Decoding Gen Z with Bord Bia Cultivate
Ruth Johnson, International Graduate
Unlocking Brand Opportunities for Gen Z with Cultivate
Navigating today’s fast-paced consumer trends can be a challenge for food and drink businesses, particularly as Gen-Z emerges as a major commercial force, forthright in their influence and preferences. The challenge lies in how businesses will adapt and evolve, not only to attract Gen-Z's attention but also to develop long-term trust and loyalty in an increasingly competitive landscape.
This article explores the "Joy Seekers" innovation pathway identified by Bord Bia’s new consumer lifestyle trends platform, Cultivate, as a key route to unlocking the joy Gen-Z consumers crave through Irish food and drink.
Understanding the behavioural trends within this opportunity area can equip brands with the insights needed to engage and capture their Gen-Z audience, a group marked by a desire to do good in the world while also infusing joy and happiness into their daily lives.
Activism Meets Joy – Joy Seekers
In a world marked by geopolitical conflicts, climate change, and economic disparities, Gen-Z is still finding joy in their consumer lifestyles. As self-care and enjoyment become essential coping mechanisms for life’s challenges, businesses could reposition food and drink as central to joy, fun, and comfort.
Frequently referred to as the activist generation, Gen-Z is further characterised by its drive to meet societal standards, particularly in areas like climate change, social justice, and personal well-being. Despite these pressures, Gen-Z does not neglect its desire for upgraded joy and happiness in their daily lives.
Figure 1 Source: Shutterstock.com
Though admittedly feeling the pinch of global inflation, Gen-Z refuses to compromise on their desire for affordable luxuries. From ‘Girl math’ to ‘Sweet treat’ hashtags exceeding 232 million views on Tik-Tok (Murray, 2023), Gen-Z are backing their right to splurge in areas that bring them joy and a sense of indulgence. Nevertheless, this generation also seeks balance, finding creative ways to integrate their social values with their pursuit of enjoyment and self-care (Savan, 2023).
As Gen-Z prioritises self-optimisation, health and well-being, and environmental sustainability, they simultaneously reject the traditional pessimism narrative. Recognising this contrast, successful marketers are increasingly perfecting the art of incorporating Gen-Z's principles and their need for happiness into products, ensuring that their offerings resonate without becoming patronising.
Figure 2 Source: Stylus, 2023
The U.S. wellness brand Alani has responded to this trend by innovating within the gummy market. Their new line of gummy bears and smoothie gummy rings boast reduced sugar and calorie content, meeting the demand for better-for-you snacking, while also maintaining the playful essence that attracts Gen-Z consumers.
Equally, Dutch chocolatier Tony’s Chocolonely is redefining equality and activism for Gen-Z consumers by making it not only accessible but also irresistibly appealing. Through their innovative approach, Tony’s uses every element of their brand — from bold flavour variations and vibrant packaging to provocative social media campaigns — to champion equality in the cocoa supply chain. This creative fusion ensures that the brand’s core message of fair-trade practices is both impactful and engaging to their Gen-Z audience. By doing so, Tony’s empowers Gen-Z consumers to contribute to a greater cause through their everyday choices, seamlessly integrating activism with their daily lives.
Figure 3 source: The Sun, 2023
Undoubtedly, self-optimisation and care are nothing new, but in a Gen-Z context, optimisation is becoming ever more personalised with consumers seeking out tailored nutrition that is conducive not only to their health and wellness goals but also to their ingrained daily routines. American cereal brand Sweet Dreams has transformed the routine of guilty nighttime snacking with its products, purposely designed to promote healthy sleep. Offering cereals enriched with sleep-inducing and calming ingredients such as zinc, folic acid, blueberries, lavender, and chamomile. Sweet Dreams successfully aligns with Gen-Z's flexible approach to wellness, nutrition, and indulgence.
These brands exemplify how an increasing number of companies are adeptly weaving health, wellness, and societal concerns into their product offerings, while still capturing the essence of fun and excitement that is crucial to engage Gen-Z consumers. This trend underscores a broader movement within the marketplace, where joy and responsibility are not just coexisting but are mutually reinforcing.
In the pursuit of joy amidst post-pandemic strains, Gen-Z stands out as a perceptive and dynamic generation. They deliberately seek out colour and excitement in products that blend seamlessly into their daily routines. Their sincere desire to have their opinions heard has led to a more discriminating approach to brands, aided by the transparency that comes with their native digital savviness. They value sustainability, health (both physical and mental), social activism, and authentic messaging all while craving representation from brands that reflect their interests, values, and beliefs.
By aligning with Gen-Z's quest for joy and representing their values authentically, brands can build lasting connections that both thrill and captivate Gen-Z as they find their balance between activism and joy.
To find out more on the Joy Seekers Pathway, or the six other innovation pathways identified in the Cultivate platform, contact the Bord Bia Thinking House at thinkinghouse@bordbia.ie or read the full report on My Bord Bia.
References:
Bord Bia (2024) ‘Cultivate 2024’, Cultivate Consumer Lifestyle Trends Report
Murray, C. (2023) ‘girl math,’ ‘girl dinner’ trends explode on social media-and draw plenty of critics, Forbes
Saven , M. (2023) Gen Z Food & Drink Trends 23/24.
