sparks & honey’s Latest Report Examines Everything You Know About Gen Z
19 April 2022 - 05:00PM
sparks & honey, Omnicom’s (NYSE:OMC) cultural intelligence
consultancy, has released its latest cultural intelligence report,
Gen Z Complexities: You’ve Only Heard Half the Story. In its new
report, the consultancy challenges the common assumptions of the
Gen Z narrative, examining their related tensions and
contradictions, revealing the nuanced behaviors and attitudes
driving Gen Z’s future. This launch also marks the official rollout
of sparks & honey’s new Youth Culture consulting practice, led
by Hannah Hickman, which aims to help clients understand and engage
this influential generation.
“The one certainty today is uncertainty. Over two years into a
global pandemic, rocketing inflation, climate disasters, and now,
the war in Ukraine, Gen Z is coming of age during extremely
uncertain times, and they’re handling it all in surprising ways by
rethinking foundational elements of day-to-day life,” said Hannah
Hickman, VP, Client Strategy and Head of Youth Culture Practice at
sparks & honey. “While Gen Z might be the most studied
generation yet, it is easy to get a flat picture of them, so we set
out to highlight their dichotomies and discrepancies - that’s where
the real insights now lie.”
In 2015, sparks & honey was one of the first to define the
behaviors and attitudes of Gen Z with its groundbreaking report,
Gen Z 2025: The Final Generation. That research went on to shape
headlines, books and keynotes, as the consultancy partnered with
major brands and C-Suite leaders to understand and engage with Gen
Z. This new report builds on those insights, focused on nuances,
subcultures and contradictions through the lens of five key
complexities, spanning Gen Z attitudes toward politics, money, home
and work, relationships and climate aspirations:
- Gen Z and Politics: Gen Z’s politics are
perceived to neatly fit under a liberal umbrella, focused on issues
like social justice, climate activism, gun safety and voting
rights. But Gen Z are exhausted by politics and frustrated with the
status quo, and research suggests that many are going the way of
their Gen X parents or preferring not to support either party,
driving young Gen Z towards the polarities of democratic socialism
— and for some, far-right politics.
- Gen Z and Money: Student debt, rising
inflation, and completely priced out of the housing market. The
economic and financial turmoil Gen Z has witnessed has made
ambiguity a norm by which they navigate their financial futures.
Gen Z are not willing to place all their faith in traditional
institutions. Instead, they are switching up their approach to
earning money and acquiring wealth, going so far as to reimagine
the role finances play in their short-term or long-term goals.
- Gen Z at Home: The pandemic accelerated the
need to create comfort, safety and flexibility, amid the chaos and
uncertainty of the world. But “Camera Culture” has created a
tension between the private aspects of Gen Z’s home spaces and the
public-facing ones – on Zooms, TikTok, and Stories. There is a
growing need for these young homebodies to take control of their
lives, setting up boundaries with work and socializing.
- Gen Z and Relationships: When it comes to
emotional and physical connections, Gen Z are highly aware of their
own needs. Reframing how and when their needs are met, the young
generation don’t shy away from putting off their relationship
aspirations until they feel solid in their own being. With the
freedom to explore, they are trading in “swipe-culture” for a
return to slow dating where in-depth conversations and real-world
interactions are elevated.
- Gen Z and Climate: Witnessing the realities of
climate change, it’s no wonder the threat of climate inaction is a
major cause of concern for Gen Z, and many in this generation are
committing their lives to finding a solution, changing their career
trajectories and lifestyles in the process. But the effect of their
online lives and spending habits tell a different story.
“As Gen Z gains economic, social, and political power, the
changes they'll look to make will be structural, but not
superficial. It’s our goal to help clients explore how to make
culturally relevant business decisions around the outsized impact
of this new generation of consumers – both inside and outside of
organizations – across brand strategy, marketing, and product
innovation, among other things,” said Terry Young, Founder and CEO
of sparks & honey.
sparks & honey will unpack select insights from this new
report in a special series of Culture Briefings this week - see
here for the schedule. For more information on sparks & honey
Youth Culture consulting practice and the Gen Z Complexities
report, visit:
https://www.sparksandhoney.com/reports-list/2022/4/12/gen-z-complexities.
About sparks & honey: sparks &
honey is a cultural intelligence consultancy helping
organizations understand and take advantage of explosive cultural
shifts, as well as cultural movements that develop over time. They
leverage Q™, their custom SaaS platform, in combination with a
powerful human network to quantify culture, decode future
opportunities and ignite transformation for brands and their
consumers. Produced in conjunction with the World Economic Forum,
sparks & honey’s recent intelligence report, Precision
Consumer 2030, was presented from the stage at Davos in 2020.
sparks & honey is a part of the Omnicom Precision
Marketing Group.
About Omnicom Group Inc.:Omnicom
Group (omnicomgroup.com) is a leading global marketing and
corporate communications company. Omnicom's branded networks and
numerous specialty firms provide advertising, strategic media
planning and buying, digital and interactive marketing, direct and
promotional marketing, public relations and other specialty
communications services to over 5,000 clients in more than 70
countries. Follow us on Twitter for the latest news.
Media Contact:Melanie CaprusoDiGennaro
Communicationsmelanie.capruso@digennaro-usa.com
A photo accompanying this announcement is available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/debb9176-205a-4e87-ac06-67347105f85f
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