ECC CLUB Study on Generation Z
Future Needs of Generation Z
Disconnected, traditional, always under pressure
One of the latest trends in the consumer revolution is that Gen Z has a great deal of influence and, in some cases, even the power to decide on a brand's experience - more so than the brands themselves.
Excerpt from the study (page 32) by our expert Abbas Tolouee Senior Consultant
Torn, traditional and under immense pressure - the new ECC CLUB study sheds light on the behaviors, attitudes and needs of Generation Z. In other words, the group of people born between 1996 and 2006, who today are of considerable relevance to companies, not only as customers due to their direct purchasing power, but also as potential employees. IFH Cologne wanted to know what makes this generation tick: What makes Gen Z happy? What dreams are they pursuing? And what fears and concerns are driving them?
Climate change, Corona, a high awareness of inequality in the world and, most recently, the war in Ukraine have left their mark. They have a noticeable influence on the generation's view of the world, its values and expectations, and thus make it very different from previous generations. But what do the everyday life, consumer and media behavior of a generation confronted with such issues look like? With what feelings does Generation Z look at the world of tomorrow? And: What exactly does the generation of the future need? The answers to these questions present companies with a whole new set of challenges, but they also open up a host of new opportunities and possibilities.