Time online has hit a ceiling, first beginning to slip in 2019, and then seeing a momentary increase during the pandemic; we are now back to nearly pre-COVID levels, with the most marked decrease since pre-2013. This, coupled with fact that foundational internet behaviours like searching for information and reading news are all slipping, is an indicator that we may be ready to step offline. In this blog we take a deep dive to see how this trend manifests for the younger generation. We highlight four key areas, connecting each to a key learning for CPGs.

When it comes to marketing strategy, there is a danger of grouping Millennials and Generation Z into one category, a monolithic ‘Young People’. Closer analysis will reveal a set of key differences between these groups, and failure to recognise these could alienate your ideal customer. In this article we discuss the differences between Gen Z (age range 11-26) and Millennials (aged 27-42), based on their worldview and values, before revealing what makes for uniquely Gen Z marketing.

Post-pandemic there is an increased demand for wellness products, largely driven by Gen Z who are pioneering a broader picture of health. As the younger generation rises in importance, commanding $360 billion in disposable income as of 2021, it is vital to understand their needs. In this article we consider four case studies, to understand how brands might capture new consumer interest in the wellness industry.