A must-have manual for brands and retailers to understand and engage with the next class of consumers, The Gen Z Playbook by PSFK decodes the shifting priorities, values and behaviors of Generation Z—a group defined by their ability to navigate fluidly between identities, communities, industries and the physical-digital divide. This original research report provides a strategic framework and actionable takeaways for brands and retailers to transform their brand experience in order to reach Gen Z consumers. It is part of a series that focuses on retail innovation and customer experience to inspire our members. For a copy of this report, please visit: psfk.com/gen-z-playbook

1. The Gen Z
Playbook
Transformational
Strategies For
Engaging Next-Gen
Consumers
OVERVIEW

2. A must-have manual for brands and retailers to understand
and engage with the next class of consumers, The Gen Z
Playbook by PSFK decodes the shifting priorities, values
and behaviors of Generation Z and provides a strategic
framework and actionable takeaways for brands and
retailers to reach Gen Z consumers.
The 50+ page report includes:
• 8 trends that represent key opportunities to activate Gen Z
consumers, supported by 24 best-in-class case studies
• 6 strategic recommendations that brands and retailers can
implement to transform the brand experience for Gen Z
• 6 trends that represent key opportunities to deliver on personal
tastes, supported by 18 exemplary case studies
• Quantitative and qualitative data from the Gen Z Survey, an
original survey of 1,000 US consumers conducted buy PSFK and
Suzy, the real-time consumer polling platform, that provide key
insights into the Gen Z mindset
• 1 in-depth interview with an industry leader who is designing a
new retail experience for the digital-first generation
Become A Member To
Get The Full Report
Access the full report at
psfk.com/gen-z-playbook
THE
GEN Z
PLAYBOOK
Transformational
Strategies For Engaging
Next-Gen Consumers

3. Understanding Your
Gen Z Consumer
They Are Defined By
Self-Expression and
Open-Mindedness
Open-mindedness is
the top generational
trait for Gen Z, with
36% choosing it as the
adjective that best
describes their
generation. This is an
8% increase over
Millennials.
Key Findings from the
PSFK x Suzy Gen Z Survey
They See Little
Distinction Between
Their On And Offline
Lives
34% of Gen Z say 'my
online and offline
selves are very similar'
and 29% ‘see no
difference between my
online and offline
selves.’
They Are Forging
Their Own Paths
55% of Gen Z feel that
their generation is
more entrepreneurial
than previous
generations.
They Seek Brands
Whose Purpose
Aligns With Theirs
71% of Gen Z believe
that brands and
corporations should
help them achieve their
personal goals and
aspirations.

4. Promote Free
Expression
Unite
Communities
•Fluid Identity
•Mind Control
•Synced Living
•Projected Persona
Key Trends And
Strategies
Explained In
The Report:

5. Empower The
Hustle
Inspire Positive
Change
•Z-Coin
•Democratized
Commerce
•Beta Influencer
•Amplified Impact
Key Trends And
Strategies
Explained In The
Report:

6. PSFK Membership: www.psfk.com/membership
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