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WTF is a Gen Z?

Discover the hidden secrets of the next generation of movers, shakers, and ‘selfie-takers’ (🙄) via our co-created trend report on Gen Z


Thumbnail: The Digi Fairy

Banner: Creative direction and production by The Digi Fairy for Estée Lauder UK

We’re sick of lazy generation generalisation – so we decided we’d ask Gen Z how they’d like to be represented to the wider world. How many ‘Gen Z characteristics’ can be put down to simply being young? What do Gen Z think about the assumptions made about them? What aspects of youth culture do they think have been ignored by Gen Z market research? What would ‘Gen Z’ want you to know about themselves if they had the opportunity?And more importantly – what does ‘yeet’ really mean? 


This is Gen Z in their own words: a co-created trend report produced in collaboration with over 850 young people and our own in house Gen Z insights team.

For more content like this, explore the rest of the Digiverse, or connect with us on TikTok or Instagram. If you’re a brand or business and want to inspire your audience in innovative ways, reach out to our strategic & creative lab


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