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Gen Z Playbook

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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

Published in: Marketing
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Gen Z Playbook

  1. 1. The Gen Z Playbook Transformational Strategies For Engaging Next-Gen Consumers OVERVIEW
  2. 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 Become A Member To Get The Full Report Access the full report at psfk.com/gen-z-playbook THE GEN Z PLAYBOOK Transformational Strategies For Engaging Next-Gen Consumers
  3. 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.
  4. 4. Promote Free Expression Unite Communities •Fluid Identity •Mind Control •Synced Living •Projected Persona Key Trends And Strategies Explained In The Report:
  5. 5. Empower The Hustle Inspire Positive Change •Z-Coin •Democratized Commerce •Beta Influencer •Amplified Impact Key Trends And Strategies Explained In The Report:
  6. 6. PSFK Membership: www.psfk.com/membership More reports are available through

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