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.

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.

We recently sat down with Katy Bradbury, fellow Gen Zer and Customer Retention Manager at premium confectionery brand Candy Kittens. We discussed the ins and outs of selling confectionery to Gen Z, from the need for authenticity to community building and how to secure sales at premium prices. Click to read what she had to say.

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.