A new way for brands to understand Gen Z's fluid state of mind

Current State: Chaos

Shifting States

New State: Fluidity

Five Principles

Bliss State

About Great State

Chapters

A look at the outdated thinking that's missing the mark with Gen Z.

The surprising truth about Gen Z's predictable unpredictability.

The new lever to
engage and influence Gen Z loyalty.

Five new digital principles to build reciprocal loyalty.

Introducing the new era of brand loyalty.

The people behind the research.

Cracking the Gen Z code

Think you know Gen Z? Think again.

This report is your guide to understanding the next generation of consumers.

Gen Z is often seen as unpredictable, shifting direction seemingly at random. But we believe there’s more to the story. Shifting States offers a new perspective on their nature and how brands can adapt to meet them where they are and where they’re going.

The title, Shifting States, is multifaceted and open to interpretation. For us, it represents the shifting landscape of consumer understanding,
driven by Gen Z’s influence and their own ever shifting internal states that make them uniquely challenging – and exciting – to engage.

What you’ll learn:
- Why Gen Z seem so different to previous generations
- Surprising stats about their relationship with brands, trends and technology
- Practical steps your brand can take to adapt to Shifting States

This is not the last word on an evolving subject, but a contribution to an industry challenge that’s yet to be solved. And we want to know what you think...(so please take our quick survey at the end).

One thing is for sure: Shifting States will challenge what you thought you knew about Gen Z.

An exciting opportunity for
forward-thinking brands