Suzuki’s talk,Fluidity and Honesty: Gen Z and Identity in 2025, emphasized that brands and marketers need to get a firmer grasp on Gen Z’s relationship with identity. “In the past we’ve seen a lot of tension and conflict and pain around identity. I think that has a lot to do wi...
Generation Z refers to people born between 1996 and 2010. They’re the second-youngest generation, between millennials and Generation Alpha. Gen Z identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19. They’re known as ‘digital natives’—...
MrBeast– Known for his massive YouTube stunts and charitable contributions, MrBeast has captivated Gen Z by blending entertainment with generosity. His product promotions feel organic, often integrated into his larger-than-life challenges. This approach has earned him trust and loyalty from his Gen...
who don't identify as readers ("not-a-readers") to examine the complexity of bookish and non-bookish identity and its connection to reading and media consumption habits. Additionally, this article examines other bookish and non-bookish reading behaviors and identities of Gen Z and mill...
Gen Z is themost diversegeneration in terms of race, ethnicity, and identity. Research shows that young people today arecaringandproactive, and far from being “slow, passive and mindless” as they are often described. In fact, they are willing to take a stand and break their habits if th...
Throughout the world, lesbian, gay, bisexual, trans*, intersex, and queer (LGBTIQ+) self-identification has significantly risen among Millennials and Generation Z. However, many studies have overlooked how sexual identity and fluidity among young people are potentially endogenous to ideology, as a...
Notably, Gen Z's sway over their parents has led to a 42% increase in Gen X’s willingness to pay more for sustainable products.1 To effectively engage with Gen Z and harness their market-shaping power, it's important to build a brand identity that resonates with their ideal shopper ...
Gen Z views consumption and brands to (Source:McKinsey): Gain access rather than possession; Express their individual identity;and Show their ethical concern. “The reality is [Gen Z] cares about connections and community —we know this because they prefer to shop in situations where they can ...
bookson Instagram, and more. There is no exact definition of what makes a Gen Z app, but there seems to be a focus on clear communication, access, andcorporate accountability. With at least one-fifth of the demographic identifying as LGBT, brands should probably keep that identity in mind....
Identity insurance No Terms apply. Speaking of disputes, make sure all the information you're seeing on your credit is correct. If something doesn't look right — for example, you're seeing accounts you haven't opened or addresses that don't belong to you — file a dispute. Stay vigilant...