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Report: Consumer Creators: Selling to Gen Z

Publisched on
March 20, 2022



Generation Z, the 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.

The first truly digitally native generation, Gen Z are used to moving seamlessly between the online and offline worlds, freely expressing themselves across platforms and in real-life interactions. 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.

Quite simply, this is how they grew up… as a generation that is able to adapt to new tech and is simultaneously creator and consumer. Their values can be highlighted with buzz words like authenticity, transparency, empowerment, customization and personalization.

In our last report about this generation, we focused on how brands and retailers needed to adapt to engage and serve this audience. However, the new experiences being built now not only cater to Gen Z, but they are being built by Gen Z in their own vision.

– DAOs as digital coops with distributed responsibilities and egalitarian ambitions
– NFTs that offer new forms of community ownership
– Blockchain tech which is predicated on a publicly available general ledger offers new levels of transparency
– AI tools that allow for personalization at scale
– New ways of working that embrace more flexible, and ‘human’ approaches to work have broken out of the strictures of the 9-to-5

In this report, PSFK provides brands and retailers with a framework that helps them to make sense of this new landscape, with 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.



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