A generation defined by their own duality, Gen Z are the Hybrid Generation. Here are nine short films bringing this contradictory cohort to life...
06 August, 2019
Download the full Gen Z Hybrid States report here
Gen Z are many things. They’re health obsessed, alcohol avoiders with a plan to save the planet; but they’re also everyday teenagers intent on breaking rules. While this duality can be a daunting prospect for brands to engage with, one thing is very easy to grasp – Gen Z are now the biggest generation on earth.
There are currently over 2.5 billion of them worldwide. That’s a bigger group than millennials, and a much bigger one than boomers. But how exactly do you speak to a generation in such a constant state of flux? To help answer this question, we’ve been exploring the cultural context that has led Gen Z down this path of duality.
Gen Z are never just ‘one thing’. The connected yet polarised world that they’ve grown up in (think Brexit and Remain; toxic masculinity and new feminism; science and spirituality), means that their values and motivations are combining in unconventional ways. Combinations that we’re now labelling, and embracing, as Hybrid States.
We’ve identified nine Hybrid States that Gen Z occupy:
Hyper Global & Super Local
Traditional & Progressive
Head-Down Hustling & Seriously Slacking
Purpose Driven & New Age Hedonists
Brand Loving & Brand Hating
Analogue & Digital
Scientific & Spiritual
Valuing Real & Faking It To Make It
Experiential & Material
Thanks for watching – please get in touch if you’d like to find out more about working with our Gen Z Hybrid States model.
06 August, 2019