{"id":3086,"date":"2021-05-19T13:45:00","date_gmt":"2021-05-19T13:45:00","guid":{"rendered":"https:\/\/content.theoneoff.com\/2021\/05\/19\/gen-z-have-set-the-agenda-expression-fluidity-individuality-how-can-brands-respond\/"},"modified":"2025-03-19T23:44:54","modified_gmt":"2025-03-19T23:44:54","slug":"gen-z-have-set-the-agenda-expression-fluidity-individuality-how-can-brands-respond","status":"publish","type":"post","link":"https:\/\/content.theoneoff.com\/2021\/05\/19\/gen-z-have-set-the-agenda-expression-fluidity-individuality-how-can-brands-respond\/","title":{"rendered":"Gen Z have set the agenda: Expression, Fluidity &#038; Individuality. How can brands respond?"},"content":{"rendered":"\n<p>Gen Z are the first generation of digital natives \u2013 who have grown up alongside technological advancement, social&nbsp;media&nbsp;and a volatile economic and social climate. They have been shaped with an inherent sense of individualism which&nbsp;influences&nbsp;the bonds they make and the way they identify themselves.&nbsp;&nbsp;<\/p>\n\n\n\n<p>All genders, body shapes and races are celebrated and&nbsp;the&nbsp;appetite for activism and creative&nbsp;licence has grown in abundance.&nbsp;The past few months, for example&nbsp;has&nbsp;seen an explosion of response to climate change, Covid-19, Black Lives&nbsp;Matter&nbsp;and other pertinent political matters worldwide.&nbsp;<\/p>\n\n\n\n<p>So&nbsp;with Gen Z\u2019s appetite for expression \u2013 how should brands respond?&nbsp;<\/p>\n\n\n\n<p>One way to capture this&nbsp;engaged&nbsp;audience is to recreate the beauty of the&nbsp;physical brand&nbsp;experience in the online space, storytelling in new and exciting ways.&nbsp;&nbsp;<\/p>\n\n\n\n<p>&nbsp;Look to Balenciaga, for example whose recent game,&nbsp;Afterworld, The Age of Tomorrow offered a brand experience which&nbsp;was much&nbsp;more than&nbsp;the&nbsp;standard e-tail offer.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2025\/02\/TOOHBM_BlogAsset_055.png\" class=\"wp-image-2520\" srcset=\"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2025\/02\/TOOHBM_BlogAsset_055.png 1920w, https:\/\/content.theoneoff.com\/wp-content\/uploads\/2025\/02\/TOOHBM_BlogAsset_055-650x366.png 650w, https:\/\/content.theoneoff.com\/wp-content\/uploads\/2025\/02\/TOOHBM_BlogAsset_055-850x478.png 850w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<p>Set in the year 2031, users began their journey in a Balenciaga store within an underground bunker before making their way through futuristic cityscapes. Interacting with the brand in this way offered the opportunity to view the collection in more detail, by examining an avatar in the video game.&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2025\/02\/TOOHBM_BlogAsset_056.png\" class=\"wp-image-2521\" srcset=\"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2025\/02\/TOOHBM_BlogAsset_056.png 1600w, https:\/\/content.theoneoff.com\/wp-content\/uploads\/2025\/02\/TOOHBM_BlogAsset_056-650x366.png 650w, https:\/\/content.theoneoff.com\/wp-content\/uploads\/2025\/02\/TOOHBM_BlogAsset_056-850x478.png 850w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n\n<p>It-brand&nbsp;Pangaia&nbsp;offer another great example, their virtual world created to&nbsp;showcase&nbsp;their&nbsp;eco- ethical&nbsp;Flwrdwn&nbsp;puffer jackets&nbsp;is set in an Antarctic landscape.&nbsp;Using their mouse to navigate, users&nbsp;could&nbsp;roam the landscape to examine the virtual&nbsp;Pangaia&nbsp;garments, accompanied by a synchronised soundtrack of whistling wind and snow underfoot.&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1388\" height=\"826\" src=\"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2025\/02\/TOOHBM_BlogAsset_057.png\" class=\"wp-image-2522\" srcset=\"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2025\/02\/TOOHBM_BlogAsset_057.png 1388w, https:\/\/content.theoneoff.com\/wp-content\/uploads\/2025\/02\/TOOHBM_BlogAsset_057-650x387.png 650w, https:\/\/content.theoneoff.com\/wp-content\/uploads\/2025\/02\/TOOHBM_BlogAsset_057-850x506.png 850w\" sizes=\"(max-width: 1388px) 100vw, 1388px\" \/><\/figure>\n\n\n\n<p>Within this virtual world, consumers are encouraged to engage with others or be guided by a brand expert or ambassador. This&nbsp;community style&nbsp;experience&nbsp;extends&nbsp;dwell time and provide audiences opportunity to connect with one another via likeminded passions.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Alternatively, brands should look to put the creativity back into the hands of the consumer \u2013 allowing&nbsp;them to&nbsp;upskill or show off to their peers.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>Look to Dressed, for example, an interactive styling game with gives users opportunity to play at being stylist using virtual clothes which are graded using AI.&nbsp;Again, the&nbsp;emphasis here is on building social and community factors&nbsp;whilst&nbsp;cultivating and validating new fans through play&nbsp;and expression.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Ultimately, when it comes to communicating&nbsp;with consumers who put individuality first, it is all about allowing opportunity&nbsp;for them&nbsp;to get involved.&nbsp;In all other areas of their&nbsp;lives&nbsp;they feel empowered by their ability to express themselves in new and more fluid ways, so brands should use their expertise to facilitate this creativity and expression&nbsp;in new and exciting ways.&nbsp;&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gen Z have set the agenda: Expression, Fluidity &#038; Individuality.<\/p>\n","protected":false},"author":12,"featured_media":2520,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7],"tags":[4],"class_list":["post-3086","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends","tag-too"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gen Z have set the agenda: Expression, Fluidity &amp; Individuality. 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