trend research - wgsn

Link to full reports here:

• The general gist of what I got is the inner rebelliousness coming from Gen Z, vs the introverted ness of Millenials. Both bear a very “us against them mentality”, which stems from lack of trust, especially governments and brands. We also notice a shift with the influencers as well, where gen Z era are increasingly focused on having the truth and the facts, going from drama channels to “the T channels”, exposing influencers and their practices. They do find it easier to follow brand values than government values tho as long as transparency and listening is involved.

• This rebellion is translated in activism and creativity in a very entrepreneurial way, Gen Z era are calculated and don’t hesitate to walk out in the street and scream for justice, we built them a confidence by paving the way for change and they are not hesitating to speak out.

• The world has changed, but not fast enough for Gen Z

• We also have a radical change in self expression, especially in regards to physical bodies in the queer community. It's not about the spirits and gender anymore, like millennials, now it's about breaking taboos about the sex. Not sex, the sexual organs, the body organs, body parts, and what they mean.

• Gen z era are not only looking for change, but all the pressure leads them to look for an escape, which is why there are a lot of rebellious acting outs. As I said, gen z era are calculated, but some fall under pressure, and destroy things as a pastime, if brands provide positive escapism, we could prevent the damage

conclusion | there is a clear difference between millenials and Gen Z and what appeals to each. I think for the new wave of anarchy it would be nice to consider Gen Z and adapting to Gen Z as a possible need for change. But it could also be that Gen Z wants something very different from brands and from society and that they need escapism.

we also see a radical change in the body and the way it is interpreted in WGSN's trend report

References

WGSN. (2017). The Message 2019 Part 1 - Action Reaction (pp. 3,6,7). WGSN.

WGSN. (2017). The Vision 2019 Part 1 – Common Ground (pp. 1-4). WGSN.

WGSN. (2017). The Vision 2019 Part 1 - In Touch (pp. 3,4,7,10). WGSN.

WGSN. (2017). The Vision 2019 Part 2 - Free Style (pp. 1-5). WGSN.

WGSN. (2017). The Vision 2019: Part 1 – Creative Manifesto (pp. 1-5,10,11). WGSN.

WGSN. (2018). The Message 2020 Part 1- Fix the Future (p. 3). WGSN.

WGSN. (2018). The Vision 2020 Part 1 - Empower Up! (pp. 1-3). WGSN.