship between Gen Alpha and their Millennial parents, and what early internet access means for their purchase decisions. Spoiler: these kids are sophisticated, and we might be seeing an end to the Tween years altogether.

We recently sat down with Giorgio Scarella, Global Head of Consumer & Shopper Understanding for ice cream at leading chocolate and confectionary company Ferrero. We discussed Gen Z’s expectation of speedy product innovation, the importance of transparent and consistent brand storytelling, as well as the emphasis on creating experiences for ice cream fans. Click to read what he had to say.

We recently sat down with Katy Bradbury, fellow Gen Zer and Customer Retention Manager at premium confectionery brand Candy Kittens. We discussed the ins and outs of selling confectionery to Gen Z, from the need for authenticity to community building and how to secure sales at premium prices. Click to read what she had to say.