Diffuse Sweat Headband by Gymshark, UK
: ‘From a brand’s perspective, there’s the idea of trying to catch people while they’re young. But it’s dangerous to do that with Gen Z because they are incredibly fickle. Remember, they are the people creating these trends that go viral overnight before getting dropped just as quickly.’
Rhona Ezuma , founder, Thiiird magazine
: ‘Values, interests and needs – those are the things brands should be focusing on because our chronological age does not define us from 18 years old onwards. Think of a first-time mum at 20 and a first-time mum at 54: that’s what unites them, not their age.’
George Lee , founder, The Commonland, and head of communication and engagement, National Innovation Centre for Ageing UK (NICA)
: ‘When we look at flat age, the most exciting space in which this is happening is in youth culture. Older generations are now a part of youth culture. We have grandmas on TikTok starting their social media careers in later life.’
Alice Crossley , foresight analyst, The Future Laboratory
: ‘2023 was the first year in which the majority of first-time births in the US were to Gen Z parents. All of those values and attributes we have identified with Gen Z will now be the attitudes of parents. Brands should keep that in mind. They are now marketing to Gen Z as parents of young children and less and less to Millennial parents.’
Joe Waters , founder and CEO, Capita
: ‘Gen Z are very fearless, experimental, almost like a trial generation. And their values are evolving, so perhaps proceed with caution.’
Olivia Houghton , deputy creative foresight editor, The Future Laboratory
Our members can watch the webinar on demand on LS:N Global.
