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.

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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.

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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.

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We’ve all seen the weird and wonderful food combinations that go viral on TikTok. While they are often unusual products, they command the attention of Gen Z consumers and drive sales through the roof. Consider the pickles wrapped in fruit roll ups, stuffed with Takis, and drizzled with Tajin that have been going viral lately – #pickle now has upwards of 4 billion views on the social media platform. In this article, we dive into what CPG brands can learn from TikTok about Gen Zers’ tastebuds.

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In the past, a trend cycle could be anywhere from 5-10 years, with new trends introduced by public figures, celebrities and corporations. However, with the introduction of social media and particularly TikTok, trends are fast and fleeting, more aptly described as ‘microtrends’. This can be difficult for brands to navigate, and almost impossible for trend forecasters to pin down, as by the time a trend arises it is already too late to develop new products. In this article we consider ways that brands can gain Gen Z attention without chasing every trend that passes by.

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