1. Leveling Up To The Next-Gen Consumer
FORECAST

2. Access the full report at: psfk.com/report/forcast-z
Leveling Up To The Next-Gen Consumer
A must-have manual for brands to understand and engage with the
next class of consumers, PSFK’s Forecast Z report decodes the
shifting priorities, values and behaviors of Generation Z—a group
defined by their ability to navigate fluidly between identities,
communities, industries and the physical-digital divide. The report
features trends-led research and an in-depth survey of 450 U.S. Gen
Z and Millennials, as well as 8 strategies for brands, retailers and
agencies looking to shift from a Millennial to Gen Z mindset by
resetting established norms around business, art and advertising.
Featured in the 30+ page report:
• Actionable strategies for brands, retailers and agencies to adapt
to the Gen Z mindset
• 8 trends defining the consumer behaviors of the new generation
• In-depth survey results uncovering shifting generational attitudes
• Statistical insights from brands and decision-makers

3. Gen Z are purpose-driven, independent innovators, designing new methods,
growing ideas and developing products. Their minds are set on change,
upheaval, transformation and breakthrough—whether it’s norms, expectations,
standards, definitions and beyond. To them, relevance does not equal ‘likes’;
instead, they value the new and unique. While they aspire to live a beautiful and
luxurious life, despite knowing they’ll have to work hard to attain it. To them, the
challenge is fun—just a video game.
To engage with Gen Z, brands must break away from binary norms, shift their
identities and adapt to a new way of thinking, catering to real humans and their
needs. By leveling their platforms, companies can welcome this new wave of
consumers wholeheartedly to gain their trust. They must learn to collaborate
with them, along with listening to and supporting their ideas.
Enter The Gen Z Reality
Welcome to the Gen Z reality—a new wave of
influence that’s transforming society and
business practices, approaches and mindsets.
Piers Fawkes
Founder and President
Access all Reports and Debriefs
as a PSFK Member:
psfk.com/membership

4. d
Meet Your Gen Z Consumer
At 60 million strong in the United States, they outnumber
Millennials by 1 million—and the oldest are now 22.
THEY ARE THE FIRST
GENERATION TO LIVE
SIMULTANEOUSLY
ON- AND OFFLINE
AND ARE NOT AFRAID
TO SHARE, BORROW
OR REMIX IDEAS
GEN Z REFUSES TO
SEE THE WORLD
THROUGH LABELS
AND INSTEAD
IDENTIFY THROUGH
PURPOSE

5. Leveling Up From Millennial To Gen Z
Gen Z will not tolerate being treated as ‘Millennial-lite’
GEN Z DRIVE
TECH USAGE
SHIFT
GEN Z BELIEVE THAT
THEY CAN CHANGE
THE WORLD
AND THEY
WANT BRANDS
TO HELP THEM
BUT THEY ALSO
WANT TO HELP
THEMSELVES
BUT THEY USE
IT TO CARE
Nearly half of Gen Z
(46%) feel that they can
definitely contribute to
changing the world, a 6%
increase from millennials
Gen Z believes more than
Millennials that brands
should help them achieve
personal goals and
aspirations (+7%)
9 in 10 Gen Z use health
and lifestyle habits to
help control their
mental attitude
There’s a drop off in
computer and laptop
usage between Millennials
(30%) and Gen Z (14%)
9 in 10 Gen Z say that
they use technology to
better understand people
SOURCE: PSFK’s FORECAST Z SURVEY, 2017

6. BUILD YOUR
CHARACTER
Forecast Z Report | #ForecastZ6
Engaging A Gen Z World
CONNECT WITH
YOUR TEAM
ENHANCE
YOUR WORLD
PLAY THE
GAME01
Fluid Identity
02
Mind Control
03
Synced Living
04
Amplified Impact
05
Projected
Persona
06
Human
Marketplace
07
Beta Influencer
08
Z-Coin
1
2 3
4

7. About PSFK
Future of Retail
To get the full report, visit: www.psfk.com/future-of-retail-2018
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About PSFK
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Consulting Services
piers.fawkes@psfk.com
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Membership Success
jeff.weiner@psfk.com

8. Leveling Up To The Next-Gen Consumer
FORECAST