In a Future Forward session on May 17 in Chicago, Lucie Greene will give a forecast that explores key macro trends that will shape the way consumers think, connect, shop and appraise brands in the years to come. For more information and to register for the in-person event, visit the Future Forward website.
To assess the landscape we're currently operating in with regard to Gen Z and purpose, it’s worth looking back a decade or so to when the first Millennial-centric direct-to-consumer brands launched.
Across the late 2000s and early 2010s, many categories were disrupted as brands — from Warby Parker to Lola (tampons) to Everlane, Dollar Shave Club and Harry’s — hit the scene, uprooting all manner of dusty categories with a sleek design, unexpected prices, new concepts like product subscriptions, and a familiar pithy tone of voice. They addressed a generation of Instagram-fluents who were open to alternatives to traditional stables, with upscale aesthetics and affordable prices.