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Author: Astrid von Schmeling

Future-Focused Materiality:


Gen Z is the generation born in the late 1990s and early 2000s. Their world is uniquely different from previous generations because of global interconnections, technology, and social and environmental awareness. Based on a survey of 2000 Americans between ages 18-22, GlobeScan and BBMG‘s latest insight report details 5 strategies that can help brands become aware and respond to radically different expectations of Generation Z.

Gen Z is one most important demographic groups of the future. In what ways is the world and are its people changing? What factors are shaping up the expectations of these groups and how may businesses respond to them?

Know how to navigate the future

Find the report