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Forecast Z

Leveling Up To The Next-Gen Consumer

A must-have manual for brands to understand and engage with the next class of consumers, PSFK’s Forecast Z 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 report features trends-led research and an in-depth survey of 450 U.S. Gen Z and Millennials, as well as 8 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.

Key Topics

Fluid Identity

Gen Z resist restrictive labels and are instead embracing fluidity when it comes to all aspects of their identity—gender, sexuality and personal brand. Not only are they breaking down binary norms and pushing for equality and inclusivity, they are also shattering boundaries when it comes to the things they consume, such as music and fashion that moves fluidly between genres and defies categorization.

Virtual Collaboration

With increased remote work and distributed team structures, retailers are evolving their creative and productive processes into virtual and/or technology-aided operations. Virtual and 3D platforms, AI mapping tools, and online operations marketplaces are allowing design brands, retailers, partners, and vendors to seamlessly collaborate, share and adapt their work in real time—from any workplace.

Forecast Z

Featured in the 30+ page report:

  • Actionable strategies for brands, retailers and agencies to adapt to the Gen Z mindset
  • 8 trends defining the consumer behaviors of the new generation
  • In-depth survey results uncovering shifting generational attitudes
  • Statistical insights from brands and decision-makers

Additional content:

  • Summary presentation deck
  • Original survey data for US-based Gen Z and Millennials (xls)

Published on: Dec 13, 2017

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