Increasingly isolated and more online than ever, understanding the Gen Z paradox is integral to appealing to them, in line with Ziad Ahmed, chief executive officer and founding father of the Gen Z-centric Juv Consulting.
Ahmed, alongside Faith Andrews-O’Neal, Juv’s director of the Live, said tapping into Gen Z necessitates understanding the nuances of the cohort. In the beginning, that starts with beauty’s role of their lives. “Eighty-two percent of Gen Z respondents say that fashion is very important in establishing our identities,” Ahmed said. “We all know that fashion and wonder are powerful vehicles of self-expression for a generation that's trying to differentiate ourselves.”
Ahmed posited that while Gen Z is maturing, it’s also solidifying — and difficult — its generational...
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