Gen Z

Brand Activation & Immersion How Sift's Innovative 'News Therapy' Experience Is Keeping Readers Up To Date Mindfully

PSFK chats with a co-founder of Sift, a news app experience that aims to inform younger readers without adding to their stress, helping them contextualize, navigate and digest current events calmly and thoughtfully as well as curb disengagement

Analysis How Brands Like Dote Are Further Blurring Retail, Entertainment And Socialization

From live influencer-led shopping parties to marketplaces that connect peers in real time, today's democratized commerce platforms are enabling more meaningful, socially-driven transactions

Podcast: Strategies For Cracking The Gen Z Code

In this show, PSFK researchers uncover the values, needs and behaviors of Gen Z consumers as well as offer actionable strategies for brands and retailers to best engage with this unique, purpose-driven cohort

Entertainment How Rec Room Is Providing Digital-First Audiences A Space To Build Relationships

The CEO of the VR platform that allows people from all over the world to connect with each other in user-designed rooms and games tells PSFK about creating meaningful social experiences thanks to cutting-edge creative tech

Features How Immersive Platforms Like Twitch Are Uniting Communities Online

From livestreamed karaoke to mobile VR gaming, immersive digital platforms are helping consumers enjoy meaningful social experiences online

Advertising Expert Insight: How Birchbox's Inclusive Rebrand Helps It Connect With Purpose-Driven Consumers

The subscription box is making self-care more accepting with genderless categories that promote inclusivity and naturally attract consumers like Gen Zers who look for mission-driven brands

Banks, Insurance & Financial Services Zero On Designing A Debit-Style Credit Card Around Younger Consumers' Needs

Zero combines a credit card and checking account in one place, providing consumers benefits like a line of credit and cash back while keeping them accountable and pioneering the next generation of mobile banking with a streamlined, design-led user experience

Gen Z Courting Gen Z With Live-Streamed, Community-Based Events

Journey LIVE is a meditation platform that allows groups of people to meditate together with the help of a live guide, which is attracting Gen Z users who focus on self-care and digital community

Design Why Muses And Media Are Key To Reaching Gen Z

From defining an authentic brand muse to enabling on-demand accessibility across physical and digital touchpoints, here are three steps to align with the lifestyles of today's younger consumers

Children Kashi Collaborates With Teens To Create Cereal Gen Z Actually Likes

Rather than hypothesize on what kids would like, Kashi assembles a team of Gen Zers to produce a new food line that is appealing to younger consumers

Fitness & Sport Why A Human-Focused Fitness Platform Launched A Digital Coach

In a bid to better meet the needs of today's mobile and digital-first consumers, Aaptiv launched a virtual trainer service that helps members achieve their goals on their own terms

Fashion & Apparel How Brands Like Gucci Are Personalizing Digital Communication With Customizable Avatars

In step with the way Gen Z consumers spend their time, leading brands are investing in elevated and personalized virtual communication methods like digital avatars, also opening up new opportunities for retailers to engage with digital-first audiences

Video The Gen Z Playbook Webinar Video

PSFK President of Research and Strategy Scott Lachut guides viewers through the 50+ page loyalty report, which 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.

Millennials Assumption Versus Reality: What People Get Wrong About Gen Z

Lazy, over-sensitive, tech-addicted? Gen Z claps back, setting the record straight for a better understanding of the next consumer class