Over the past 12 months, we’ve seen an interesting trend across countries and categories in how different generations react to new concepts, packaging ideas and more.

Gen Z is often a predictor of the reactions of many older cohorts’ reactions. They’re sharper, quicker, more sensitive to marketing BS than others, and they say what’s on their mind faster.

These “digital natives” are morphing into sustainability and diversity natives.

It’s important – especially for employers currently – to understand Gen Z and their tolerance (or intolerance) sensitivities better, sure.

But our current perspective: Gen Z is more than just a target group – they’re a lens, a filter through which to view other messages, particularly those with a broader social relevance. And with all the purpose-based marketing going on currently, that’s extremely valuable.

We’ve publised our take on this in the current issue of German trade publication Planung & Analyse. You can download our article here:

Gen Z – Planung und Analyse 4/2021

It’s in German only currently, but software might help you get the gist. Just drop us a line: contact@happythinkingpeople.com or give us a call.

Happy Thinking People has a Series of Insight Studies on Gen Z – covering Food and Drink, Health, Fashion, Media, and their coping strategies for the global pandemic. Drop us a line if you’re interested.