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GENERATION Z TRENDS
IMPACTING CONSUMER
BRANDS IN 2016
Stay In-Tune & Ahead Of Future Opportunities
Through Youthvine, we access an influential community of over 1,000 young consumers (ages 9-18) nationwide in an open
dialogue, asking the right questions and engaging them with innovative co-creation projects. Over the years, our process
continues to reveal the unspoken truths and moments of inspiration that help brands cultivate relevance with young people.
We hope you enjoy these 7 insightful trends selected from our Q4 study.
7 GEN Z TRENDS IMPACTING CONSUMER BRANDS IN 2016 1
1 I Influencer Marketing:
Ain’t A Quick Fix
The bar is rising higher than ever to become a valuable online influencer
and, at the same time, more challenging for brands to partner with them.
This is partly because of reduced feed visibility on popular social platforms,
combined with record numbers of young people aspiring to be famous.
Gen Z filters out one-off promotional posts, and obvious sales offers,
making it essential for brands to work smarter with influencers. Influencers
also expect to be compensated for their content machine. Gone are the
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days where a promise of “exposure” is enough to grab a YouTuber or IGer
(Instagrammer) for your brand.
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news experiences. Marriott and other brands are actively pursuing VR
focused marketing opportunities to woo Gen Z and Millennials.
For retailers, it’s just another item to stay ahead of the game on by
selecting brands like Ethika, Stance, and new smaller companies
entering the category.
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Bottom Line: For brands targeting youth outside of the apparel industry,
this new underwear trend represents a unique opportunity for lucrative
collaborations, licensing, and cross-promotional marketing.
4 I Goodbye USTREAM.
Hello Periscope
Second generation live streaming apps like Periscope, Meerkat or Twitch
are easily downloaded on their smartphones. Generation Z is rapidly
flocking to niche live streaming video social networks for real-time
interaction with people from around the world.
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music to dancing, comedy, video gaming and yes, even the
#sleepingsquad!
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the world.
For example, artists and designers have now embraced the movement
toward wearables and are creating unique, youth-relevant collections that
keep Gen Z in style while making their lives that much easier.
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Bottom Line: Be on the lookout for phone charging athleisure pants and
gear. Watch Google and Levi’s transformation of classic styles into tech
platforms that function like a smartwatch and clothes that can make
payments.
JOE’S JEANS
7 GEN Z TRENDS IMPACTING CONSUMER BRANDS IN 2016 7
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Bottom Line: Giving Gen Z customers the opportunity to collaborate
with the creative masterminds at your brand is exactly the level of
human engagement that inspires authenticity and creates remarkable
brands young people love.
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