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PSFK Report

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.