why the Gen Z paradox…isn’t: insights for co-creating food & beverage shopper experiences for the next generation

Are Gen Zers paradoxical? Or are the contradictions that define them hiding deeper truths? By focusing on the apparent contradictions in the Gen Z data, we identify the deeper cultural, life stage, and historical tensions beneath the numbers. Then we reveal how bridging these tensions unlocks actionable insights and new partnership opportunities sure to resonate with this valuable demographic.