“The glory of each generation is to make its own precedents.” - Belva Lockwood Of the 8.1 billion people on the planet today, over 2.5 billion belong to Generation Z, those born from roughly 1997 to 2012. Gen Z, as they are known, exhibit a unique set of values and preferences, similar to every generation before it, but having endured a pandemic and a burgeoning climate crisis, their priorities are perhaps even more divergent than their ancestors. As Gen Z enters the workforce in larger numbers and gains purchasing power, brands must in turn deepen their understanding of this new audience, whether it be with new products, tailored messaging, or targeted marketing channels. In a future where alternative proteins constitute an increasingly significant part of the food system, how can brands cater to the consumers of the future?
The New Kids on the Block
The New Kids on the Block
The New Kids on the Block
“The glory of each generation is to make its own precedents.” - Belva Lockwood Of the 8.1 billion people on the planet today, over 2.5 billion belong to Generation Z, those born from roughly 1997 to 2012. Gen Z, as they are known, exhibit a unique set of values and preferences, similar to every generation before it, but having endured a pandemic and a burgeoning climate crisis, their priorities are perhaps even more divergent than their ancestors. As Gen Z enters the workforce in larger numbers and gains purchasing power, brands must in turn deepen their understanding of this new audience, whether it be with new products, tailored messaging, or targeted marketing channels. In a future where alternative proteins constitute an increasingly significant part of the food system, how can brands cater to the consumers of the future?