Generation Z
The paradox generation
Born between 1997 and 2009, Gen Z is the emerging generation with a unique digital-native mindset, shaping trends and consumer behaviors in new and impactful ways.
Key characteristics
- Highly stressed generation, with 50% reporting high stress levels
- Generation Z are experiencing a confidence crisis, with 57% often lacking confidence
- Paradoxical behaviors, balancing health consciousness with indulgent trends
- Strong interest in mental health and well-being
- A generation seeking safety, comfort, and connection in uncertain times
CASE STUDY
McDonald's "Not so Happy Meal"
In honor of Mental Health Awareness Week, McDonald's removed the smile from its iconic Happy Meal boxes to shine a spotlight on mental health and challenge the culture of toxic positivity. This bold move resonates with Gen Z’s focus on authenticity and mental well-being, encouraging open conversations about the pressures of always having to "be happy" and fostering a more honest, supportive dialogue around mental health.
Consumer behavior
of Gen Z in Europe are willing to pay more for brands with a sense of humor and playfulness.
Source: Human8
prefer brands that are on-trend or trendsetters.
Source: Human8
are more likely to pay for brands collaborating with influencers.
Source: Human8
CASE STUDY
Squishmallow
Squishmallow’s $1 billion sales in 2023 underscore its immense popularity, especially among Gen Z, with 65% of consumers aged 18-24. The brand’s success is a testament to Gen Z’s preference for on-trend, culturally relevant products that blend comfort and creativity. Squishmallow’s diverse, collectable characters not only provide a nostalgic escape but also resonate with Gen Z’s desire for brands that reflect their values and personal style, making it a must-have in today’s pop culture landscape.
CASE STUDY
Dr Pepper
Dr Pepper's "Try More Weird" campaign uses humor and unconventional ads to promote its unique flavor, positioning the drink as the perfect escape during work or study breaks. This approach resonates with Gen Z's willingness to pay for brands that offer a sense of humor and playfulness, tapping into their desire for authenticity and fun in an often-stressful world. By embracing the weird and unexpected, Dr Pepper appeals to Gen Z's love for brands that don't take themselves too seriously and keep things light-hearted.
CASE STUDY
Coca-Cola
Coca-Cola Creations engages young consumers with its limited-edition flavors, offering a unique, ever-evolving product experience that fuels excitement and exclusivity. By tapping into Gen Z's love for novelty and trend-driven releases, Coca-Cola fosters a sense of community and urgency, turning each new flavor into a must-try event that resonates with their desire for fresh, shareable experiences.
Generation Z is interested in "damp drinking" and non-alcoholic alternatives
of Gen Z are worried about nightlife safety, leading to a preference for nights in.
Source: Desperados
CASE STUDY
Pernod Ricard
The Absolut/Kahlúa Espresso Martini home kit, promoted by Sabrina Carpenter, taps into Gen Z’s love for cozy nights in. With Carpenter’s hit song Espresso as the backdrop, the campaign appeals to young adults seeking a fun, yet relaxed way to unwind at home. By offering a ready-to-make cocktail experience, this collaboration speaks to Gen Z’s preference for staying in, creating memorable moments with friends, and enjoying premium experiences from the comfort of their own space.
Marketing implications
- Mental health support: Address stress and confidence issues through brand messaging and initiatives.
- Experiential marketing: Create immersive, shareable experiences.
- Humor and playfulness: Incorporate gamification and meme culture in campaigns.
- Novelty and personalization: Offer customizable products and unexpected flavor combinations.
- Influencer collaborations: Leverage authentic partnerships with relatable content creators.
- Safety and comfort: Provide products and experiences that offer a sense of security and well-being.