identifying retail and digital opportunities in the gen z era.

our Research process began with examining the retail trends of gen z consumers: how they discover, build affinity, and ultimately trust brand experiences.

The mindset of Gen z is one fraught with anxiety and stress. crisis fatigue due to global issues is compounded by the amount of time spent engaging online and with social media. Young people are seeking out comfrt in nostalgia for perceived “simoler times” the Y2K era, and retro style aesthetics.

there is a desire for honesty and transparency from public figures - and brands. the values of a given brand or product should be immediately clear: high quality,