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.

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.

Is it really important for brands to craft a marketing strategy that allows them to be active in the metaverse? And who are the current users? Both consumers and brands are still figuring out how to navigate the metaverse. Needless to say, the integration of virtual and physical is the future, and brands will need to adapt to this new reality.

If you ever came across a campaign that really caught your eye because you found it amusing, emotional or interesting due to a particular collaboration you know exactly what I mean. This is called a cross-sector collaboration.

A cross-sector collaboration helps companies achieve a mutually shared purpose and helps gain a competitive edge. This article explores how different business entities can partner to create an outcome that can be beneficial for both brands and for young consumers today.