Category: sustainability

Gen Z is Losing Steam: The New Role of CPGs

Generation Z are the most diverse generation yet, typically pitched as activists, driven by values and keen to make a difference in the world. This has impacted their interactions with brands, demanding stronger ESG commitments and social justice action. Lately we’ve noticed a shift in Gen Z’s behaviours, which influences brand strategy for CPGs; for example Unilever have already taken the decision to stop ‘force fitting’ purpose into their brands. In this article we explore how this plays out in 4 key areas: Technology, Politics, Sustainability and Economy.

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Gabrielle Carruthers Gabrielle Carruthers

Decoding Gen Z in China

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.

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Karen Rickers Karen Rickers

How feminism could empower the future of CPG

For Generation Z, representation goes beyond non-sexist, non-traditional gender roles. We are one of the most diverse generations yet, and we want to see this diversity reflected in the advertising and brand initiatives we see.

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Karen Rickers Karen Rickers