This PSFK guide is a Gen Z report for brands and retailers to engage a new generation of customers with customization, participation and enhanced ownership.
Gen Z, the first truly digitally native generation, are used to moving seamlessly between the online and offline worlds, freely expressing themselves across platforms and in real-life interactions. This generation of consumers born between 1995 and 2014 has come of age during an unprecedented period of technological evolution, demographic shifts, and changing cultural norms, many of which they are leading.
According to PSFK’s Gen Z’s Consumer Survey 2022, 57% of the Gen Z audience surveyed seeks out like minded community online who share their passions. This freedom allows them to view the world through a unique lens, making creativity and open-mindedness second nature and rendering old constructs and binary norms irrelevant. They are a generation that is able to adapt to new tech and is simultaneously creator and consumer.
Within this Generation Z retail report, PSFK provides brands and retailers with a framework that helps them to make sense of this life stage. It provides guide posts around brand experience transformation and ways in which they should continue to evolve in order to engage with this new generation of consumers.
In this guide, PSFK provides brands and retailers with a framework that helps them to make sense of Generation Z customers, with insights around brand experience transformation and ways in which brands and retailers should continue to evolve in order to engage with this generation of consumers.
This Generation Z retail report includes:
Experts in this video include: Piers Fawkes of PSFK and Retail Innovation Week, Lauren Lyons of PSFK, Lauren Chesley of SXM Media, Anthony Onesto of Suzy, Amanda Howe of Bain and Company, Stanley Lumax of NRG esports and Michael Abata of Shutterfly.
This paper was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen.
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