Patrick Llewellyn is CEO of 99designs by Vista, the global creative platform that makes it easy for small businesses to work with professional freelance designers around the world. 99designs has paid out more than US$400m to its creative community to date, working across brand and logo design, packaging, web design and more.
, and brands are grappling with a drastically shifting consumer landscape. The real challenge facing brands today is that Gen Z is not a singular, cohesive demographic group when it comes to cultural tastes and trends. This generation is unified by their differences and individuality, withthat 91% of 18 to 25-year-olds don’t even believe there is such a thing as 'mainstream' pop culture anymore.
As Gen Z starts to make its way in the professional world, we’re also seeing this generation’s attitude and aesthetics start to influenceand marketing in new ways as businesses adapt to stay relevant and appealing. While there is no exact formula to follow, there are lessons to be learned from brands that are positioning themselves effectively – and in eclectic ways – to appeal to Gen Z.
Offering consumers plant-based ice cream, the branding is rebellious, provocative and a lot of fun: unapologetically unique and polarising – many characteristics reminiscent of the punk movement, and that are also found in many Gen Z subcultures.
One of the most successful examples of this is the Duolingo owl’s meteoric rise to TikTok fame. Pre-pandemic, the human-sized green owl suit had only been rolled out for recruitment events but on TikTok, Duo the owl twerks, taunts the company’s legal team, pines for the similarly-named Dua Lipa , and unashamedly roasts Google Translate users.
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3 trends from the 2010s that are very much back in voguePatrick Llewellyn is CEO of 99designs by Vista, the global creative platform that makes it easy for small businesses to work with professional freelance designers around the world. 99designs has paid out more than US$400m to its creative community to date, working across brand and logo design, packaging, web design and more.
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