From breaking boundaries to empowering young creators, entrepreneurs and activists, companies are transforming their brand experience to align with Gen Z’s unique needs and values

As Generation Z, the generation of consumers born between 1995 and 2014, come of age, they are already having an outsized impact on the world around them, reshaping cultural, social and business norms. 

The first truly digitally native generation, Gen Z perceive the world through a unique lens, moving seamlessly between the online and offline worlds and naturally embracing digital technology as a tool for self-expression, community building, entrepreneurship and social change. 

PSFK research revealed the differentiated ways in which Gen Z structure their identities, communities and personal goals, with 78% of Gen Z respondents saying that their generation is more open-minded than previous generations, 67% saying that their generation is more creative and 55% saying that their generation is more entrepreneurial.

The report also shows Gen Z consumers look to leverage brands to help them as they seek self-expression, community, entrepreneurial challenge and social change. 

The Gen Z Playbook by business intelligence service PSFK decodes Gen Z’s changing priorities and provides a strategic framework that companies can use to redesign their brand experiences for this new generation of consumers. The 50+ page report presents 8 trends that represent key opportunities to activate Gen Z consumers, supported by 24 best-in-class case studies and quantitative and qualitative consumer insights collected from the Gen Z Survey, a survey of 1,000 consumers conducted by PSFK and our partner Suzy, the real-time consumer polling platform. 

A must-have manual for brands and retailers to understand and engage with the next class of consumers, The Gen Z Playbook by PSFK 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. This original research report provides a strategic framework and actionable takeaways for brands and retailers to transform their brand experience in order to reach Gen Z consumers. It is part of a series that focuses on retail innovation and customer experience to inspire our members. 

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