A new generation of consumers is coming of age during a critical, sink-or-swim period for brands and retailers. As Gen-Z gradually joins the workforce and gains financial autonomy, they are set to power even higher rates of consumption.
Gen-Z is also a misunderstood generation, one that is both underestimated and overrated in equal measure. Companies targeting this next generation of consumer need to be able to see through the stereotypes and challenge received wisdom.
This case study puts some of the widely accepted attributes of Gen-Z under the microscope, and interrogates how five industry players — Nike, Brandy Melville, Morphe, Depop and Louis Vuitton — have successfully capitalised on those assumptions.