Generation Z

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

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17 : 07 : 20

Interiors inspired by digital aesthetics, fun yet functional cereal for grown-ups, and China’s reign over luxury consumption continues.

Mas Creations crafts phygital furniture

 Mas Creations by Masquespacio, Spain  Mas Creations by Masquespacio, Spain
 Mas Creations by Masquespacio, Spain  Mas Creations by Masquespacio, Spain
 Mas Creations by Masquespacio, Spain  Mas Creations by Masquespacio, Spain

Spain – Mas Creations is a digital-first furniture brand whose designs are translated from renders to real products by local artisans.

One of the first pieces launched by the brand is the Too Much rocking chair, which combines contrasting colours with experimental materials and forms. Designed with velvet, marble and stainless steel, the result is a playful design that takes aesthetic cues from its digital twin.

Mas Creations has also launched a campaign that taps into its digital origins – a response to the cancellation of Milan Design Week – showcasing 3D renderings of each piece set against backdrops inspired by interiors and artists from the 1970s. Ana Hernández, creative director of Masquespacio, the digital agency behind Mas Creations, explains: ‘Due to [Milan's cancellation] and the lockdown in Spain, we decided to focus all our energy into turning upside-down this official launch and creating a universe that mixes digital with photography.’

As reality becomes increasingly digitised, Mirrored Realms are emerging that allow the artificiality of virtual worlds to be reflected in physical spaces and products.

Cereal for busy adults with a nostalgic twist

 OffLimits, US  OffLimits, US
 OffLimits, US  OffLimits, US

US – OffLimits is a cereal brand for adults putting a new spin on breakfast time.

Spotting an opportunity to create cereal that suits modern adults’ worldly palates and routines, Off Limits is built around the functionality of its ingredients and the nostalgia that comes with eating cereal as an adult.

Its two flavours are represented by packaging featuring grown-up cartoon characters. The energy-boosting coffee and cocoa flavour features a rabbit called DASH, while its more relaxing vanilla and pandan edition is represented by its chilled ZOMBIE mascot. The branding is intentionally fun and youthful, with the characters designed by Obey founder Shepard Fairey’s studio.

Tapping into a sense of nostalgia, the boxes also include stress-relieving activity sheets and tickets that can be exchanged for merchandise from the brand’s online toy shop. ‘We took the prize inside and let you decide, arcade-style... How about limited-edition spray paints, killer keychains and artist collaborated toys and mini-boxes? The possibilities are endless,’ reads a brand statement.

While OffLimits uses characters to appeal to adults, elsewhere supermarkets have been challenged to rethink colourful cereal branding to mitigate pester power from children. For more, explore Healthy Kids Campaigns.

Inactivewear makes tv binges fashionable

Australia – Entertainment streaming platform Binge and online fashion and sportswear brand The Iconic are introducing a range of unisex garments for Generation Z homebodies.

Amid Covid-19 lockdowns and the winter season in Australia, The Iconic has grasped the opportunity to position comfortable clothing for tv binge-watching as Inactivewear – a sartorial jibe at the global rise of activewear in daily dressing.

According to The Iconic, over half of Australians (57%) stated they have streamed at least 20% more content while at home during the lockdown, with its Inactivewear range providing these homebodies with hoodies, sweatshirts, tracksuit bottoms, shorts and socks for their sofa-bound stints.

‘With one in two Australians telling us they love to binge content in loose, comfortable leisure wear, we were inspired to create our own line of luxe-loungewear to help Bingers stream over 10,000 hours of the world’s best shows and movies in style,’ says Louise Crompton, chief marketing officer of Binge.

As we explore in our Generation Homebody Market, from fashion to wellbeing, brands are increasingly focusing their collections on home comforts.

Inactivewear by The Iconic in partnership with Binge, Australia Inactivewear by The Iconic in partnership with Binge, Australia

Stat: The 2020s will be the Chinese Decade for luxury

Gentle Fendi, South Korea Gentle Fendi, South Korea

According to a forecast by Équité, China could account for 50% of the global luxury market by 2030.

In a Jing Daily report sharing Equité's forecast, the 2020s are described as the 'Chinese Decade' for luxury, with the platform citing that 40% of all global luxury purchases are already made by Chinese consumers.

Indeed, the region’s economy was the first to rebound after the Covid-19 lockdown period, with both revenge spending and new attitudes to sustainability emerging as a result of the pandemic.

In late 2019, Credit Suisse reported that wealth in China had overtaken that in the US. With 100m Chinese people among the world’s top 10% of richest people, compared with 99m people in the US, growth in spending and wealth creation is anticipated in the years ahead.

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