Five by Five Explores Complex Truth of Gen Z in New Whitepaper

Creative and innovation agency Five by Five has announced the launch of a new whitepaper tackling the complex truth around the attitudes, behaviours, and buying habits of the UK’s gen z population.

Having surveyed over 500 UK gen z respondents, the agency will offer a research-led, nuanced perspective on the audience to combat the stereotypes and sensationalist headlines that often mislead marketers.

To ultimately arm brands with key insights for effective marketing, the whitepaper will cover five main topics, challenging stereotypes and highlighting the contradictions the UK’s gen z harbour within themselves. These span: 

Set to launch in April, the whitepaper comes at a poignant time as gen z individuals move from adolescence into adulthood, entering the workforce and wider world. With its purchasing power sharply increasing, it will become even more crucial for brands to understand the subtleties of this demographic.

Annabel Mackie, managing director at Five by Five, comments: “Last year we saw a spate of client and pitch briefs asking how to target gen z with their brand, products and services. Whilst investigating various reports and articles there seemed to be lots of generic assumptions about their attitudes and behaviours, especially when it came to issues such as sustainability, technology, and brand engagement. We felt a lot of these were misleading so we were compelled to dig a little deeper by doing our own research into this audience.”

She adds: “We want to get to the truth behind the overblown statements and sensationalist headlines and provide brands with a more balanced perspective of this audience. We also want to make it actionable so brands can take something tangible from the research report.”