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.
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.
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.
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. 💜
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.