Expect Great Things From Gen Z

We’re turning the generation page. Next chapter: Gen Z. This group is cool. They are interesting and interested. This may be the team that reworks all the sociocultural constructs we’ve been flirting with—feminism, gender identification, diversity. This is the Take Action Generation.

Here, some guideposts for consumer connectivity. Prepare your leadership, marketing, social and design teams—both product and environment—for this new user.

This Kid

Part go-getter Millennial and part practical Gen-Xer—they’ve mixed the influence of the generation before them and the one that raised them to perfection.

Will Be

Engaged

Connected to the world and the issues.

Informed

Well-versed in the facts and figures; products and brands.

Creative

Hands-on and visual. Entrepreneurial, even.

Compassionate

Conscientiously watching feelings and the footprint

Resourceful

Finding what they need, when and where they need it, no problem.

Inclusive

Accepting of differences—culture, preferences, background, and beliefs.

The Commercial Landscape

Underscored by the Disruptor Class (more to come from TOBE on this), plagued by ubiquity and irrelevance, commerce requires a fresh set of eyes for success.

Will Be

Contracted

Once financial market-driven decisions get a rethink.

Personable

Read: interesting, NOT cookie cutter. Brands get buddies, not customers.

Hyperlinked

No dead ends, everything connected for brand immersion.

Concerned

Empathy over automation. Let a walk-in-their-shoes mentality reign.

Refreshed

Molds and habits need be broken for best consumer-connected results.

The Leaders

Strong leaders will be approaching the new brand-consumer dynamic with an evolved (and hopefully elevated) thought process. Consider yourself warned, C-Suite.

Thinking In The Round

2020 winners will take it all into consideration at once. Siloed thinking becomes undesirable.

Putting Marketing First and Merchandising Second…If It’s Lucky

The current merchandising discipline will be obsolete—season-and wardrobing-centric (look for more TOBE thoughts on this).

Re-Allocating Space

Finding ways to limit inventory commitments and reusing space creatively becomes a priority.

Digitally Fit & Flexible

Redesigning, reskinning and reimagining the digital experience as the brand’s flagship presence.