Generation Z

Discover the nascent trends, behaviours and perspectives of Generation Z, as the world's largest demographic enters adulthood.

Need to Know
18 : 12 : 19

Architects plan Canada’s city of the future, Jose Cuervo’s eco-friendly agave straws and Britons would be happy with festive pension contributions.

Airbnb’s latest campaign celebrates Chinese traditions

Lost & Found, Airbnb, China

China – The home-stay platform has launched a campaign designed to connect younger Chinese travellers with their roots through the country’s cultural traditions.

Created by Mother Shanghai in collaboration with film-makers Lucky Sparks, the campaign's Lost & Found film is being rolled out across Airbnb’s social platforms with the aim of promoting local cultural experiences in China. The initiative is designed to elevate 40 Intangible Cultural Heritage (ICH) experiences in Beijing, Chengdu, Guangzhou and Qiandongnan by showing younger travellers’ reactions to a series of Chinese traditions. ‘Our mission at Airbnb is to bring people together, sharing experiences and building communities. It’s worrying that as generations pass, culture gets forgotten. This film is our contribution to help culture be remembered,’ reads an Airbnb statement.

With many young Chinese people unaware of the intricacies of their heritage, Airbnb hopes to educate and uncover the nation’s rich history. As we explore in our Emerging Youth: China Market, the notion of the Chinese dream is on the rise as the American dream falls out of favour.

A rural Canadian town could become the city of the future

The Orbit by Partisans, Innisfil, Canada The Orbit by Partisans, Innisfil, Canada
The Orbit by Partisans, Innisfil, Canada The Orbit by Partisans, Innisfil, Canada

Canada – Architecture studio Partisans has unveiled a proposal to advance the rural Canadian town of Innisfil through a range of new technologies that will upgrade its existing agricultural infrastructure.

In a bid to create a smart community, the plans involve fibre optics, autonomous vehicles and drone ports to enhance the rural setting. This futuristic city, called The Orbit, will improve connectivity, citizens’ transport mobility, and amenities to give residents the benefits of city living in a more rural setting. Prompted by the introduction of a new regional railway service, Go Transit, the project marks the latest development for the forward-thinking Innisfil area, which has already embraced the benefits of cryptocurrency and was among the first cities to pilot the Uber app. Partisans notes: ‘The Orbit is our vision for a complete, cutting-edge community where small town and rural lifestyles are enhanced by the benefits and attributes of urban living.’

With the hope of creating an environment fit for holistic modern needs, Partisans is catering for the need for Smart Cities that develop the notion of what it means to be a city-dweller.

Jose Cuervo launches agave-based bio straws

Mexico – Created in partnership with scientists at BioSolutions Mexico and the production team at Mexico-based materials specialist Penka, the project aims to introduce agave-based straws to bars, restaurants and Jose Cuervo events across the US and Mexico in 2020.

By using bio-straws, the alcohol brand not only aims to reduce plastic straw usage, it is also using waste from the tequila-making process. In turn, using agave as the main material for the straws means they will decompose up to 200 times faster than regular plastic; in landfill conditions, they will be able to completely biodegrade within one to five years because of their ability to be consumed by microorganisms.

With consumers increasingly knowledgeable about the impact of plastic and the growing number of bio-alternatives, they are embracing brands that help them live more environmentally friendly lives. As we explore in our Bio-bottles microtrend, a number of drinks brands are offering alternatives to plastic bottles to combat ineffective plastic disposal.

Jose Cuervo Jose Cuervo

Stat: Generation Z want pension contributions over cash

According to self-employed pensions firm Penfold, nearly half (48%) of 18–25-year-olds say they would rather have a £40 ($52, €47) contribution to their pension than £40 cash.

Meanwhile, 40% of Britons of all ages say they would love to find a pension contribution in their stocking this Christmas. Meanwhile, only a small percentage (4%) of the 2,000 people surveyed by Penfold said they would be disappointed to receive a pension contribution as a gift. The trend was particularly poignant for self-employed people, with over half (51%) of this audience saying they would appreciate a pension packet for Christmas. As Chris Eastwood, co-founder of Penfold, notes: ‘A pension contribution may seem an unusual choice for a gift but the fact is that a simple, affordable contribution of as little as £10 ($13, €12) a month could give someone a fantastic starting point for a pension and set them up for life.’

We explore this future planning mindset in our Generation Z Money Market, revealing young people to have a conservative approach to spending that is offset by a progressive view of financial technology.

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