Expect Great Things From Gen Z
We’re turning the generation page. Next chapter: Gen Z. This group is cool. They are interesting and interested. This may be the team that reworks all the sociocultural constructs we’ve been flirting with—feminism, gender identification, diversity. This is the Take Action Generation.
Here, some guideposts for consumer connectivity. Prepare your leadership, marketing, social and design teams—both product and environment—for this new user.
Part go-getter Millennial and part practical Gen-Xer—they’ve mixed the influence of the generation before them and the one that raised them to perfection.
Connected to the world and the issues.
Well-versed in the facts and figures; products and brands.
Hands-on and visual. Entrepreneurial, even.
Conscientiously watching feelings and the footprint
Finding what they need, when and where they need it, no problem.
Accepting of differences—culture, preferences, background, and beliefs.
The Commercial Landscape
Underscored by the Disruptor Class (more to come from TOBE on this), plagued by ubiquity and irrelevance, commerce requires a fresh set of eyes for success.
Once financial market-driven decisions get a rethink.
Read: interesting, NOT cookie cutter. Brands get buddies, not customers.
No dead ends, everything connected for brand immersion.
Empathy over automation. Let a walk-in-their-shoes mentality reign.
Molds and habits need be broken for best consumer-connected results.
Strong leaders will be approaching the new brand-consumer dynamic with an evolved (and hopefully elevated) thought process. Consider yourself warned, C-Suite.
Thinking In The Round
2020 winners will take it all into consideration at once. Siloed thinking becomes undesirable.
Putting Marketing First and Merchandising Second…If It’s Lucky
The current merchandising discipline will be obsolete—season-and wardrobing-centric (look for more TOBE thoughts on this).
Finding ways to limit inventory commitments and reusing space creatively becomes a priority.
Digitally Fit & Flexible
Redesigning, reskinning and reimagining the digital experience as the brand’s flagship presence.