OPINION - Are you harnessing shopper insights to persuade Generation Z?

Why Gen Z Matters for Brands

Generation Z — born between 1997 and 2010 — is emerging as the most influential consumer group of the coming decade. Described as polymorphic, unpredictable, ultra-connected, and socially responsible, Gen Z is already reshaping industries and forcing brands to rethink design, communication, and strategy.

According to Claire Madden, a leading international researcher and author of Hello Gen Z, Gen Z is “the first truly global generation.” Unlike millennials, their identity has been shaped by access to technology from birth, constant global connectivity, and a heightened awareness of social and environmental crises. They are, as Madden puts it, “responsible natives,” fluent not only in digital culture but also in the language of values, diversity, and purpose.

For brands, this creates both challenges and opportunities. As Jason Dorsey, President of the Center for Generational Kinetics and co-author of Zconomy, notes, Gen Z is pragmatic about money, careful with spending, and focused on value and trust. Unlike millennials, who were often defined by optimism and lifestyle aspiration, Gen Z is more cautious and expects brands to prove themselves.

The implications for graphic designers, professional designers, and creative agencies are profound. Good design can no longer be surface-level decoration. Packaging design, brand identity, and the creative process must deliver authenticity, emotional connection, and measurable value. Whether the final design appears on store shelves, in a department store, or as part of an unboxing experience on TikTok, it must resonate with the values and expectations of Gen Z.

84% of Gen Zers feel they belong to a distinct generational group with values separate from the generation before. For brands, the question is clear: how do you connect with a generation that is both diverse and constantly evolving?

Generation Z Traits and Behaviours – Pragmatic Yet Purpose-Driven
Research by Jason Dorsey highlights that Gen Z cares deeply about financial stability. They are wary of debt, focused on security, and interested in brands that provide clear value. This pragmatism contrasts with millennials, who were more likely to embrace risk or prioritise experiences over savings. For design teams, this means communicating trust, reliability, and clarity in brand’s identity is critical. Packaging design should avoid overclaiming and instead highlight necessary information, quality, and transparency.

Value, Trust, and Financial Pragmatism – Mental Health and Digital Identity
Psychologist Jean Twenge, author of iGen, has documented the rise of anxiety, loneliness, and risk-aversion among Gen Z, shaped by their immersion in social media. For brands, this creates a need for reassurance and empathy. Good design, effective packaging design, and thoughtful ancillary design elements can provide a sense of safety and reliability. Clear communication hierarchies, simple visual elements, and consistent packaging styles give consumers a personal connection and a lasting impression.

Addressing Anxiety and Building Reassurance – Digital-First Culture
Taylor Lorenz, journalist and author of Extremely Online, notes that Gen Z lives in digital ecosystems powered by memes, micro-communities, and influencer-driven trends. Brand recognition is built not only in grocery stores or department stores but also in digital spaces where product images, unboxing experiences, and creative design circulate rapidly. Graphic designers must consider the packaging mockup not just as a shelf-ready item but as content — a product package that looks as good in a TikTok video as it does in a store aisle.

TikTok, Memes, and the New Brand Playground – Social and Political Consciousness
According to John Della Volpe, Harvard pollster and author of Fight, this generation is deeply civic-minded and expects brands to take positions on issues from sustainability to equality. His research shows that Gen Z links consumption with activism. For seasoned designers and creative agencies, this translates into regulatory requirements and environmental impact becoming central design decisions. Innovative materials, sustainable packaging styles, and transparent privacy policies are not optional extras but essential tools for brand credibility.

Implications for Brands: Designing for Gen Z – Purpose and Authenticity
Claire Madden stresses that Gen Z demands authenticity. They reject “good package design” that looks attractive but feels empty. Instead, they want brands that connect their visual identity with real-world action. This is why 80% of Gen Z believe brands must play a role in trying to change the world. Packaging of the world is full of great examples where contemporary designs, bold colors, and unique shapes reinforce values like sustainability and diversity.

Simplicity Meets Innovation
For professional designers, the challenge is creating product packaging that balances simplicity with innovation. Gen Z dislikes clutter and prefers a design concept that communicates at a glance. Yet, they are also drawn to contemporary designs that push boundaries. This is where ancillary design elements and the connection of form come in — balancing clean, simple communication with intricate designs that spark curiosity and create memorable moments.

The Rise of Experiential Branding
Unboxing experiences matter more than ever. Whether a custom order for beauty packaging, detergent pods in sleek product boxes, or olive oil in unique shapes, the packaging design process must anticipate not just store shelves but also digital sharing. Great packaging now doubles as content, designed for product images and social media feeds. AI packaging designers and Adobe Illustrator are becoming essential tools to deliver packaging mockups that meet these expectations.

Packaging as Content and Connection – Branding and Packaging Applications
Visual Identity and Recognition
Brand recognition is a powerful tool with Gen Z. They reward consistency across a product line but also value creative design that feels tailored. Effective packaging design must connect ancillary design elements with the brand’s identity, reinforcing familiarity while creating excitement. Graphic designers should use dieline templates and box styles that can scale across different options — from grocery store aisles to commercial projects in department stores.

Sustainability and Environmental Impact
Gen Z cares deeply about environmental impact. Market research confirms they pay attention to innovative materials, regulatory requirements, and whether product packaging reflects eco-conscious values. Creative agencies must balance commercial realities with sustainable packaging styles, ensuring that good design is also responsible design.

Inspiration From Across Industries
Looking at packaging of the world offers great examples:

Beauty packaging that creates memorable moments through bold colors and unique shapes.
Detergent pods packaged in contemporary designs with intricate details.
Olive oil bottles using innovative materials for a perfect packaging design.
Mailer boxes with custom packaging orders that deliver personal connections and lasting impressions during the unboxing experience.

Each example shows how design decisions — from die lines to product images — can elevate a brand’s identity while appealing to potential customers.

Four Fields of Exploration (Control Z Study) – Control Z: Zs in Danger, Sustainable Consumption, Employer Brand, Media Practices
Our international Control Z study identified four key areas brands must explore to resonate with Gen Z:

Zs in the Face of Danger: Anxiety, resilience, and hopes for the future. Packaging design should respond with clarity, reassurance, and a sense of stability.
Sustainable Consumption: Engagement through environmental impact, innovative materials, and effective packaging design that reflects shared values.
Employer Brand: What Gen Z expects from companies in terms of purpose, design philosophy, and brand’s identity.
Media Practices: Social loops, digital cultures, and micro-communities where product packaging and visual elements become part of storytelling.

Global Insights, Local Differences
The Control Z study was conducted by 14 strategic planners from Paris, New York, and Shanghai. It provides global insights into Gen Z while recognising local cultural nuances. A creative agency must tailor the packaging design process to reflect cultural differences — whether through bold colors in one market, intricate designs in another, or ancillary design elements suited to local regulatory requirements.

By creating ad-hoc international teams, brands can ensure they meet expectations in Europe, North America, and Asia-Pacific. From packaging contests to custom packaging orders, the creative process must combine global brand recognition with local authenticity.

Conclusion: Designing for the Future
Understanding Generation Z is not about chasing the latest trends alone. It requires brands, graphic designers, and seasoned designers to rethink the packaging design process as an essential tool for building trust, creating memorable moments, and fostering personal connections.

Gen Z expects brands to use good design to reflect purpose, to make great packaging decisions that respect environmental impact, and to deliver product images and packaging styles that look as good online as they do in grocery stores. The Control Z study shows that packaging design is more than a commercial project — it is a creative process that connects brand’s identity to potential customers in a lasting way. By combining market research, creative design, and innovative materials, brands can achieve perfect packaging design that creates great examples of brand recognition and ensures a lasting impression.

As Jean Twenge reminds us, Gen Z faces rising anxiety and risk aversion. Taylor Lorenz shows us their culture shifts daily in digital spaces. Jason Dorsey emphasises their pragmatism. Claire Madden highlights their global values. John Della Volpe reveals their civic expectations. Together, these insights prove one thing: brands cannot ignore Generation Z.

For those in the world of packaging design, the challenge is clear but exciting. With great ideas, creative design, and a commitment to authenticity, brands can create not just good package design but powerful tools of cultural connection. Done right, packaging design for Gen Z is not only effective — it’s a chance to shape the future of consumption itself.

Carried out in collaboration with our partner agencies, Lonsdale Paris and CBX New York, Control Z is an international study offering a decoding of those born between 1997 and 2010.

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