Insights / The Gen Z Shift: Designing for a Value-Driven, Always-On Generation

The Gen Z Shift: Designing for a Value-Driven Generation

There are defining moments for each generation and Gen Z have certainly had some big ones - the Pandemic and it’s associated restrictions on eduction, movement and social interaction, the global recession of 2007-9, and the release and subsequent explosive popularity of the iPhone in 2007 when many of them were just born.

If events shape generations it’s no wonder that this generation are seen as non-conformist, value-driven and wedded to their devices.

Image: Erik Lucatero

When paired with current global issues of unrest, war, climate crisis and financial instability, it’s easy to see why this generation of teens and early adults are reported to be experiencing an unparalleled mental health crisis, with a US McKinsey report labelling them as the generation with the ‘least positive outlook and highest prevalence of mental illness.’

Key statistics often quoted about this cohort include:

40% of Gen Z say they feel stressed or anxious most of the time.
50% + spend over 4 hours a day on social media
50% + follow influencers and buy products they recommend
59% believe AI will wipe out the job market
64% will pay more for sustainable products

The space in which Gen Z shops, learns, sources style inspiration, books entertainment and interacts with brands through advertising is the same space. In a totally different way to previous generations who were advertised to in specific circumstances (advert breaks, posters, magazine content), Gen Z is consuming such content all the time in almost all areas of life, disrupting previous advertising methodologies and blurring the boundaries between entertainment, shopping and learning.

As a generation with a famously 1.3 second attention span for advertising (Yahoo), that lives life through a device, brands have had to drastically pivot communication to be shorter, bolder and more emotionally intelligent. At the same time, increasing cultural sensitivity surrounding gender, sexuality, identity and mental health requires brands to navigate communication more carefully, as one misstep can result in instant backlash.

It might be tempting to conclude that the majority of this generation probably purchase their influencer promoted products on line, but in fact real life retail experience is of more importance to Gen Z than the previous Millennial generation, with 73% preferring to make their purchases in a bricks and mortar shop (Archrival). However, in-depth research into product reviews and comments via influencers and fellow shoppers precede the IRL shopping trip for Gen Z, with one of the most researched aspects being value - in one survey over 45% of Gen Z stated that they conducted price comparisons on line before buying (Archrival).

Image: Nicole Cavelli

With 92% of Gen Z prioritising ‘authentic and true to oneself’ (Ernst & Young), trust must be earned and upheld through immersive and consistent messaging that feels honest, ethical and human.

The building of a durable, engaging brand world must rely on the product in hand instantly and recognisably communicating the brand in 3D; literally at every touch, sight, sound and smell; from the product itself to the way its packaged, shared and talked about.

Our expertise in thoroughly connecting this feeling and emotion to tangible form has led us to work with many of the world’s most authentic brands, creating for them iconic design with clarity of message.