Gen Z

Understanding Gen Z

Eager to regain the freedom they lost during the global pandemic, Gen Z is ready to change the world, shaping future consumer behavior and with that also impacting brands.

You’ve probably heard of them as Post-Millennials, iGeneration, Zoomers or Generation Z … fact is they are the generation that never knew life without Google. This digitally native generation is social-media-literate, always-on and hyper-informed, and they grew up against the backdrop of social upheaval and climate change.

Today, Gen Z is the world’s largest generation cohort, accounting for one third of the global population. They have the fastest-growing disposable income, which is expected to reach $33 trillion over the next decade. So, no matter what you call this generation, your business future depends on them.

Want to know who Gen Z are and how your brand can connect with this woke consumer?

Join our EU Gen Z Event (Tue Jun 14)!

Based on new proprietary research amongst consumers in Europe, and fuelled by brand illustrations from around the globe, we will highlight how Generation Z is already shaping future consumer behaviour and influencing brands. Based in Europe? Don’t miss our digital event on Tue Jun 14!

Learn what our Gen Z thought leadership and expertise can do for your brand

  • What we do

    We offer presentation and workshop formats with proprietary NextGen research data as well as up-to-date and relevant brand illustrations of how brands can better connect with the marketing-savvy Generation Z.

    What we deliver

    A fresh dose of inspiration for your company’s marketing or innovation team, on request customized to your region, target group or sector.

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  • What we do

    Via a tailor-made mix of research activities, we immerse in Gen Z’s daily lives. Our blend of ‘think’, ‘feel’, ‘do’ and ‘make’ activities provide a 360° collaboration with consumers to truly understand their needs, frictions and aspirations.

    What we deliver

    A fully customized report and concrete recommendations for your product, category, market or target group.

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  • What we do

    We use the power of creative crowdsourcing, a unique solution based on Global Ideation Contests with our eÿeka creative network.

    What we deliver

    A list of 30 to 100 clever inspiring new ideas.

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Ready for the Zoomers - Gen Z report

Ready for the Zoomers?

Gen Z are the digitally native generation: social-media-literate, always-on and hyper-informed. With many Gen Zers coming of age during the pandemic, the past two years put a mark on their lives and outlook on the future. In this report, we shed a light on what makes Gen Z different from the generations before them and what they expect from brands.

Request your download

Discover how our Gen Z expertise is supporting brands around the world

Identifying the brand levers and salience gap for the ABC

In a crowded media landscape, the ABC set out a roadmap for a better connection amongst its Gen Y and Gen Z audiences, a core area of weakness.

HSBC

HSBC advancing Millenials with digital insight activation

HSBC harnessed their structural community and digital workshops during COVID-19, to build relevance with Millennial customers in Indonesia.

Re-engaging Gen Z consumers in Hong Kong for Nike

Re-engaging Gen Z consumers in Hong Kong for Nike

Nike sparked a fresh conversation about sneakers with Gen Z in Hong Kong, reigniting the local sneaker culture.

Gen Z credentials

Contact

Joeri Van den Bergh
Co-founder, NextGen & Sustainability Expert

Contact Joeri
Joeri Van den Bergh