How To Understand The Fluid Identity Of Gen Z
PSFK's Forecast Z report explores how Gen Z consumers approach all aspects of their identity as malleable and constantly evolving
In order to connect with a new generation of consumers, brands must learn how to tap into the community-driven influence of Gen Z. At the core of this, members of Gen Z want to work together with peers and brands to create things—whether products or positive impact—to satisfy their purpose. Gen Z are resetting the rules of the game and redesigning expectations for the binary norms of society.
In our latest report, Forecast Z, PSFK unpacks the shifting priorities, values and behaviors of Generation Z, to help brands break away from binary norms, shift their identities and adapt to a new way of thinking.
Having rejected binary norms and overt brand association, Gen Z approach all aspects of their identity—gender, sexuality and personal brand—as malleable and constantly evolving. They choose
and change their avatars to represent particular personality traits across mediums and IRL, presenting a persona that they want to express at that moment. Below, we take a closer look at brands that are an expression of these new ideas in the marketplace.
First, Maude is a modern sex toy and accessories company that sells condoms, vibrators and other products. The brand has a “human focus,” is label-free, and stands for inclusion of everyone, no matter their identity—or lack thereof.
In the beauty and welless space, Milk Makeup is a modern cosmetics company that seeks to break the mold of how people wear makeup. It creates digital content and tutorials that show a broad spectrum of gender expressions and looks to reflect the diversity
of its consumers, and it eliminates stereotypes about who wears makeup by showing it can be for everyone.
Finally, Daya is a gender-neutral fashion line designed by the American actress and Gen Z influencer, Zendaya. The clothing line, inspired by Zendaya’s personal experiences, seeks to aid in making the fashion industry more inclusive.
While these examples are relatively new, established brands can take several steps to adapt. First, they must create a gender-neutral brand strategy that goes beyond traditional demographic- based marketing, as well as develop an inclusive brand voice that resonates with an entire lifestyle and welcomes a wider range of consumers. Success in this means that everything will personify the brand identity based on the company’s core values and mission to genuinely and emotionally connect with like- minded consumers.