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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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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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.

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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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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.

Photo by Hyunwon Jang on Unsplash