How Gen Z is shaping trends during COVID-19

For brand managers looking to bounce back post-crisis, a careful look at what young consumers demand is a crucial first step.

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The coronavirus pandemic, and resulting quarantine, have required consumers to adjust their daily routines to revolve around digital connectivity. With millions of people staying at home, digital media consumption has soared to new heights—with Gen Z leading the charge.

Around 30% of Gen Z spends more time bingeing TV shows on streaming services and scrolling through social media than any other generation. (I can’t be the only one shocked whenever I see my weekly screen time, right?)

The increased time spent on digital devices is beginning to pave new trends in the communications industry. With brands, studios, and independent content creators publishing more than ever before, the demand for something new is growing—and Gen Zers are seizing the moment.

We want authenticity, and we want it now

Brands need to understand that Gen Z isn’t going to wait around for you to take lead on an issue or an emerging trend. They’ve learned to democratize creativity and find their own forms of entertainment.

Take TikTok for example.

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