As the world changes digitally and socially, this report looks at how the Generation Z is reshaping what consumers expect.

This generation, driven by an exceptional energy, is propelling major shifts in the market, bringing both challenges and exciting opportunities for businesses.

Structured around 7 interconnected macro trends, the report highlights the importance of understanding GenZ’s values, which go beyond product functionality to include social, environmental, and ethical concerns.

For businesses prepared to face the challenge, this shift presents considerable potential for innovation and growth. By aligning with GenZ’s core values of sustainability, diversity, and authenticity, brands can foster deeper engagement and long-term relevance.

The report identifies specific opportunities within the hospitality and lifestyle sectors, offering practical insights into how these industries can innovate, refine brand experiences, and establish meaningful connections with the next generation.

Download the full report here

BRTN partners with lifestyle and hospitality businesses to define their brand strategy and seamlessly bring it to life across all touchpoints—operationally, experientially, and commercially. Driving performance.

brtn-strategy.com