Category
Marketing
Borrowed Relevance
Trend cluster
Category
Gen Z
Market
Brands aim to connect to Gen Z's creativity in their campaigns.
4.3
Trend score
What's Happening
What is the Gen Z Market trend?
Gen Z Market: Gen Z creativity, typically expressed through digital platforms, has become a key quality of this generation. Brands are aiming to appeal to this generation using the same collaborative and creativity-based approach that this generation brings to the pop culture and entertainment space.
Insight
The consumer insight behind the Gen Z Market trend
As Gen Z becomes the demographic that drives pop culture, entertainment and other consumption trends, brands are having to align their values with those of this generation. Gen Z demographics value creativity, collaboration, authenticity and social consciousness--which brands must address if they want to stay relevant to this generation.
Evidence
Examples of the Gen Z Market trend
CategorySocial Good
Philanthropic Gen Z Brands
Favored Nations Mobilizes Gen Z to Support Important Issues
Fashion and apparel brands can create designs and collaborate with artists, actors, influencers and creatives for user-generated activations and massive social media campaigns to…
CategoryFashion
Gen Z-Targeted Skincare Campaigns
Neutrogena Launched its First TikTok Campaign to Debunk Myths
Skincare companies can use technology and social media to connect with young consumers and offer them more educational resources.
CategoryTech
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.
CategoryMarketing
Post-Pandemic Back-To-School Campaigns
The New American Eagle Back-To-School Ads Target Gen Z
Fashion retailers can incorporate AR experiences and personalized marketing strategies into their back-to-school campaigns to engage with Gen Z students and boost sales.
CategoryMarketing
Creative Gen Z-Targeted Phone Ads
Samsung Launched the 'Awesome is For Everyone' Campaign
As seen in Samsung's campaign, consumer electronics companies can benefit from creating products that appeal to the creative potential of Gen Z, allowing them to use their devices…
CategoryLife-Stages
Phone Positivity Campaigns
Billie Eilish x Telekom Highlights Gen Z as Change-Makers
The telecommunications industry is in a unique position to lead campaigns that promote positive phone usage and raise awareness for important causes, like Deutsche Telekom's Billi…
CategoryMarketing
Youth Culture Telecom Campaigns
Deutsche Telekom's Summer Campaign Connects with Gen Z
The telecommunications industry has a disruptive innovation opportunity to target Gen Z with digitally led campaigns that connect with youth culture like Deutsche Telekom's Summer…
CategoryMarketing
Virtual Influencer Insurance Campaigns
This Campaign Uses Rozy to Reach Millennials & Gen Z
The use of virtual influencers in insurance campaigns presents an opportunity for insurance companies to modernize their marketing strategies and appeal to younger demographics.
Workshop question
How is your brand pivoting to better appeal to Gen Z?
Trend themes
Themes within the Gen Z Market trend
Three behaviours holding the trend together01
Gen Z Creativity
Brands are adapting to Gen Z's creative nature by incorporating collaboration-based approaches for marketing initiatives.
02
Virtual Influencer Campaigns
Virtual influencers are being utilized in campaigns to connect with younger demographics and promote unique messaging.
03
Phone Campaigns
Brands and companies are capitalizing on Gen Z's digital savvy skills and phone usage to promote initiatives and to use phones for more than a communication device.
Industry implications
What the Gen Z Market trend means for industry
Where the trend changes the playbookFor
Digital Advertising and Creative Agencies
By incorporating innovative approaches to connect with younger demographic, the industry can drive more brand engagement and byline conversions.
For
Fashion and Apparel
By promoting social consciousness, brands can attract younger, socially responsible consumers who value making a difference and expect brands to do the same.
For
Health and Beauty
By highlighting science-based health benefits, brands can connect and educate younger consumers on the advantages of health and beauty products.
Trend signals
Trend signals for Gen Z Market
Trend score 4.3 out of 10, from popularity 68%, activity 52%, freshness 10%.
Popularity68%
Activity52%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
