Business Trends

Shaped and influenced by economic developments as well as consumer incentives, the world of business is constantly evolving. Showcasing the most up-to-date information on emerging entrepreneurs, business ventures and retail technology, Trend Hunter’s business category will certainly have you re-thinking how enterprises innovate and where the future of business is heading.

Soft Saving

Gen Z prioritizes value-driven experiences while maintaining future financial security

Trend - Young consumers are embracing "soft saving" strategies that balance immediate experiential spending with long-term financial planning. This generation opens dedicated experience funds alongside retirement accounts, uses detailed spreadsheets to compare thousands of flight options, and prioritizes day trips and shorter getaways to maximize value while minimizing cost.

Insight - Gen Z has witnessed multiple economic crises and observed their parents sacrifice experiences for financial security, often without achieving the promised stability. This has created a fundamental shift in how young consumers view money management. Rather than choosing between financial responsibility and life experiences, they're engineering a third option that delivers both. This generation understands that traditional saving strategies may not guarantee future security, so they're prioritizing mental health and memorable experiences.

Workshop Question - How could your brand help consumers optimize their spending to achieve both immediate satisfaction and long-term security?

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