Generation Z

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

Need to Know
28 : 04 : 20

Travis Scott’s Fortnite debut, Levi’s turns to TikTok and Generation Z value how brands treat their employees.

Travis Scott’s world ‘tour’ for Fortnite players

‘Astronomical’ by Travis Scott debuted on Fortnite ‘Astronomical’ by Travis Scott debuted on Fortnite
Travis Scott x Fortnite ‘Astronomical’ by Travis Scott debuted on Fortnite
Travis Scott x Fortnite ‘Astronomical’ by Travis Scott debuted on Fortnite

Global – Rapper Travis Scott debuted his new single ‘Astronomical’ through Fortnite as part of a series of concerts within the game.

The virtual event, which was spread over two days between April 23-25, offered multiple tour dates and showtimes for players across the globe to tune into. Scott's first virtual concert broke records, with 12.3m players participating worldwide.

Before the launch of Scott's Astronomical tour, the collaboration generated significant hype with Fortnite players around the world, who had the option to purchase in-game outfits and Emotes. In the days before the virtual concert, players were also invited to complete challenges to unlock free items.

At a time when many consumers are spending increased amounts of time engaging in at-home entertainment, this shows how record labels and musicians can target digital consumers with new iterations of Social Media Music.

Still Room is a space designed for silence

Still Room by Studio Corkinho, Antwerp. Conceptualised by Cédric Etienne and Photographed by Piet-Albert Goethals Still Room by Studio Corkinho, Antwerp. Conceptualised by Cédric Etienne and Photographed by Piet-Albert Goethals
Still Room by Studio Corkinho, Antwerp. Conceptualised by Cédric Etienne and Photographed by Piet-Albert Goethals Still Room by Studio Corkinho, Antwerp. Conceptualised by Cédric Etienne and Photographed by Piet-Albert Goethals

Antwerp – Studio Corkinho has designed a multi-purpose space that celebrates silence and stillness.

Located inside Noorderpershuis, a 19th century building in Antwerp, Still Room has been designed to inform ongoing research into the studio’s 'architecture of stillness' concept. Fusing natural light with natural materials – including burnt cork and oak – the space invites visitors to pause and reflect. The studio intends to use Still Room to host yoga sessions and silent meditation events.

The space addresses how the perception of silence and its benefits can take the shape of a building. ‘In 2019, I decided to dedicate myself fully in the study of the architecture of silence, visiting sacred places and inspiring architecture to understand the conditions of silence,' says Cedric Etienne, designer and co-founder of Studio Corkinho.

In a recent interview with Claus Sendlinger, founder of Design Hotels, we discuss how the design of hospitality spaces can invite consumers to slow down and contemplate.

Levi’s and TikTok experiment with social commerce

US – Levi Strauss & Co. has partnered with TikTok to become one of the first brands to use the platform's ‘Shop Now’ buttons.

The partnership allows users to make purchases directly through links posted to TikTok. Levi’s teamed up with TikTok influencers including Callen Schuab and Gabby Morrison, who created videos of them making their own customised denim using the brand's Future Finish technology. TikTok users viewing the influencers’ videos could then click to buy the same design on Levi.com.

'TikTok was the perfect platform for us to expand our efforts in social commerce. Over the last decade, we’ve been on a journey to not only grow our digital footprint, but also help our fans buy our products at the point of inspiration, when they see something they love,' said Brady Stewart, managing director, U.S. Direct to Consumer at Levi's.

As discussed in our interview with influencer marketing expert Alessandro Bogliari, TikTok presents creative marketing opportunities for brands and retailers.

Levi's x TikTok Levi Strauss & Co. in partnership with TikTok and TikTok influencers

Stat: Employee safety is key for Generation Z

The majority of Generation Z say the main action they want to see from brands during the current pandemic is ensuring employee and consumer safety, according to a survey by DoSomething Strategic.

Among this group, 73% said they want brands to protect their employees financially. This means brands must match the positive messages on they convey on their platforms with adequate employee and customer support. Meredith Ferguson, managing director at DoSomething Strategic, says: ‘Young people are attuned right now to how employees are being treated by brands and organisations in particular. That’s where their loyalty lies.’

In order to establish and maintain customer loyalty, brands are repositioning traditional sales assistants as aspirational brand broadcasters. For more, read our new Feedback Frontiers macrotrend.

Related to Generation Z

You have 2 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more