In Brief

PSFK presents a video on Gen Z—a group defined by its ability to navigate between identities, communities and the physical-digital divide

Shortly after the release of our report on Generation Z in December, we presented a summary of the report for PSFK members. Forecast Z is a must-have manual for brands to understand and engage with the next class of consumers. The report decodes the shifting priorities, values and behaviors of Generation Z—a group defined by their ability to navigate fluidly between identities, communities, industries and the physical-digital divide.

The document features trends-led research and an in-depth survey of 450 U.S. Gen Z and Millennials, as well as eight strategies for brands, retailers and agencies looking to shift from a Millennial to Gen Z mindset by resetting established norms around business, art and advertising.

In the video below, PSFK founder Piers Fawkes and researcher Avery McCaffrey present key findings from the report.

For more information on Forecast Z, visit the report page.

Shortly after the release of our report on Generation Z in December, we presented a summary of the report for PSFK members. Forecast Z is a must-have manual for brands to understand and engage with the next class of consumers. The report decodes the shifting priorities, values and behaviors of Generation Z—a group defined by their ability to navigate fluidly between identities, communities, industries and the physical-digital divide.

The document features trends-led research and an in-depth survey of 450 U.S. Gen Z and Millennials, as well as eight strategies for brands, retailers and agencies looking to shift from a Millennial to Gen Z mindset by resetting established norms around business, art and advertising.