2020 Macro Trend: Gen You

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Customers want personalization and it’s impacting the bottom line. Eight out of ten consumers are more likely to purchase from a brand that provides personalized experiences — and according to Gartner, organizations that fully invest in online personalization will outsell those that haven’t by more than 30%.

Despite the continued debate over whether DNA testing can accurately and conclusively recommend diets, fitness plans, and skincare routines, direct-to-consumer genetic services are paving the way for a hyper-personalized lifestyle. As testing kits become more advanced and speedy, offerings will likely expand into new territories that add value to the consumer.

While there’s still a long way to go, Gen Z consumers are the most open-minded generation to date and they have come to expect diversity in every way. As society moves towards a more inclusive future, brands are rethinking preconceived stereotypes surrounding age, size, identity, and disabilities. Gender norms are being re-evaluated and beauty brands, once exclusively marketed to girls and women, are rethinking their audience.

Technology is paving the way for a reimagined retail experience. A new frontier of tech-enabled assistance and deep learning technology will anticipate consumers’ preferences and curate a shopping experience accordingly. Immersive retail has reached new heights for the next generation of shoppers. Luxury labels like Gucci and Louis Vuitton are heavily investing in e-sports with retro-style video games. Chanel’s pop-up arcade catered to young consumers’ penchant for unattended retail channels like vending machines and kiosks.


  1. Geno(ME)

2. Design for All

3. Mass Personalization

4. Power of Play


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