Financially cautious and living in a drastically destabilised world, Gen Z seek brands that connect with them as peers, empower them to take ownership of their finances and ultimately align with their core values. Shaped by social media, they have a keen eye for self-branding, and are fundamentally blurring the boundaries between commerce, community and entertainment. In constant conversation, however, this generation are quick to dismiss brands which are all talk and no action.
As well as providing a long-form report for Afterpay, The Future Laboratory transformed our insights further into a snack-sized summary for the company to give to its retailers to take into their PR activities, a downloadable version of which you can find here.
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