Gen Z As Homemaker
Gen Z, young people born after 1997, is rethinking foundational elements of day-to-day life, from building decentralized networks of emotional support to advocating for greater responsibility from brands to questioning the role they want work, money and relationships to play in their lives. sparks & honey’s newest Intelligence Report, Gen Z Complexities, examines the emerging tensions fueling the Gen Z behaviors. We dedicated a week to the new report and our Youth Culture Practice at large.
Watch the full briefing from the first day in the series here:
One BIG takeaway from the conversation? The physical space of home for Gen Z needs to play many roles – sanctuary from the stress of life, day job office space, a backdrop for content creation to build their personal brand and side hustles, and more. This will have implications on everything from the functional design of communal and solo living spaces to role of personalized or multipurpose packaging for home good products.
Watch our key takeaways from the Culture Briefing here:
Download the full report and explore Gen Z Complexities in our interactive microsite to learn how your business should adapt to Gen Z.
As the Head of the Youth Culture Practice and SVP of Client Strategy, Hannah develops offerings and thought leadership designed to help business leaders evolve how they understand and engage with Gens Z & Gen Alpha. As a VP Client Strategy, she helps clients make culturally-relevant business decisions across brand strategy, marketing, and product innovation. Prior to s&h, Hannah worked at agencies across New York and Los Angeles with brands, advocacy organizations, and nonprofits to identify marketing strategies and growth opportunities that leveraged shifts in consumer behaviors, social technology, and media ecosystems. She spends her OOO time trying to keep up with her toddler at the park, doing the crossword, and scrolling through aesthetic TikTok.