A must-have manual for brands and retailers to understand and engage with the next class of consumers, The Gen Z Playbook by PSFK 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. This original research report provides a strategic framework and actionable takeaways for brands and retailers to transform their brand experience in order to reach Gen Z consumers. It is part of a series that focuses on retail innovation and customer experience to inspire our members.
For a copy of this report, please visit: psfk.com/gen-z-playbook
2. A must-have manual for brands and retailers to understand
and engage with the next class of consumers, The Gen Z
Playbook by PSFK decodes the shifting priorities, values
and behaviors of Generation Z and provides a strategic
framework and actionable takeaways for brands and
retailers to reach Gen Z consumers.
The 50+ page report includes:
• 8 trends that represent key opportunities to activate Gen Z
consumers, supported by 24 best-in-class case studies
• 6 strategic recommendations that brands and retailers can
implement to transform the brand experience for Gen Z
• 6 trends that represent key opportunities to deliver on personal
tastes, supported by 18 exemplary case studies
• Quantitative and qualitative data from the Gen Z Survey, an
original survey of 1,000 US consumers conducted buy PSFK and
Suzy, the real-time consumer polling platform, that provide key
insights into the Gen Z mindset
• 1 in-depth interview with an industry leader who is designing a
new retail experience for the digital-first generation
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Access the full report at
psfk.com/gen-z-playbook
THE
GEN Z
PLAYBOOK
Transformational
Strategies For Engaging
Next-Gen Consumers
3. Understanding Your
Gen Z Consumer
They Are Defined By
Self-Expression and
Open-Mindedness
Open-mindedness is
the top generational
trait for Gen Z, with
36% choosing it as the
adjective that best
describes their
generation. This is an
8% increase over
Millennials.
Key Findings from the
PSFK x Suzy Gen Z Survey
They See Little
Distinction Between
Their On And Offline
Lives
34% of Gen Z say 'my
online and offline
selves are very similar'
and 29% ‘see no
difference between my
online and offline
selves.’
They Are Forging
Their Own Paths
55% of Gen Z feel that
their generation is
more entrepreneurial
than previous
generations.
They Seek Brands
Whose Purpose
Aligns With Theirs
71% of Gen Z believe
that brands and
corporations should
help them achieve their
personal goals and
aspirations.