Strategy

Generation Z deeply resonates with European culture but feels a marked disconnect from the European Union. This paradox highlights intriguing contradictions in their political perspectives and raises questions about the influence they could wield in shaping Europe’s future.

Discover how digital ecosystems are redefining identity for Generation Z and Generation Alpha. Uncover the influence of cultural fragmentation, echo chambers, and digital tribes on shaping youth identity across Europe.

Generation Z is transforming the concept of luxury, moving away from traditional notions of exclusivity toward digital-first experiences and immersive connections. Luxury brands are evolving to meet this new era, where scarcity, community, and digital prestige take center stage.

Move beyond demographics—behavior is shaping the future of marketing. Learn how generational archetypes can empower brands to better understand Gen Z and Gen Alpha, crafting campaigns that resonate more deeply and drive greater impact.

Explore how Gen Z and Generation Alpha are reshaping brand loyalty through savvy spending, digital expertise, and a strong focus on value-driven shopping habits.

Explore why Gen Z and Gen Alpha gravitate toward brands that reflect their values, prioritizing authenticity, social responsibility, and ethical practices.

Discover how Generation Z's strong connection to social media shapes their identity, fosters community, and influences career aspirations, all while they navigate the complexities of mental health challenges.

Explore why Gen Z is captivated by TikToks and Reels, and how their passion for short, engaging content is transforming media, marketing, and education. Are you ready to connect with this dynamic audience?