Category: marketing

A conversation between Gen Z on Gen Z – reflecting 2024

Certified Gen Z experts (and actual Gen Zers) Karen Rickers and Gabrielle Carruthers reflect on the year 2024 – what is driving their generation, how they have changed, and their hopes for the future.

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Karen Rickers Karen Rickers

Antisocial media no more?

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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Gabrielle Carruthers Gabrielle Carruthers

Gen Z and the Nostalgia trend – an update

In 2022, we published a blog post illustrating the “nostalgia” trend, and its impact on our generation. Two years later, unfortunately, many of the same reasons that had Gen Z seek out nostalgia in the first place, are still relevant, and the trend is only growing stronger. That is why we are re-examining this trend, and what brands should take note of, to successfully engage Gen Z.

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Karen Rickers Karen Rickers

Tweens no more? A look at the generation skipping straight to adulthood

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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Gabrielle Carruthers Gabrielle Carruthers

[INTERVIEW] Selling to Gen Z as an ice cream brand

We recently sat down with Giorgio Scarella, Global Head of Consumer & Shopper Understanding for ice cream at leading chocolate and confectionary company Ferrero. We discussed Gen Z’s expectation of speedy product innovation, the importance of transparent and consistent brand storytelling, as well as the emphasis on creating experiences for ice cream fans. Click to read what he had to say.

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Karen Rickers Karen Rickers