Assisted Conversion
Gen Z
Creative
Gen Z consumers aim to develop skills outside of the traditional school system.
Trend
What is the Gen Z Creative trend?
Gen Z Creative: 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
The consumer insight behind the Gen Z Creative trend
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.
Trend themes
Themes within the Gen Z Creative trend
Three behaviours holding the trend togetherAlternative 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.
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.
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
What the Gen Z Creative trend means for industry
Where the trend changes the playbookEducation
Alternative models that foster critical thinking and creativity would disrupt the traditional education system and appeal to Gen Z and other younger demographics.
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.
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.
Workshop question
How could your brand appeal to Gen Z's sense of creativity and personal expression?
Trend signals
Trend signals for Gen Z Creative
Trend score 3.3 out of 10, from popularity 43%, activity 47%, freshness 11%.
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Evidence
Examples of the Gen Z Creative trend
9 featured examples from Aug 5, 2020 to Jan 18, 2022Uplifting Gen Z Zines
Magazine for Young Girls Launched its First Issue
Disruptive innovation opportunity to create and distribute independent magazines that cater to specific demographics.
Gen Z Job Platforms
The 'jobamax' App Takes a Targeted Approach to Helping Young Professionals
Integrating the latest technology and targeting the needs of Gen Z professionals can disrupt the traditional recruiting and staffing industry.
Collaborative Artful Spring Fashion
The Dancing Kid — A Teen Romance Capsule Arrives for SS21
High-end fashion brands can take advantage of the edgy designs and bold color palettes to attract a younger audience.
Youth-Focused Creative Agencies
The ADOLESCENT Agency Helps Brands Connect with Gen Z Consumers
Leveraging the expertise of youth-focused creative agencies to create innovative marketing campaigns for Gen Z consumers.
Gen Z-Targeted Creator Applications
Yubo Has Debuted the Pixel Reward Program to Pay Its Creators
Developers should explore new tools for monetizing apps, attracting engaged audiences, and incentivizing user-generated content.
AR Makeup Tutorial Platforms
YouCam Tutorial Provides Interactive Step-by-Step Education
Beauty brands have the opportunity to leverage AR makeup tutorial platforms to engage and educate their customers on the latest beauty products and techniques in a highly personal…
Photography Mentorship Programs
The Break Free Program by Olympus Appeals to Gen Z & Millennials
Industry professionals have an opportunity to mentor and guide aspiring photographers and videographers to help bring innovative and disruptive creative projects to fruition.
Enlightening Fashion-Branded Podcasts
PacSun Recently Launched the PACTALKS Podcast Series
Fashion brands can leverage podcasts as a marketing tool to connect with their target audience and drive engagement.
In-App Dating Events
Vibes by Tinder Helps Gen Z Daters Express Themselves Better
The online dating industry can capitalize on the increased user engagement, by integrating in-app events, to provide users with a more dynamic and engaging dating experience.