What you’ll learn: 

• Why Gen Z seem so different to previous generations
• Surprising stats about their relationship with brands, trends and technology  ˆ 
• Practical steps your brand can take to adapt to Shifting States

This is not the last word on an evolving subject, but a contribution to an industry challenge that’s yet to be solved. And we want to know what you think. Let’s talk.

One thing is for sure: Shifting States will challenge what you thought you knew about Gen Z. 

Shifting States isn’t just another report about Gen Z. It’s an insightful exploration into the fluid, dynamic nature of this generation—one that refuses to be pinned down by traditional marketing methods.

Gen Z represents 20% of the UK population, born between 2000 and 2008, and they’re shaking up the rules of engagement. They were born into a world defined by chaos, uncertainty, and rapid change—think economic recessions, digital revolutions, and political upheavals.

This constant state of flux has shaped them into a generation that adapts fast, questions everything, and trusts nothing at face value. Shifting States explores this new landscape, offering a fresh perspective on Gen Z’s internal and external realities, essential for any digital strategy aimed at connecting with them.

Because brands are struggling to connect with Gen Z. Outdated thinking and marketing techniques are failing to resonate, resulting in diminishing returns and brand fatigue. Shifting States was created to solve this problem, providing a deeper understanding of Gen Z’s behaviours and guiding brands on how to genuinely engage with this influential generation through effective digital transformation.

Contrary to popular belief, Gen Z characteristics aren't unpredictable. They are highly adaptive, fluid, and responsive to change. Their behaviours shift depending on their needs in a constantly evolving world.

This fluidity isn’t randomness—it’s strategic. Gen Z evaluates brands, trends, and products through a lens of practicality and adaptability. They make decisions based on their current state, which is always in motion. An agile digital strategy is essential to keep up with their dynamic expectations.

Traditional brand loyalty is dead. For Gen Z, loyalty isn’t earned once—it’s continuously negotiated. They are loyal to brands that listen, adapt, and meet their evolving needs.

This shift demands a new approach: Reciprocal Loyalty. Brands must show commitment first, actively listening and adapting to Gen Z’s preferences. Loyalty is earned, not expected.

Gen Z grew up amidst global crises, rapid technological advancements, and social unrest. Their world has always been in flux, and they’ve learned to navigate this chaos with resilience and adaptability.

This has shaped their expectations of brands. They don’t seek stability; they seek authenticity, fluidity, and responsiveness. Brands that can meet them in this state of flux will succeed, particularly those that leverage digital transformation.

Brands often make the mistake of chasing trends to connect with Gen Z. But Shifting States reveals that 75% of Gen Z are only slightly influenced by trends. They are far more interested in authentic experiences that resonate with their values and needs.

Gen Z is practical. They value product quality, price, and convenience, but they are also highly willing to switch brands for better value or availability. Gen Z characteristics include being pragmatic loyalists—they’ll stick to brands that meet their needs but won’t hesitate to explore alternatives.

Our research suggests that Gen Z’s fluid responsiveness presents a dynamic opportunity for brands to evolve. But how do you harness this potential? Introducing five new digital principles to guide your digital investments—providing a clear framework to help you adapt quickly and capitalize on emerging trends.

Move away from fixed, one-size-fits-all strategies. Gen Z is always shifting, so your brand’s approach must be just as fluid and adaptable. This means ongoing discovery, real-time listening, and dynamic response strategies.

Loyalty isn’t a one-way street anymore. Brands must actively prove their commitment to Gen Z by meeting their needs, respecting their boundaries, and consistently delivering value.

Forget trend-chasing. Instead, focus on genuine, meaningful connections. Be transparent, authentic, and relevant. Gen Z can see through performative marketing—give them substance, not just style.

Gen Z values convenience and seamless experiences. Prioritise effortlessness across every touchpoint, from discovery to purchase. Friction is a dealbreaker—make every interaction as smooth and easy as possible.

The key to engaging Gen Z lies in continuous discovery. Conduct regular pulse surveys, engage in social listening, and adapt based on real-time insights. Gen Z’s needs are constantly evolving, and brands must stay agile to keep up. 

Gen Z is practical. They value product quality, price, and convenience, but they are also highly willing to switch brands for better value or availability. Gen Z characteristics include being pragmatic loyalists—they’ll stick to brands that meet their needs but won’t hesitate to explore alternatives.

Gen Z is practical. They value product quality, price, and convenience, but they are also highly willing to switch brands for better value or availability. Gen Z characteristics include being pragmatic loyalists—they’ll stick to brands that meet their needs but won’t hesitate to explore alternatives.

Gen Z is practical. They value product quality, price, and convenience, but they are also highly willing to switch brands for better value or availability. Gen Z characteristics include being pragmatic loyalists—they’ll stick to brands that meet their needs but won’t hesitate to explore alternatives.

Gen Z is practical. They value product quality, price, and convenience, but they are also highly willing to switch brands for better value or availability. Gen Z characteristics include being pragmatic loyalists—they’ll stick to brands that meet their needs but won’t hesitate to explore alternatives.