WGSN has published an interesting report on "the Gen Z equation". Edited by Sarah Owen, it identifies a generation "defined by technology, cultural aggregation, fluidity and contradiction". But due to fundamental differences, a generation is for the first time divided into two distinct segments: Me and We.
This is not to be taken too linearly because for these teenagers aged16-21 it's all about fluidity and openness. Most of us can guess Gen Me, consumed with building up a personal brand on social media, and cultivating a visual and often profitable lifestyle. This is not surprising, more and more businesses take into account their Instagram potential, as a picture in a popular feed can be far more powerful than premium paid advertising. But this constant connectivity and social media makes these digital natives more susceptible to depression, anxiety and suicide.
The good news is Gen Me will spend their time engaging in resell culture so much so, that it is set to outpace fast fashion by 2027! This report also uncovers an emerging positive segment designated as Gen We, who face reality or express and embrace their vulnerability and imperfection. For them, collective progress is more important than individual success. They use online platforms to communicate and organise, while ensuring their daily activities bring them purpose.
This is not only highly significant but also exciting, as it gives us a glimpse of a promising future, of a caring generation with values. They are interested in nurturing experiences in other countries and spending quality time with friends and family, in the light of increasing digital saturation. They also use social media, but as a way of congregating online and offline, and to demand the positive change they want to see in the world, mobilising support for new causes and issues.
"It's not about competition for this group - it's collaboration that reigns supreme. Gen We is inspired by the actions of their peers and they empower one another to ignite the change they want to see."