The Gen Z Playbook by business intelligence service PSFK decodes Gen Z’s changing priorities and provides a strategic framework that brands and retailers 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 over 1,000 consumers conducted by PSFK and our quant research partner Suzy.
This survey shows a generation of true digital natives that perceives 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.
The Gen Z Playbook by PSFK shows how forward-thinking brands are aligning with Gen Z’s values and building platforms that invite authentic engagement and foster long-term relationships.
Business intelligence platform PSFK found that there are key trends defining how Gen Z structure their identities, communities and personal goals. Those trends include:
Synced Living: Using immersive platforms to socialize and collaborate with friends, using shared real-time experiences to enhance, not replace, real life relationships
Democratized Commerce: Embracing peer-driven marketplaces that enable individuals to market and sell their favored products and services to like-minded audiences
In addition to the trends research, by working with polling partner Suzy, the research companies surveyed Gen Z and Millennial consumers and found the following consumer insights that tapped into the trends:
• Their mantra is ‘Be Yourself’: Open-mindedness is the top generational trait for Gen Z, with 36% choosing it as the adjective that best describes their generation. This is an 8% increase over Millennials.
• They live online and offline simultaneously: 34% of Gen Z say ‘my online and offline selves are very similar’ and 29% ‘see no difference between my online and offline selves.’
• They’re forging their own paths: 55% of Gen Z feel that their generation is more entrepreneurial than previous generations.
• They seek brands whose purpose aligns with theirs: When asked to choose the most important trait for a brand to have, 58% of Gen Z choose a brand’s purpose, values & mission, making it their #1 most important trait, whereas Millennials rank it as their third most important trait.
Demonstrating shared values with their customers by investing in the social impact and environmental initiatives and offering customers a way to directly influence which initiatives the brand supports.Wellness Support
Even before the events of 2020, prioritization of wellbeing was coming to the forefront, for consumers, employers and businesses alike. To meet this need, brands are launching new services around mental health and wellbeing, creating greater points of connection.Inclusive Design
Forward-thinking brands and retailers are responding to consumer demands for inclusivity and creating a powerful new paradigm that celebrates all customers. From broadening product ranges to accommodate all consumers' needs and preferences to designing store experiences that are accessible to all levels of ability, retailers are driving value and engagement with their customer base by widening the relevance and applicability of their brands and merchandise.
Birchbox, provider of monthly beauty and personal care subscription boxes, relaunched its BirchboxMan box as Birchbox Grooming in order to be more inclusive for all customers, regardless of their gender. Now, instead of “Women’s” and “Men’s” options, the Birchbox site categories items as “Beauty” or “Grooming,” without dictating which gender they are for.Twitch sets the stage for at-home song performances
Amazon-owned live streaming platform Twitch created Twitch Sings, a karaoke-inspired game and viewing experience that allows streamers to create performances using a selection of songs. Viewers are able to use chat to request songs, give streamers challengers to do on-screen or activate light shows.