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Leveling Up To The Next-Gen Consumer
FORECAST
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
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
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
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
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
About PSFK 

Future of Retail
To get the full report, visit: www.psfk.com/future-of-retail-2018
Bespoke 

Services
Since 2007, our NYC based team
has helped brands leverage
emerging trends through a mix
of consulting services.
PSFK LABS
• Research & Strategy
• Concepting & Consumer
Journeys
• Workshops & Trend Tours
PSFK STUDIOS
• Branded Content
• Newsletters
• Partner Events
Bespoke Services
PSFK
STUDIO
S
PSFK LABS
Membership
Membership
PSFK provides a cultural
intelligence service for
brands and agencies:
• on demand research
• extensive report library
• daily feed of insights
• weekly vertical
newsletters
• immersive events
About PSFK
PSFK 42 Bond Street, 6th Floor, New York, New York 10012 | +1 646 520 4672 | psfk.com | @psfk
Piers Fawkes
Consulting Services
piers.fawkes@psfk.com
Jeff Weiner
Membership Success
jeff.weiner@psfk.com
Leveling Up To The Next-Gen Consumer
FORECAST

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Forecast Z

  • 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 Bespoke 
 Services Since 2007, our NYC based team has helped brands leverage emerging trends through a mix of consulting services. PSFK LABS • Research & Strategy • Concepting & Consumer Journeys • Workshops & Trend Tours PSFK STUDIOS • Branded Content • Newsletters • Partner Events Bespoke Services PSFK STUDIO S PSFK LABS Membership Membership PSFK provides a cultural intelligence service for brands and agencies: • on demand research • extensive report library • daily feed of insights • weekly vertical newsletters • immersive events About PSFK PSFK 42 Bond Street, 6th Floor, New York, New York 10012 | +1 646 520 4672 | psfk.com | @psfk Piers Fawkes Consulting Services piers.fawkes@psfk.com Jeff Weiner Membership Success jeff.weiner@psfk.com
  • 8. Leveling Up To The Next-Gen Consumer FORECAST