This shopper marketing & promotion 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.
Refreshing the classic membership program, innovative brands and retailers are creating ongoing value and life-long consumer relationships by attaching exclusive access or privileges to product ownership and community participation. By attaching tiers of offerings to specific products and membership levels, businesses are creating new models where initial buy-in translates to ongoing value, experiences, and services.Programmable Customization
Whether it's meant to be consumed online, offline, or as a hybrid of both, the ability to customize, manipulate and ultimately create a unique-to-me item is a sought after offering among Gen Z's creative class. To help consumers take ownership over the final design, brands are providing them with the digital tools—garment configuration technology, Snapchat filters and automated printing solutions—that allow for personal preference and style while simplifying the end-to-end DIY process.Customer Stakeholders
With the rise of DAOs or member-owned communities, the power dynamic between a consumer and their favorite brand or retailer is becoming a more equitable experience. Rather than joining a passive membership program, consumers are able to register their commitment to a brand, creator or initiative by buying into their business or supporting a piece of work via an NFT purchase. In return, these super-fans are awarded benefits within the company i.e. profit sharing and...
In support of the adidas for Prada Re-Nylon collection, the brands are launching an ambitious, first-of-its-kind community NFT collaboration that brings together consumers from fashion, design, and crypto.How Friends With Benefits DAO Uses Web3 Tools To Build Community
FWB super-fans are awarded benefits and an active voice in determining how the community, business, or initiative grows and expands.Fender Turns The Volume Up On TikTok To Attract Younger Generations
The 76-year old guitar brand is hoping to foster a sense of community around music creation, and help educate the 16-million-strong audience of new musicians who just picked up a guitar for the first time over the pandemic.