© 2025 Great State
Our research revealed that designing for effortlessness is now a key strategic imperative to winning Gen Z. Don't waste money on hype. Focus on performance.
But what does that mean in practice? What should you prioritise? How are leading brands adapting right now? What does that mean for everybody else?
You missed out at the time. But you can still listen in to our experts, Virgin Media O2, Joe & The Juice and E.ON Next.
Press play and take notes from our experts and our brand speakers.
We can help you get started on your Gen Z engagement journey. Our team will work with yours to develop:
Experience strategy
Insight programmes
Audience journey mapping
UX audit & optimisation
Prototype testing
Design and build digital experiences: apps, websites, platforms, tools, features, content.
So we know that designing for effortless is now a strategic imperative to win Gen Z, but what does mean for those actually building the experiences? We commissioned six deep dives from our experts that explore how Gen Z's expectations for effortless impact each of their areas of expertise. Read on below.
Deep dives
Andy Ingle, Head of UX
Matt Powell, Creative Director
Ross Gratton, Head of Engineering
Adrian Bryers, Data Strategist
Daniel Vincent, Digital Strategist
Amy Matthew, Lead Copywriter
Ready to unlock your Gen Z advantage in 2026?
A next generation digital customer experience agency.
We are Great State
This data-rich resource focusses on a single, critical shift: the collapse of tolerance for digital effort from Gen Z, and how this is setting the standard across all generations. Most brands invest in features, campaigns and content but our research has shown that Gen Z will gravitate towards experiences that remove every unnecessary step, pre-empt needs and deliver answers before they've asked the question. This report will help you tighten your focus, prioritise your investment and start transforming the foundational elements that will make the difference in 2026. Dive in.
Effortlessness: The defining standard of CX in 2026
Effortlessness:
The defining standard of CX in 2026
Insight report: An Effortless Future
We are Great State
A next generation digital customer experience agency.
This data-rich resource focusses on a single, critical shift: the collapse of tolerance for digital effort across all generations. Most organisations invest in features, campaigns and content but our research has shown that Gen Z will gravitate towards experiences that remove every unnecessary step, pre-empt needs and deliver answers before they've asked the question. This report will help you prioritise your investments and identify the foundational elements that will make the difference in 2026. Dive in.
Gen Z Insight report: An Effortless Future
Download An Effortless Future.
Digital insights for brands ready to earn Gen Z loyalty.