Generation Z

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

Need to Know
16 : 06 : 20

Repurposing advertising space for design graduates, NTWRK hosts a two-day shopping symposium.

The Nationwide Degree Show takes over ad space

Glasgow billboard photographed by Fraser Milne, @frasermilnephotography & key artwork by Hannah Riordan, @hannahriordan_illustration Glasgow billboard photographed by Fraser Milne, @frasermilnephotography & key artwork by Hannah Riordan, @hannahriordan_illustration
Manchester billboard photographed by Em Hagan @emhagan_ & key artwork by Yves Slater, @yvesslater Manchester billboard photographed by Em Hagan @emhagan_ & key artwork by Yves Slater, @yvesslater
London billboard photographed by Andrew Rankin, @notthatrankin & key artwork by Tami Aftab, @tamiaftab London billboard photographed by Andrew Rankin, @notthatrankin & key artwork by Tami Aftab, @tamiaftab

UK – The project helps creative graduates whose degree shows have been cancelled due to Covid-19.

With £49,000 worth of ad space donated by out-of-home media company Ocean Outdoor, the Nationwide Degree Show has taken over billboards across London, Glasgow, Manchester and Bristol. By displaying the work of graduates from UK art and design schools, the project offers a new type of exposure to the general public.

With nationwide degree shows cancelled or postponed, designers Charlotte Weyer, India Pearce and Anoushka Schelleskens launched a call for entries in May. The selected 23 creative projects – ranging from graphic designer to ceramics – were shown across Ocean Outdoor’s digital screens for two weeks, as well as on a dedicated Instagram page.

To see how media companies are upending the industry by sacrificing advertising revenue in favour of a greater cause, read our microtrend on the rise of Civic Ads

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Pandora’s pledge for a recycled jewellery future

Pandora, Denmark Pandora, Denmark
Pandora, Denmark Pandora, Denmark

Denmark – Jewellery brand Pandora is pledging to use only recycled silver and gold to make its future jewellery collections.

The fashion-led jewellery label’s commitment will see it shift entirely to recycled gold and silver instead of newly mined precious metals by 2025. According to Pandora, this change has the potential to cut carbon emissions by two thirds for silver and by more than 99% for gold during jewellery production.

The decision to use recycled precious metals follows decarbonisation targets announced by the brand in January 2020. ‘The need for sustainable business practices is only becoming more important, and companies must do their part in response to the climate crisis and the depletion of natural resources,’ says Alexander Lacik, CEO of Pandora. ‘This is a significant commitment that will be better for the environment and make our jewellery more sustainable.’

While 71% of the silver and gold in Pandora’s jewellery currently comes from recycled sources, its recycled-only future will have further benefits, helping the business reduce water usage among other environmental impacts. Its decision comes as fashion and luxury brands increasingly take a Whole-system Thinking approach to resources and operations.

NTWRK hosts a shoppable online festival

Los Angeles – The video commerce innovator has announced Transfer, a two-day virtual festival combining shopping and entertainment.

The inaugural festival is expected to welcome more than 200,000 shoppers and 10m viewers when it takes place on July 28-29. Over the course of two days, over 30 brands and artists will drop exclusive products, while viewers can also attend insight-driven panels, virtual DJ sets and experiential music performances.

All proceeds from the first-of-its-kind festival will be donated to a charity aiding those affected by Covid-19. ‘With the world shifting away from physical events,’ says NTWRK CEO Aaron Levant, ‘NTWRK is aligning itself to be at the forefront of these new social commerce and digital experiences like Transfer.’

To learn about the other ways NTWRK is shaking up retail with its pop culture-powered video commerce app, read our interview with Aaron Levant.

Zack Bia for Transfer by NTWRK, Los Angeles Zack Bia for Transfer by NTWRK, Los Angeles

Stat: Millennials are choosing traditional living situations much later

Topshop and CALM by Havas London Topshop and CALM by Havas London

According to research by Pew Research Centre, Millennial lifestyles appear to be hugely different to their older counterparts, with only three in ten living with a spouse and child, compared with 40% of Generation X and 46% of Boomers at a comparable age.

Meanwhile, 13% of Millennials live with a spouse and no child; a figure comparable to previous generations. The study also explains this lifestyle in relation to education status, noting that Millennials with a bachelor’s degree or more are most likely to live with a spouse and child.

With an increasing number of consumers choosing to forego parenthood with a motive of protecting the planet, we explore how sustainable brands can target this group.

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