Generation Z

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

Need to Know
17 : 06 : 20

Prose taps out-of-work hairdressers for its beauty content, Generation Z learn philosophy from rap music, and social commerce is swelling in China.

Covid-19: A coming-of-age film supporting Nigerian families

Rise in Light by Alton Mason and Melanin Unscripted in partnership with Khan Foundation & directed by Amarachi Nwosu with cinematography by Soof Light and styling by Ugo Mozie, Lagos

US & Lagos – Supermodel and performer Alton Mason is using his role in new short film Rise in Light to assist vulnerable families impacted by Covid-19.

Partnering with global brand strategy and creative communications consultancy Melanin Unscripted, Rise in Light’s debut is combined with the launch of the #RiseInLight campaign, which aims to support Nigerian youth and their families.

The film, which was shot in Nigeria, focuses on Mason’s character overcoming fear by drawing on ‘the light that lays within him’ and in turn finding his purpose. Premiered by Vogue.com and Dazed Digital, the campaign has raised more than £9,093, ($11,500, €10,178) for the Khan Foundation, a Lagos-based non-profit providing food and basic necessities for households facing loss of income or loved ones during the pandemic. The #RiseInLight campaign will now deliver supplies to more than 300 families in Lagos.

Demonstrating how the arts, entertainment and philanthropy are aligning at this time, Mason and Melanin Unscripted are showing how Generation Z are driving more purposeful social storytelling. Explore how this is also unfolding in India in our recent interview with Tamseel Hussain, founder of Pluc TV.

Prose employs hairdressers as content creators

Stylist Open Call Program by Prose, US Stylist Open Call Program by Prose, US
Stylist Open Call Program by Prose, US Stylist Open Call Program by Prose, US

US – The haircare brand is building a creative community with the help of out-of-work hairstylists.

With salons across the US facing economic strain in the wake of Covid-19, Prose is acting as a creative and financial outlet of support with the launch of its Stylist Open Call Program. The DTC haircare brand is encouraging all certified stylists to submit hair-related photos and videos to be featured on its marketing channels – and stylists will be directly compensated.

Stylists are encouraged to continue submitting content throughout the year, from home haircuts to heat styling and general hair advice. Crucially, posts are not required to feature Prose products. ‘Prose aims to offer opportunities to the stylist community experiencing uncertainty, as well as support their creative power and expertise in a new, unique manner,’ reads a statement from the brand.

Although Covid-19 is heavily impacting those working in the hair, beauty and wellness industries, Prose is thinking beyond the pandemic to continue championing the work of its creative beauty community.

Drillosophy uses rap to teach Gen Z philosophy

UK – The video series gives young music fans access to weekly philosophical discussion.

Launched by inclusive music education programme Roadworks, Drillosophy is a series of six episodes that combine contemporary music culture – including drill and rap music ­– with urban sociology. The aim is to give young people remote access to weekly, fun workshops of critical thinking, alongside educational resources, while they are stuck at home.

Presented by writer Ciaran Thapar and ethnomusicologist Reveal, the episode themes include: writing as catharsis, power and censorship, and the sociology of social media safety. In addition to the weekly shows, Roadworks offers corresponding resources for educators, parents and mentors to download. ‘Technologically, the generational divide between teenagers and even ourselves is so huge and growing,’ says Thapar. ‘I think we’ve got to use whatever we can to connect with young people.’

With Generation Z looking for ways to expand their identities beyond the realm of social media, many are turning to the mind-expanding benefits of traditional arts and pathways for learning.

Drillosophy by Roadworks, UK Drillosophy by Roadworks, UK

Stat: Social media shopping accelerates in China

Zalando Sneakers FW19, Superimpose Zalando Sneakers FW19, Superimpose

New insights forecast the growth potential of social commerce – aka shopping via social media – in China, as such platforms increasingly become storefronts.

According to eMarketer, retail social commerce sales in China are estimated to reach £191bn ($242bn, €214bn) in 2020 to account for 11.6% of total retail e-commerce sales in the country.

In the next two years, China’s hunger for social commerce is anticipated to accelerate further, with eMarketer forecasting it to nearly double in value to £376bn ($475bn, €420bn) by 2023.

Reportedly driving this growth are social apps such as WeChat, whose Mini Programs provide users with access to branded in-app boutiques. Further, social commerce is often focused on deals and shopping events, which makes social buying extremely engaging and convenient for consumers.

In particular during Covid-19, shoppers have turned to retailtainment through social media, hinting at a future of social-first commerce. For more, explore the Multimedia Storefronts foresight in our latest retail macrtorend Feedback Frontiers.

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