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Getting To Grips With A Generation Thats About Contradiction

Jonathan Crane, Client Services Director at FreshBritain discusses why Gen Z are an audience of contradiction, but one that will shape the future.

Brand marketers have poured over what makes them tick. Those of us who belong to other generations are often stumped by what we see. But let’s start with a simple truth. It’s lazy thinking to lump this group of approximately 2 billion people into one large values set, and we’re all guilty of having done it. The same goes for any other demographic, but it’s particularly pertinent here, as ‘Gen Zers’ are still developing and finding an identity.

As marketers, it’s our duty to try to understand and unmask this audience and the complex set of traits they exhibit, because they represent the future — 40% of the world’s population by the end of the decade.

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