Gen Z consumers aim to develop skills outside of the traditional school system
Trend - Today's Gen Z consumers are increasingly turning to platforms, services and spaces that expand their worldviews and skills, but without the constraints of traditional schooling. Everything from photography programs to financial literacy courses allow them to better hone skills that they aren't often exposed to in the education system.
Insight - Gen Z's willingness to stray from traditional educational norms comes from two main sources. The first of these is that their exposure to political and social issues has made them critical thinkers from a young age, and so they're more likely to explore learning options that don't box them in, and are inclusive. The second source is their social media habits, where things like technical skills and creativity are celebrated between peers--giving Gen Z more motivation to hone skills and hobbies for the sake of enjoyment and sharing, rather than promotion and employment.
Insight - Gen Z's willingness to stray from traditional educational norms comes from two main sources. The first of these is that their exposure to political and social issues has made them critical thinkers from a young age, and so they're more likely to explore learning options that don't box them in, and are inclusive. The second source is their social media habits, where things like technical skills and creativity are celebrated between peers--giving Gen Z more motivation to hone skills and hobbies for the sake of enjoyment and sharing, rather than promotion and employment.
Workshop Question - How could your brand appeal to Gen Z's sense of creativity and personal expression?
Trend Themes
1. Alternative Education - Gen Z consumers are turning to platforms, services and spaces that expand their worldviews and skills, but without the constraints of traditional schooling. This trend suggests the opportunity for creating new educational models that focus on critical thinking and creativity.
2. Youth-targeted Marketing - With Gen Z being a significant percentage of the marketplace, brands should actively focus on connecting with younger audiences. To appeal to Gen Z, brands should collaborate with young creators and use social listening to keep up with their values.
3. In-app Gamification - With gamification being successfully integrated into platforms like Yubo, creators and brands can find opportunities to monetize through virtual or digital products. Companies can also engage their audiences with interactive events and gamified experiences.
Industry Implications
1. Education - Alternative models that foster critical thinking and creativity would disrupt the traditional education system and appeal to Gen Z and other younger demographics.
2. Marketing - Youth-targeted marketing approaches that involve collaboration with young creators and social listening could disrupt marketing strategies for reaching younger audiences, especially for companies that struggle to connect with Gen Z.
3. Technology - In-app gamification presents a potential area for innovation in the technology industry, through virtual or digital products, interactive events, and gamified experiences that incentivize users and creators.
