Insight
23rd January 2024
Born through the mid-1990s to early 2010s, Gen Z is making waves in both consumer trends and workforce dynamics, forcing brands and corporations to rethink their game plans.
Let’s take a closer look at what makes Gen Z tick, how they like to communicate, the ways they behave, how they navigate the professional landscape, and what this means for brands and corporations.
"
Gen Z, having grown up amidst smartphones, social media, and instant access to information, are eager for authenticity, and social responsibility. Gen Z seeks meaningful connections, values diversity, and champions social causes. For market researchers, understanding how these motivations impact their decision making is highly important.
In terms of market research, questions around brand alignment with social causes, sustainability practices, and ethical business conduct can unveil insights that may help shape products and messages that resonate with Gen Z’s unique perspectives.
Often hailed as the first true digital natives, Gen Z’s communication style somewhat mirrors their upbringing. Short-form content and visual platforms like TikTok and Instagram have become the communication channels that they resonate with most. This shift towards visual communication may necessitate a re-evaluation of current advertising methods.
Market research can explore the effectiveness of short-form content, visual storytelling, and interactive marketing campaigns to engage Gen Z.
Also, Gen Z values transparency and directness. For brands looking to build trust, using transparent communication may become a highly effective in connecting with this generation. Market research can allow brands to discover their preferred platforms, content formats, and communication channels, and allow them to make a lasting impact on Gen Z consumers.
"
Gen Z have a desire for instant gratification, shorter attention spans, and a preference for personalised experiences, and these can all influence their behavioural patterns. Companies therefore may wish to consider understanding their online shopping habits, factors influencing brand loyalty, and the role of peer influence.
Adapting and creating immersive, personalised, and socially shareable experiences both online and offline, could be highly effective in capturing the attention and loyalty of Gen Z.
As Gen Z takes its place in the workforce, they bring a unique set of expectations and work habits. They prioritise flexibility, diversity, and a healthy work-life balance.
Companies that offer remote work, inclusivity, and continuous learning opportunities stand in good stead to attract this generation.
Gen Z are tech-savvy and like to work collaboratively, making them adept at multitasking and harnessing technology to enhance productivity. For companies hoping to harness Gen Z’s potential in the workplace, fostering a collaborative work environment and integrating cutting-edge tools may be beneficial. Market research can help companies create a culture that aligns with these values.
Understanding Gen Z’s way of communicating is important for brands. Crafting marketing messages that align with their values, utilising visual content, and boosting social media platforms can enhance brand engagement.
Gen Z greatly values corporate social responsibility. Companies that actively contribute to social causes and demonstrate ethical business practices may gain favour with this generation. Market research can help identify the specific causes that resonate most with Gen Z.
Organisations that want to attract and retain Gen Z employees may need to rethink their workplace culture. Flexibility, diversity, and continuous learning opportunities should be integral components of the work environment. Market research can provide insights into the most desirable workplace attributes for Gen Z.
Gen Z’s deep-rooted affinity for technology means companies need to stay ahead in terms of innovation. Researching the latest tech trends and understanding how to integrate them into their products, services, and workplace practices may give them a competitive edge.
Trust is something that Gen Z value. Companies that are transparent about their practices may be more likely to earn the trust of this generation. Market research can uncover the specific areas where transparency is most valued by Gen Z consumers.
Brands and companies that understand the intricacies of Gen Z’s mindset as consumers can build lasting connections and thrive in this ever-evolving landscape.
In a world where authenticity, social responsibility, and technology integration take centre stage, market research can delve deep into the heart of Gen Z to understand their preferences and priorities.
Market research journal
Turquoise won the Landscape Institute award for climate change research with National Trust.
The new normal highlights increasing inequality, with more opting for private healthcare.
Market research shows UK utilities have record-low customer satisfaction and rank least friendly.
The higher education sector has faced rapid changes, including hybrid learning and global competition.
Born mid-1990s to early 2010s, Gen Z is reshaping consumer trends and workforces.
Changes in the way we generate energy have recently come into sharp focus.
The cost-of-living crisis hinders UK households' ability to afford essentials, donations.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Product success depends on thorough market research, especially in international markets.
Colour is crucial in branding design, requiring alignment with business strategy.
2020-2021 disrupted education, with 2022 bringing new but equally daunting challenges.
Charities face ongoing struggles post-2020, unlike other sectors recovering from disruptions.
The UK's 2050 net-zero pledge requires major policy changes and lifestyle shifts.
The UK water industry faces ongoing challenges with scarcity, demand, and aging infrastructure.
We make thousands of daily decisions, ranging from trivial choices to life-changing ones.
The oil and gas sector faces major transformation, with geopolitical events driving price hikes.
A holistic sustainability approach outperforms piecemeal efforts, despite conflicting priorities.
Higher education is evolving, with increasing global enrolment in various learning formats.
Ongoing market research is crucial for achieving business growth, new markets, and success.
Entrepreneurship is booming, but poor planning causes one-third of businesses to fail.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Entrepreneurship is booming, but poor planning causes one-third of businesses to fail.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Turquoise won the Landscape Institute award for climate change research with National Trust.
The higher education sector has faced rapid changes, including hybrid learning and global competition.
2020-2021 disrupted education, with 2022 bringing new but equally daunting challenges.
Higher education is evolving, with increasing global enrolment in various learning formats.
Born mid-1990s to early 2010s, Gen Z is reshaping consumer trends and workforces.
Product success depends on thorough market research, especially in international markets.
Colour is crucial in branding design, requiring alignment with business strategy.
We make thousands of daily decisions, ranging from trivial choices to life-changing ones.
Ongoing market research is crucial for achieving business growth, new markets, and success.
Entrepreneurship is booming, but poor planning causes one-third of businesses to fail.
Entrepreneurship is booming, but poor planning causes one-third of businesses to fail.
Market research shows UK utilities have record-low customer satisfaction and rank least friendly.
Changes in the way we generate energy have recently come into sharp focus.
The UK's 2050 net-zero pledge requires major policy changes and lifestyle shifts.
The UK water industry faces ongoing challenges with scarcity, demand, and aging infrastructure.
The oil and gas sector faces major transformation, with geopolitical events driving price hikes.
