Generation Z

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

Need to Know
28 : 05 : 20

A socially distanced playground, Vogue and Uber Eats tap into convenience culture, and Britons prefer brand honesty over charitable efforts.

Covid-19: A socially distanced city playground

Rimbin designed by Martin Binder and Claudio Rimmele, Berlin

Berlin – Rimbin is a project that has been designed to enable safe and socially distant play experiences for children.

While the Covid-19 pandemic has resulted in many children having to temporarily avoid communal play areas, Rimbin uses intelligent design to allow interaction while protecting from contagion. The result is a space comprising individual play areas clustered together like lily pads on a pond. Individual play areas also enable different types of play, with options including sandpits, seesaws, ladders and ‘horizontal hamster wheels’.

To create Rimbin, designers Martin Binder and Claudio Rimmele spoke to parents and children to ensure their needs were met. ‘Even though playgrounds have re-opened in Germany, playing together with unknown children cannot be as relaxed,’ explain the designers. ‘Children need interactive outdoor play. For them, the social and physical stimuli are necessary for physical and mental development, and to learn important social skills.’

Post Covid-19, Urban Wellness will become increasingly important, and communal areas will need to be designed around social distancing and hygiene protocol.

A beauty brand for consumers aged 19 to 99

19/99 Beauty, Canada 19/99 Beauty, Canada
19/99 Beauty, Canada 19/99 Beauty, Canada

Canada – 19/99 Beauty is a cosmetics brand launched to open up conversations around multi-generational beauty.

The brand has launched with a small range of colour cosmetics, including a High-Shine Gloss and the Precision Colour Pencil, which is designed to be blendable and easy to wear for a variety of skin tones and stages of life. Available in a bold red, it is multi-purpose and can be used on the wearer's lips, eyes and cheeks.

According to Camille Katona and Stephanie Spence, co-founders of 19/99 Beauty: ‘How we look at beauty is changing. What is appropriate for our age, our position or status, is in flux. We deserve a more open and multi-generational dialogue about what beauty looks like at all stages of our lives, from ages 19 to 99.’

As we explore in our Flat Age Beauty Market, new colour cosmetics launches reflect a demand for age-inclusive products.

Vogue and Uber Eats partner for on-demand delivery

Amsterdam – Vogue Netherlands has partnered with Uber Eats to offer both the fashion issue and Vogue Living on the delivery platform.

Marking the first time that a magazine has teamed up with the online food delivery platform, the collaboration was developed in response to our increased time spent at home during Covid-19. Those who order the magazine through the platform will receive it within just half an hour.

Delivered in a Vogue bag with a personalised card, the service elevates the traditional experience of buying a magazine from a physical location, while making use of Uber Eats' fleet of delivery drivers.

As the demand for Convenience Culture soars in lockdown, media brands are collaborating with food delivery services to offer exclusive access to their products. Read our Media Kitchens microtrend for more.

Vogue Netherlands in partnership with Uber Eats, Amsterdam Vogue Netherlands in partnership with Uber Eats, Amsterdam

Stat: Britons prefer brand honesty over charitable behaviour

IOTA, Global IOTA, Global

According to a study by YouGov, six in 10 Britons would prefer large companies to pay taxes they owe the government, even if it means they stop donating to charities.

Meanwhile, just 18% would prefer companies to continue their charitable giving even if it means minimising their tax contributions. While the Covid-19 pandemic has prompted an increase in charitable activity from big name donors and companies, many consumers have expressed criticism about these donations.

Many consumers have argued that charitable donations are often dwarfed by the figures owed in unpaid tax. Large technology firms in particular have been singled out by the media for their charity efforts during Covid-19.

The global pandemic has drawn particular attention to brands stuck in a cycle of purpose-washing. As we identify in Post-Purpose Brands, there is an opportunity instead for these companies to embrace their imperfections.

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