A RBA research project to better understand the generation of the future
 
Generation Z, which identifies those born between the second half of the 1990s and 2010, is unique, defined by positive contrasts that shape their behavior and preferences.
A research by RBA Design analyzes their habits and behaviors to identify the best strategies that brands can implement to reach and engage them.
Digital natives represent 30% of the population and the workforce and are today’s and tomorrow’s consumers. Let’s take a look at their behaviors to understand how to communicate effectively with them.

• Digital VS. Vintage: Having grown up with technology, they also love the authenticity of vintage.
• Inclusivity VS. Exclusivity: They value inclusion and fairness, but also appreciate unique and personalized experiences.
• Mental Health VS. Performance: The importance of mental health alongside strong determination for success.
• Fast Fashion VS. Slow Fashion: Sensitive to the environment, they prefer sustainable and quality fashion.
• They prefer digital content and short videos and use social media channels to inform themselves or to stay up to date. Among these, YouTube, Instagram, and TikTok are prevalent. They are sensitive to social and environmental causes and to issues related to sustainability and conscious consumption. 64% of people belonging to the Gen Z are willing to pay more to purchase environmentally sustainable products or services.

Consumer preferences of Gen Z:

• Brands that embody health and well-being, sustainability, authenticity, and inclusivity.
• Growing interest in simple and discreet luxury experiences.
• Preference for healthy foods and eco-friendly lifestyles
• Lower alcohol consumption and preference for organic and artisan wines
• Attention to healthy foods and low-alcohol beverages
• A brand that wants to engage Millennials must therefore take into account all these behaviors and the growing pragmatism of young consumers, who are seeking new models and are turning to influencers and content creators who speak their own language.

The focus is on brands that know how to express content related to health and well-being, sustainability, authenticity, and inclusivity.
As winning strategies for brands are suggested:

• User-generated content and influencer content.
• Support for social and environmental causes.
• Visual and engaging content on platforms like Instagram and TikTok.

A revolutionary generation, aware and demanding, that knows what it wants, how and where to find it.