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  • Writer's pictureCharlotte White


Updated: Mar 5

Here at CWWs Insights I help you to predict the future by analysing social, economic and political changes in order to help you predict major changes in consumer habits and desires, so you can future-proof your content.

If you’ve been looking for a deep dive into the world of Gen Z consumers, exploring what’s important to them, how to communicate to reach them and the shifts and strategies brands like yours need to adopt to sell to them then you’re in the right place…

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64% of Gen Z consumers say brands don’t understand their demographic.

Considering this generation are behind so much of the buying power at the moment (a global spending power of $4.4 TRILLION) that’s a pretty large part of the pie to be missing out on. Following a year (or more) of lockdowns predominantly spent online wrestling with isolation, Gen Z has adopted new digital habits and as Gen Z will be the future consumers with money to spend, brands must work to court them now. Here are the two main drivers that can help you achieve just that:

Digital Acceleration:

Social media is both a blessing and a curse to Gen Z, who lean on it to learn and connect even while it simultaneously exacerbates their anxiety…

Over the past year, social media use as boomed with Gen Z scrollers in particular bouncing between multiple screens from dawn till dusk. This equates to roughly 4.5 hours a day on average. This acceleration can largely be blamed on the pandemic, as it forced Gen Z to undergo a major lifestyle shift: working, learning, and finding love online. This massive shift seems to have influenced Gen Z to adopt paradoxical extremes when it comes to their digital behaviour. On one hand, they’re almost addicted to social media, enraptured by the creative possibilities and distracted by the endless escapism that platforms like Instagram offer. On the other, Gen Z has reached boiling point with trolls, toxicity and misinformation prompting some to even opt out of social media altogether to preserve their digital wellness.

Why’s this relevant? Brands need to understand Gen Z’s complex relationship with social media without simply bombarding them with messaging and respect their decisions to take a hiatus or reduce their media consumption. Above all it’s about quality NOT quantity.

The Pursuit of positivity:

Gen Z feels like they carry the weight of the world on their shoulders, but to counter the stress, they’re seeking out content that’s positive and joyous.

Who remembers life before TikTok?! It became the most downloaded app of the year and it’s success can be attributed to the kind of freeing creative experiences it enables within its walls. While it has to be said that the platform faces it’s own share of toxicity, it’s birthed a new era of authenticity, serendipity, compassion and humour online. Gen Z on TikTok have managed to make their mark delivering micro content with macro impact. The body positivity, happy dances and kind acts for strangers all promote smiles and helps with learning random tips and life hacks. From this its clear that Gen Z is desperate for safe social spaces and the freedom to experiment.

What does this mean for you? Prioritising meaning connection, positivity, curation and creativity should be key mantras your content should resonate if you’re trying to pursue this consumer group.


One thing’s for sure, Gen Z is increasingly overwhelmed by content, so brands trying to reach them must be well versed in their humour and share their social values in order to cut through an increasingly cluttered online space. In short: make your content COUNT. If you’re in need of an expert to help your voice cut through the noise, get in touch.

Until next time,

Char x

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