1. You might stereotype Gen Z as sort of colourful, rule defying teens. But they’re not. The oldest in the cohort are now 26, and it’s a vital part of any brand’s strategy to connect with them in a meaningful way. This is a generation that grew up through a torrent of sobering world events from the Great Recession, through Trump’s presidency to the climate crisis, and is now entering adulthood in the shadow of the pandemic, trying to build financial independence and stability among rising inflation and the brink of recession.
2. This overwhelming sense of doom has bred a culture of hyper empathy. This elevated awareness of and concern for what’s happening in the world around them can be a help and a hindrance for brands trying to engage with Gen Z. On the one hand, Zers are far more open to opinions that oppose their own, and far more willing to see past the façade to the humans behind a business, which makes them much more accepting of failings and flaws. Conversely, this sensitivity means Gen Z are far less tolerant of misinformation and causewashing.
3. Entering the workforce at a time when rent, energy, food and the rest are at an all time high has emboldened Zers to spend their money on, well, whatever the f*** they want. It’s a kind of “emotional spending” the act of sating emotional hunger with the dopamine hit of a good old fashioned splurge. Gen Z have resigned themselves to never making traditional milestone purchases
like homes, and would rather spend their cash on instant gratification. Chasing that high has led Gen Z to invest a lot more in low key luxuries like takeaways, clothes, skincare, and cosmetics.
4. And perhaps more distinctly zeddy , they’re searching for alternative investment opportunities too, such as crypto, art, wine, and even farms. In fact, a third of Zers choose to invest in alternative assets. While sound investments can be an excellent way to satisfy that ‘treat brain’, many of the alt assets Gen Z are opting for are risky. As the cost of living crisis protracts, there’s an opportunity for brands to help younger investors decode misinformation and improve financial literacy.
5. Much of the way Gen Z present themselves to the world is grounded in vehement opposition to their older counterparts, millennials. From dopamine dressing to cluttercore and beauty maximalism, Gen Z are rebelling against the millennial thirst for unattainable minimalism. Where Instagram created a glossy veneer of conformity for millennials, TikTok has bred a culture of digital tribalism for Zers which presents a unique opportunity for brands to tap into niche audiences and nurture strong roots in the right places. Gen Z want their brand interactions to be as unique as the world they curate for themselves. Simple but hugely impactful changes, such as de gendering product categories like toiletries and cosmetics, would take a huge step towards quelling Gen Z’s rejection of labels and conformity.
6. In fact, that’s just what we did in supporting Superdrug with the launch of their biggest own brand cosmetics range, Studio London. Cosmetics is a hugely saturated and, for the most part, hugely gendered market. We set out to change that. Positioning Studio London as wholly inclusive meant empowering makeup lovers of all gender identities, sexualities, ethnicities and religions.
Makeup is a powerful tool for self expression and Studio London allows everyone to access that. And, with sales outperforming the next best selling range 2:1 at launch, I think it’s fair to say our audience agrees.
7. So, if there are three things you take away, let it be these: Transparency. Always. Gen Z have what some might call an overdeveloped sense of fairness and will not hesitate to call out or
boycott what they don’t like. Tap into the ‘treat yourself’ mindset, responsibly. The cost of living crisis has put a strain on all of us, but it’s particularly tough for a generation who have barely found their feet in adulthood. As total digital natives, their fiscal attitudes are wildly different to generations before them. Learn these attitudes. Support them. Reflect the unique eccentricities of
Zers . Do as we did with Superdrug, and embrace the dynamism, colour and chaos of Generation Z. They’re an extraordinary generation with extraordinary taste. Lean in.