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. 💜
Escapism is a common way for people to deal with the fast-paced and connected world we live in today, and Gen Z is no exception. This generation grew up during a time of rapid technological advancements and social reconstruction. Dealing with such changes can be overwhelming. Because of this, they have a strong tendency to try to find comfort and relief from the pressures of everyday life in different ways.
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.