In the realm of market research, Gen Z emerges as a dynamic force reshaping
traditional paradigms. Born between 1997 – 2012 into a digital age, their preferences
and behaviours are driving significant societal trends.

Gen Z craves transparency, authenticity and ethical consumption, leading market researchers to delve deeper into understanding their values. Social media serves as a crucial platform for
insights, offering real-time data on trends and preferences. Furthermore, Gen Z's
inclination towards sustainability and inclusivity demands brands to adopt ethical
practices.

As market researchers navigate this landscape of embracing innovation,
adapting methodologies become crucial to decode the ever-evolving Gen Z psyche
ensuring brands resonate authentically with this influential demographic.

By Niki