How to ensure a brand is Gen Z ready
Generation Z are redefining their identities, both on and offline, and this offers opportunities for brands ready to adapt, according to Lauren Kelly, senior client director at Landor Australia.
Brands have always had an important role to play in how each generation expresses its identity. But where once the boundaries of that identity were clear and predominantly analogue; the way that Generation Z (commonly defined as those born between 1997 and 2013) are redefining their identities, both on and offline, offers serious opportunities to those brands ready to rise to the occasion.
How is identity and brand shifting under Gen Z?
Gone are the days of working your way up a clearly defined corporate ladder, this generation relishes the portfolio career. And, when it comes to gender and sexuality, Gen Z embrace the fluidity and freedom to move between.
