Much of our research focuses on GenZ because they are the next up-and-coming generation that brands and marketers are trying to reach. But GenZ’s influence goes beyond just their consumer power. GenZ’s are also coming into their political power. According to Pew, in this year’s presidential election, one in ten eligible voters are Zs, and…
Folks of all ages are concerned about the state of the world right now (honestly, how could you not be?). However, Gen Zs are more likely than older generations to feel stressed out about current events, especially mass shootings, climate change, and family separations, according to a recent American Psychological Association survey. But Generation Z…
Demand for affordable fashion is evergreen among teenagers who want to wear the latest trends while sticking to a tight budget. Millennial teens drove the rise of fast fashion brands, such as H&M, Zara, Forever 21, as well as digital outlets that deliver cheap clothes right to our doorsteps (see Nasty Gal and Amazon). While…
By Jayne Charneski and Jamie Farnsworth Finn Amazon recently released its third quarter earnings report and was greeted with headlines that included “Amazon clobbered” and “Amazon’s ugly quarter,” despite the fact that the company’s revenue was up 24% — $70 billion in the third quarter alone, (yes that’s billion with a B). You can tell…
Earlier this week The New York Times ran an article titled C.E.O.s Are Not Here To Save Us. It connected the weak stock market performance of Peloton, Dropbox, Lyft, Uber, and Spotify with the companies’ utopian mission statements and their “aspirational rhetoric.” The article goes on to give a few examples of brands failing in their…
Each year we spend time with hundreds of Generation Zs on behalf of clients and brands looking to better understand them. After we connect the dots on all these conversations, trends and themes start to emerge. Until now, we used to exclusively share these trends with our clients. But for the first time we’ve decided…
In the 2018 midterm election a surge in younger voters ages 18-29 helped Democrats retake the House. Many Democrats are counting on an increase in Gen Z turnout to carry them to victory in 2020. Afterall, they’re the students of Parkland, they’re one of the most diverse generations, and they’re passionate about their impact on…
Gen Zs are the latest generation coming of age. They were born between 1997 and 2012. Besides birth years, generations are defined by the most impactful moments of their early lives. What has impacted Gen Zs? Gen Zs have already experienced a recession, wars, terrorism, school shootings, mass shootings, natural disasters, and environmental disasters. All of these…
The New York Times recently ran a piece on YouTube star Emma Chamberlain’s popularity. The article features an in-depth look at her innovative process of creating and editing videos, and her incredible influence on the platform. Beyond the nuts and bolts of video and editing, the audience really engages with her humor and relatability, and we say,…