The 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.

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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)
Immersion

Invite the analysts behind this PSFK report to come and provide a tailored presentation at your office or next conference. We work to tailor our talks to provide context and actionable recommendations for all audiences.

Innovation Workshops

Turn the insights and recommendations found within this report into action through a workshop. Customized specifically for your business' goals, needs and culture, this is a hands-on dive into the ideas and trends in our reports, with a focus on implementing them for your own business or clients. Whether these run from 4 hours to 2 days, your team will leave not just inspired and informed, but ready to take action.

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Report Insights

Gen Z Forecast Z Report Video: Decoding Generation Z

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

Advertising 5 Strategies For Brands Trying To Market To Gen Z Consumers

These key takeaways from our Forecast Z report establish guidelines for brands hoping to connect with Gen Z consumers

Loyalty & Membership Gen Z Wants To Hack Wellness—And Brands Can Meet Them Halfway

PSFK's Forecast Z report takes a look at how Gen Z are using products, environments, diets and routines to stimulate their minds and emotions

Delivery & Logistics Leading The Next Wave Of Wellness With Gender-Inclusive Sex Essentials

Eva Goicochea, co-founder and CEO of sexual wellness startup Maude, speaks to PSFK about the Gen Z demand for inclusive brands in our Forecast Z report

Retail Engaging The Peer-Driven Marketplace For Gen Z

PSFK's Forecast Z report examines Gen Z's interest in a peer-to-peer marketplace and what it means for brands and retailers

Gen Z Gen Z Entrepreneurs Are Set To Monetize Their Creativity

PSFK's Forecast Z report describes how an entrepreneurial mindset will turn time into money for Gen Z, with digital currencies and more

Gaming & Play How To Understand The Influence Of Gen Z Consumers

PSFK's Forecast Z decodes the shifting priorities, values and behaviors of Generation Z

Design 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

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