Gen Z are stepping into adulthood carrying the weight of the world on their shoulders. Without the tools or role models to help them enact the change they want to see, they find themselves paralysed by paradox.
What's in the report?
Dive into the topics defining Gen Z (born between 1997 and 2012), the key consumer behaviours brands need to know about and speculative future scenarios to 2030.
Drivers
What influences are shaping the future for Gen Z? We explore the weight of their Infobesity, their Delayed Adulthood and how these digital natives are not immune to Toxic Technologies and E-solation.
Insight
Here we explore the challenges and aspirations defining Gen Z.
Success & Achievement: Financial Fretters, Polarising Professionals and Disillusioned Students
Technology: Tech Captives and The New New News
Health & Wellness: Anguished Adolescence and Teetotal Trailblazers
Community & Identity: Generation Isolation
Sustainability: Contradictory Consumers
Foresight
Here, we expand on speculative future scenarios to 2030. For Gen Z, we prepare you to Welcome the Z-Suite, understand their take on Positive Parenting, their need for Eco-ducation and their role as Social Scavengers.
Strategic Implications and Thought-starters
Actions and future considerations for brands and businesses.
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