Gen Z In The Mood
Gen Z, young people born after 1997, is rethinking foundational elements of day-to-day life, from building decentralized networks of emotional support to advocating for greater responsibility from brands to questioning the role they want work, money and relationships to play in their lives. sparks & honey’s newest Intelligence Report, Gen Z Complexities, examines the emerging tensions fueling the Gen Z behaviors. We dedicated a week to the new report and our Youth Culture Practice at large.
Watch the full briefing from the second day in the series here:
One BIG takeaway from the conversation? Mood optimization, curation, and management is an intrinsic part of how Gen Z interacts with the world today. Growing up alongside precision and personalization technologies, and highly cognizant of their mental health and wellbeing, Gen Z is seeking ways to create and sustain highly specific emotional and psychological states.
Watch our key takeaways from the Culture Briefing here:
Download the full report and explore Gen Z Complexities in our interactive microsite to learn how your business should adapt to Gen Z.
As the Head of the Youth Culture Practice and SVP of Client Strategy, Hannah develops offerings and thought leadership designed to help business leaders evolve how they understand and engage with Gens Z & Gen Alpha. As a VP Client Strategy, she helps clients make culturally-relevant business decisions across brand strategy, marketing, and product innovation. Prior to s&h, Hannah worked at agencies across New York and Los Angeles with brands, advocacy organizations, and nonprofits to identify marketing strategies and growth opportunities that leveraged shifts in consumer behaviors, social technology, and media ecosystems. She spends her OOO time trying to keep up with her toddler at the park, doing the crossword, and scrolling through aesthetic TikTok.