The Gen Zine _
An in-depth ethnographic report on Gen Z's cultural impact and what it means for brands.
Fascinated by Generation Z—classified by Pew Research as those born between the years 1997 and 2012—the Spectacle team conducted over 40 hours of interviews with members of this influential cohort to dive deeper into their attitudes and behaviors and the lasting societal change they're creating.
Against a backdrop of radical cultural change and pandemic-induced uncertainty, Gen Z had a lot to say on the topics of identity, wellness, and the future of education and the workplace. Using the extensive research in conjunction with atypical shapes and multicolored gradients, the design represents the everchanging and enigmatic group that is Generation Z.
Client: Spectacle Strategy
Download full report here.