Gen Z: Where Next for the Next Generation?

March 28th 2019, 08.30-09.30

The Fable, 52 Holborn Viaduct, London, EC1A 2FD


Gen Z – a cohort born between about 1996 and 2010 – have been talked about for a long time but usually with data and evidence in short supply. The scarcity of data about this group in their adolescence has allowed paradoxical stereotypes to flourish: Generation Z are Happy, they’re Unhappy, they’re raised in a Dystopic wasteland, they’ll all live to be a 100 years old.

The eldest of this group turn 23 this year and are completing education, establishing themselves in the world of work and forging new identities as consumers. They’re leading social change – whether in the climate activism of Greta Thunberg, the gun control advocates David Hogg and Emma Gonzalez or the education campaigner Malala Yousafzai.

As they reach maturity our understanding of this generation grows stronger and a nuanced cohort emerges. They are optimistic, but politically betrayed. They are redefining demographics and driving the deregulation of life while their earnest values are already causing brands – from Nike to Gillette – to change tack and speak directly to them.

The Next Generation of consumers will not remember 9/11, the Iraq War or the first iPhone launch. They’ll know Friends from Netflix rather than broadcast TV. Although most won’t remember the collapse of Lehmann Brothers or the financial crisis the defining issues of their formative years will be Austerity, Brexit and Trump.

Understanding the forces shaping the values, attitudes, behaviours and outlook of Gen Z is essential for any organisation. Join us for Breakfast on March 28th as we take a look at what’s in store for the Next Generation and what this means for everyone else.


Please email Tom ( to reserve your complimentary place and join us for breakfast.

Get Smarter Over Breakfast

Our Trends Breakfasts have been running for five years, and each month sees a different topic discussed and debated over coffee and croissants. Taking place on a private floor of a popular city location, an array of figures from different industries hear our thoughts on the chosen topic, drawing on the latest insights housed in our subscription portal, Signal.

To find out more about Signal click here.