How To Understand The Influence Of Gen Z Consumers

How To Understand The Influence Of Gen Z Consumers

PSFK's Forecast Z decodes the shifting priorities, values and behaviors of Generation Z

  • 27 december 2017

Gen Z is here and they’re shaking things up with their positivity and overall world perception. In PSFK’s new Forecast Z report, we examine quantitative and qualitative research regarding America’s up-and-coming consumer generation, providing insights into how they feel, why they act as they do and how they use technology.

Gen Z is a generation that identifies themselves first and foremost as open-minded, desiring inclusivity in any way possible. They are purpose-driven and they have expectations of the brands that they shop with; two-thirds of Gen Z feel that brands should help them achieve their own personal goals.

As the first generation to grow up exclusively in a digital world, Gen Z perceives technology and its benefits in a particularly unique light. Technology doesn’t scare them, instead they embrace it for all it has to offer. They are the first generation to live and transition seamlessly between their on-and-offline lives, and as a result they’re able to see and experience how people live across the world, with 88% of Gen Z saying that technology helps them to better understand other people.

Gen Z is also selfless when it comes to creating; they are more interested in getting the job done then receiving credit for it. They are interested in collaborating; Gen Z perceives creative work as a solitary event 12% less than millennials. For Gen Z, creation is not confined; instead, it’s more important for them to create something great, no matter how it gets done.

In order to engage with this new generation, brands must break away from binary norms, shift their identities and adapt to a new way of thinking, catering to real humans and their needs. They must learn to collaborate, become better listeners and actively support the ideas of this generation. For more, read our latest report Forecast Z, which decodes the shifting priorities, values and behaviors of this upcoming group.

PSFK’s Forecast Z decodes the shifting priorities, values and behaviors of Generation Z.  Members can download the report today, or click here to learn more about the benefits of PSFK membership. 

+Brand Development
+gen Z
+Market Research

More in advertising


Three Apps That Help Local Restaurants Maximize Potential Revenue

Mobile applications Lulu, Bagbnb and KettleSpace are aimed at helping restaurant owners stay solvent by putting their dead hours to work through providing services unrelated to food

24 April 2018

The New Yorker’s Latest Cover Comes With A Musical Soundtrack

To get people in the mood for the vernal season, the prestigious magazine's cover plays music with a click of your mouse over the illustration

24 April 2018

The Latest


PSFK’s CXI 2018 conference brings to life key trends in customer experience through talks and activations by pioneers at well known and new companies.

May 18, 2018 | New York City

Billy is co-founder of the Energy Action Coalition and co-founder and CEO of Mosaic. Through his contributions, the Energy Action Coalition has become the largest youth advocacy organization in the world focusing on climate change issues. He has brought together over 50 organizations, encouraged 600 colleges to commit to lowering their carbon footprints and trained thousands of young people to become more aware of climate issues. Billy also developed a proposal to create a Clean Energy Corps to produce five million green jobs. As CEO of Mosaic, he is leading the first peer to peer lending platform for solar power by providing people the opportunity to borrow and invest against solar power. Billy has been named as Rolling Stone magazine’s “Climate Hero”, an Utne Reader's “50 Visionaries Who Are Changing Your World” and was elected as an Ashoka Fellow. Billy is co-author of “Making Good: Finding Meaning, Money & Community in a Changing World.”


Prison inmate turned fitness CEO Coss Marte discussed how he went from selling drugs on a street corner to running a company at Saks 5th Avenue, alongside racks of designer clothes and shoes.

September 27, 2017
No search results found.