The article examines the characteristics of Gen Z, challenging the perception of them as chaotic. Instead, they are portrayed as fluid individuals who have adapted to a world defined by uncertainty, instability, and rapid technological and social changes. Key factors shaping their experiences include economic fluctuations, political changes, and the impact of social media. The discussion emphasizes that marketers must tailor their strategies to resonate with Gen Zâs unique mindset, which embraces change rather than resists it, and implement designs that accommodate evolution rather than seek stability.
Expecting Gen Z to behave like previous generations was always going to be wishful thinking - it's time to look at our approach to building a relationship with them differently.
This reality is exactly what our latest research report Shifting States shows, and for brands, not grasping this distinction between chaos and fluidity matters far more than most realise or dare to admit.
However, this is a generation whose lives have been shaped by economic uncertainty, political instability, and a digital environment where attention is the most fought-over commodity.
While older generations can be sceptical about change, Gen Z is remarkably at ease with change, contradiction and complexity, highly skilled at adapting with the times.
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