Gen Z broke something.

I do not sell products to Gen Anyone directly, but the culture they create and the culture that moves them, is what interests me. While entirely US-based (in our very interconnected world), this study presented by Vogue & Archrival is a good read, with some fresh takes, others maybe re-wrapped (as every generation does?). 

🆒 A particular nugget I found interesting? That the responses to “what would make a brand seem cool” are predominantly what you would call well-worn or known ideas- exclusives, sponsoring something, artist/celeb collabs etc. The more things change…?

(While knowing full well of course, that there has never been a silver bullet to coolness!) 😎 

Also- maybe mildly surprised to see no meaningful presence of conscious consumption, sustainability and impact-driven connections.  🌱 

Some quotable quotes: 🗣

- “...traversing the infinite loop of inspiration, exploration, community and loyalty.”

- “It's about entertainment. It's about participation. And most importantly, it's about connection.” 

- “Gen Zs are careful curators of their content who trust their algorithm implicitly to serve them what they want.”