Trend forgetters: new IPA research lifts lid on how to connect with Generation Z

Over two-thirds of Generation Z don’t follow popular trends and only one in ten would call themselves a trendsetter. These are some of the key findings of a new IPA report published on 4 April 2019 that uncovers the motivations and values of Generation Z to address how, in light of the lack of mass-market trends, brands can connect with them. Commissioned by the IPA’s Insight service and carried out by YouthSight, the ‘Gen Z: Exile on Mainstream?’ report is based on the survey findings and unique MaxDiff analysis of…

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