Who are the Zers, what do they stand for and against and which kind of brands do they love?
Already making up 40% of global consumption and forecasted to soon become the largest spending power, Gen Z is rapidly changing the rules of the game in society, media and marketing.
A qualitative study highlighting the main global trends and the new consumption patterns that young game changers are bringing to surface,
with insights and case histories explaining their life approach, their relationship to technology and their highly developed social and environmental awareness.
This project has inspired: Arnette, Bonduelle, glasses.com.
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