Gen Z is reshaping fashion consumption and brand engagement “through a unique blend of pragmatism and purpose”. That’s the view of global marketing company Dentsu in its latest quarterly Consumer Navigator sentiment report. Photo: Pexels And the age group is achieving this via its “cautious optimism about the economy”, so brands “must align with Gen Z’s values and…
A new study shows that “self-care” is a key priority for many UK consumers with more than a third of them seeing it as a necessity, driven by younger consumers. Photo: Pexels The study, by discount retailer TK Maxx, reveals 39% of people believe self-care is becoming a necessity and Britons are spending an average…
Gen Z aren’t the fast-fashion, impulse shopping aficionados that some people think and actually prefer a gradual shopping experience, discovering brands first over time before making a purchase. Photo: Pexels That’s according to UK research from Snapchat (linked too a forthcoming product launch) and the Portas Agency, which commissioned YouGov to explore the shopping habits…
Any marketer who fails to distinguish between Gen Z and Millennials is making a big mistake with a new report showing that the approach to brand discovery varies between the two key demographics. Photo: Pexels And while the variation isn’t always huge, even small percentage differences can have a big impact on the relative success…
Listen to this story with Steven Kurutz’s commentary about why he wrote it. In “Generation X,” the 1991 novel that defined the generation born in the 1960s and 1970s, Douglas Coupland chronicled a group of young adults who learn to reconcile themselves to “diminishing expectations of material wealth.” Lessness, Mr. Coupland called this philosophy. For…
The infamous “war” between millennials and Gen Z has found a new battleground in recent weeks, with a fight brewing on TikTok over workout clothes. There are two camps: People who like wearing tight-on-tight outfits to the gym — think leggings and a well-fitting tank top — and people who prefer baggier ensembles. According to…
For the past few years, opening up social media has felt like standing in front of a fire hose of fashion and internet fads and cranking open the nozzle, full blast. New “it” water bottles are anointed almost quarterly. Influencers urge their viewers to style themselves as coastal grandmothers, ballet dancers, indie sleazers and coquettes…