Gen Z is the first digital-native generation (1995 – 2010) that stands out for its activism in defending the environment and under-represented communities. Completely different from the Millennials, these young consumers of the future are raising concerns for luxury and fashion companies, committed to deciphering their value systems and revolutionary communication codes.
“Symposium 2021 – Gen Z between sustainability and digitization”. What is it?
It is an observatory designed to investigate the needs and demands of Gen Z in terms of both products and communication, with the aim of providing companies with a clear road map to follow in order to satisfy their expectations.
A project born from the intuition of Laura Puricelli, a well-known Gen Z strategist and expert in digital strategies with vast experience in the fashion and luxury sectors, and The Sustainable Mag, a leading platform in the field of sustainability. This important partnership results from a common vision of what the future of these sectors will look like. In order to grow, companies will have to invest in two essential factors: Sustainability and digitization.
What is the outcome?
The analysis of Gen Z conducted by Laura Puricelli and her team, will analyze how this generation interacts with online channels and sustainability during the entire shopping journey of a luxury or fashion product. They have been investigated the identity of reference models of Gen Z and the importance of sustainability, with a deep analysis of the most effective ways of communication. A generation capable of contributing to a real cultural shift as Laura reveals:
Gen Z have sparked the birth of innovative business models such as rental, resale, reuse, recycling and more.
Practices that embrace the principles of the circular economy, in which a product is designed to last, extending its useful life cycle as much as possible. This is a fundamental fact that must be taken into account from the design stage of a product, whether it s a piece of clothing, an item of jewelry or a car.
How does Gen Z communicate?
Effective communication is also vital, helping to engage young people through alternative strategies such as gamification and infotainment. As mentioned at the beginning, analyses show that:
In 2025 50% of luxury purchases will be made by Gen Z, making it essential to fully understand their real needs, first and foremost brand reputation.
It is an increasingly decisive component for young people who choose to be loyal to purpose-driven companies capable of transforming intentions into actions. Words are not enough for a generation that wants to demonstrate this through brand activism initiatives. According to Laura Puricelli: “It will be important to know to what extent tomorrow’s consumers are willing to spend more for ethical and responsible production, but also which aspects linked to the theme of sustainability have the greatest impact on purchasing habits. Also not to be forgotten is the component linked to services, which have now become an extension of the product itself, and are capable of involving young people in unique purchasing experiences between online and offline”
What’s next?
The “Symposium 2021, Gen Z Between Sustainability and Digitization” sponsored by IWC, Recarlo and Napapijri, and resulting from the partnership between Laura Puricelli and The Sustainable Mag, is the first in a series that, over the years, will see a metamorphosis both geographically and in terms of context, with the aim of becoming a point of reference for the sector. Promoted by White Show Milano, the observatory will be presented on September 26th in an ad hoc event at Superstudio Più.
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