{"id":2519,"date":"2018-08-03T15:04:43","date_gmt":"2018-08-03T13:04:43","guid":{"rendered":"https:\/\/cba-design.com\/france\/2018\/08\/03\/what-brands-can-learn-from-gen-z\/"},"modified":"2021-09-08T17:14:21","modified_gmt":"2021-09-08T15:14:21","slug":"brands-can-learn-from-gen-z","status":"publish","type":"post","link":"https:\/\/cba-design.com\/france\/en\/brands-can-learn-from-gen-z\/","title":{"rendered":"What brands can learn from Gen Z?"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Brands, too, are heading towards a VUCA world. Take the alcohol sector, for instance. It’s volatile because trends are changing faster and faster: a new cocktail supplants another cocktail at breakneck speed. Mojito one year, spritz the next, Moscow Mule today. Uncertain because as French vineyards are being bought up by the Chinese (for instance), French uniqueness and expertise is being jeopardised. Complex because the advent of the Loi Evin tobacco and alcohol law, anti-alcohol campaigns and European lobbies mean it is hard for us to make our voices heard. And lastly, ambiguous because it’s a struggle to know what to believe: when it comes to young people, there is both talk of binge drinking and drinking responsibly. We are supposedly drinking less, but better. Or perhaps we will all end up drinking non-alcoholic drinks? Or maybe even alcoholic drinks with health benefits?<\/p>

Since the mid-1990s, we’ve slowly been transitioning from a unilateral, stable period into one that is unilateral and complex.
For brands, it has become just as hard to stand out as it is to keep a consistent course in terms of brand positioning and identity. <\/p>

And yet, one generation has come up with the answer. The renowned ‘Generation Z’, born in the mid-1990s, precisely when the VUCA world was emerging.
Who is in a better position than Generation Z to help us to grasp what strategies we need to be implementing to make ourselves heard, without losing our integrity? <\/p>

To achieve this, they start from the assumption that wealth does not equate with conformity: <\/p>