Artificial intelligence (AI) has truly progressed triumphantly around the globe over the last year and has notably seeped into mainstream use unlike anything we have seen before. This progress is undoubtedly owed to ChatGPT, a conversational AI tool powered by machine learning (ML), the fastest-growing user application in history, beating out TikTok, Amazon, Facebook, Google and every other digital consumer engagement channel. While representing just one area of AI, ChatGPT has opened up the conversation on the wider possibilities of AI applications in our daily lives – a conversation that also impacts CPG brands.

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.

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.