How will Gen Z emerge after the pandemic is finally over?  Will their world be what is often referred to as the “Golden Twenties” –
of extravagance, excess, hedonism, the release of pent-up emotions?

Or will they still be laser-focussed on global issues such as global warming or social justice ?

For brands and advertisers looking to engage with Gen Z these are potentially critical questions – “business as usual, or time for a “Gen Z re-think?

We hooked up on Zoom with our Gen Z Community in the second half of 2021 to explore the following issues:

• Looking back – how had lockdown affected them, were there any changes in their beliefs and outlook?
• How did they anticipate behaving after lockdown was totally over?
• What would their ideal society look like in a COVID-free world?
• What were their dreams and hopes across the spectrum of social, personal and working life?

We used proprietary storytelling techniques to help surface emotions. We also shared a range of verbal concepts ranging from the very optimistic to the more dystopian.

The findings are fascinating; we identified six main themes:

– New Reflexivity

– Amplification and Magnification of Existing Convictions

– Ambivalence towards all things Digital

– Togetherness Re-Appraised

– Hedonism: a new Definition

– Working World: Flat, Fair Equal

Get in touch if you’d like a copy of the full report!  contact@happythinkingpeople.com