This Black Friday, Gen Z values shift toward tradition and safety

Gen Z might be a digital-first generation, but they have an old soul. One of the most surprising Gen Z characteristics is their steadfast love for traditions, holiday ones especially. Considering how much Gen Z values these traditions, brands should expect an extra desire to keep them alive in 2020. 
With each coming generation, market researchers like to obsess over all the industries, hobbies and passions that are bound to be “killed off”. Gen X was accused of killing the radio business, for example, and Millennials are still regularly accused of “destroying marriage”. Read more…