How Gen Z’s eating habits are redefining luxury
The unlikely gastronomic trends of today’s youth are transforming the food industry – one briney, garlicky, pantry item at a time. If each decade was defined by a food item, the past few years would follow a chronology something like this: avocado on toast in the early 2000s, kale chips and...
Current in Gen Z
How can Gen Z be transparent about use of AI in the workplace
How Can Gen Z Discuss Their Use of AI Tools with Managers to Ensure Transparency and Trust at Work? I love the intention behind this question: recognizing that using AI could be a concern and that the best way to address it is through open discussion. First, don’t assume your manager...
Gen Z are changing the way we think about charity
New studies show that those under the age of 28 are almost twice as charitable as Gen X and Baby Boomers, despite having significantly less disposable income. With traditional outlets like Comic Relief seeing a nosedive in viewership, Gen Z are seemingly transforming the way they give back. Plus,...
Gen Z prefer influencer content over traditional TV and film
A new study shows that young people are favouring social media content over traditional programming, which could be problematic for streaming services in the future. Gen Z choose to watch influencers and creator-driven content via social media apps like Instagram and TikTok, rather than opting for traditional TV on...
Why Gen Z are ‘social searching’ instead of Googling
Reports show that young people are using search engines differently to their parents, opting to trust TikTok and Instagram recommendations directly sent from friends over Google. SEO experts should take note. If you’re a millennial or older Gen Zer, you’ve probably spent most of your time on the internet...
Is Gen Z finally romanticising millennial culture?
As the cyclical conveyer belt of internet trends could have predicted, Gen Z are now obsessed with the generation they fought so hard to shun. But as romanticised images of the early 2010s crop up on social media, is there any truth to these rose-tinted glasses? Gen Z has gleefully...
Why brands must become ‘lighthouses’ for Gen Z skillsets
As the gig economy, hybrid working and entrepreneurship continue to surge in popularity with Gen Zers and students, brands will need to fill the gap that education is failing to address if they want to ensure long-term loyalty. Plus, the second-hand clothing market is set to grow and new Netflix show explores toxic Gen Z echo chambers. Remember the beginning of the pandemic, five years ago? Though it may not seem...
Gen Z and the masterful art of ‘taskmasking’
Welcome to the latest edition of The Gen Zer. This week, we’re looking at the apparent rise of ‘taskmasking’ in the work place and its ramifications for the hybrid office lifestyle. Plus, young people are using AI in schools to help them with coursework and the nuances of the LGBTQ+ community continue to be ignored in research and surveys. When the intensity of the pandemic first began to subside...
How can Gen Z employees use AI without losing critical thinking skills?
How can Gen Z employees use AI to their advantage without losing or failing to develop critical thinking skills? This is a great question. I’ve seen first-hand how automation can boost efficiency - but also create skill gaps. Early in my career, my firm automated investment performance analysis, eliminating 80% of the manual work. But when complex issues arose, newer analysts like me - who had never done it manually -...
When do marketing campaigns cross a line?
Welcome to the latest edition of The Gen Zer. This week, we consider whether brands are overstepping the line in an attempt to resonate with younger audiences. Plus, we look at young people’s eating habits, their confusing sex lives, and dissatisfaction amongst NHS workers in the UK. Earlier this month, IKEA Canada launched a bizarre new marketing campaign that surprised customers with a DM message late at night. The text...
