Hey brand owners! What do you most need to know about Gen Z heading into the New Year? Read on to find out. We have compiled the key trends to look out for in 2024, when you are looking to attract or sustain your relationship with the next generation of consumption. These trends reflect and build on our learnings of Gen Z and consumer insights over the past year, signifying a change in attitudes and consumer behaviour that continue into the new year.

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At our start-up, we think about and try to understand our generation on a daily basis. What is it that makes Generation Z tick, what do we like, where do we spend our time? But we have never previously looked at how Gen Z consumers are turning the tables on brands, and creating the kind of products and brands they are missing on the shelves. Gen Z is relying on ourselves to step up and take initiative towards a better world. So, let’s shine some light on what entrepreneurship means to Gen Z, why and how we do it and how brands can support our journey. 💜

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Gen Z are making an impact worldwide, from the Americas to Asia Pacific, so we will take a closer look at what makes Gen Z in different parts of the world unique or similar compared to their peers in the rest of the world. In this blog post, we want to try and decode Gen Z in China.

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For Generation Z, representation goes beyond non-sexist, non-traditional gender roles. We are one of the most diverse generations yet, and we want to see this diversity reflected in the advertising and brand initiatives we see.

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Gen Z is the consumption generation of tomorrow, because Gen Z already represent 26% of the population with a spending power of US150 billion. Clearly, this means that we are a key demographic for any brand and brands need to start listening to our wants and needs today. But be aware – our generation is different than our Millennial siblings, our Gen X or Boomer parents. Naturally, what makes Generation Z different from other generations, has consequences for brand engagement, even brand loyalty, so brands need to rework their marketing strategy to account for their Gen Z audiences – to avoid what could be potentially high cost of not effectively engaging with us.

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