By 2030, Gen Z’s purchasing power will overtake that of millennials, and brands are grappling with a drastically shifting consumer landscape. The real challenge facing brands today is that Gen Z is not a singular, cohesive demographic group when it comes to cultural tastes and trends. This generation is unified by their differences and individuality, with research showing that 91% of 18 to 25-year-olds don’t even believe there is such a thing as ‘mainstream’ pop culture anymore.

Instead, what connects them are overlapping ecosystems of online communities and niche subcultures around shared values and lifestyles. As a deeply purpose-driven generation, Gen Z has high expectations: when it comes to brand behaviour, purpose and personalisation are non-negotiable, while loyalty is hard-won – and can be lost in a heartbeat.


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