The expectations of Gen Z and elevating your packaging design execution
- Out of My Element
- Nov 6, 2024
- 2 min read
As Generation Z (born between 1997 and 2012) emerges as a dominant consumer group, their unique preferences are reshaping packaging design. Brands aiming to connect with this demographic must understand and adapt to these evolving expectations.
1. Sustainability and Environmental Responsibility
Gen Z places a high value on environmental sustainability. A study by Duo found that 56% of Gen Z consumers are less likely to repurchase from retailers whose e-commerce packaging isn't sustainable or resourceful.
This generation favours packaging made from recycled, up-cycled, or biodegradable materials, reflecting their commitment to reducing environmental impact.
2. Bold and Minimalist Aesthetics
While minimalism has been a longstanding trend, Gen Z appreciates bold-minimal designs that emphasize authenticity and transparency. These designs often feature stark contrasts and prioritize product information over flashy graphics, aligning with Gen Z's desire for straightforwardness.
3. Personalisation and Customisation
Personalised packaging resonates with Gen Z's desire for uniqueness. Brands offering customisation options, such as personalised messages or designs, can foster deeper connections with this audience. For instance, Oreo's "colourfilled" campaign allowed customers to personalise their holiday Oreo packages, enhancing engagement.
4. Nostalgic and Retro Designs
Despite their youth, Gen Z exhibits a surprising affinity for nostalgia. The neo-vintage trend blends retro aesthetics with modern twists, creating packaging that feels both familiar and fresh. This approach allows Gen Z to connect with an idealised past while remaining firmly in the present.
5. Innovative and Functional Packaging
Functionality is crucial for Gen Z, who lead fast-paced lives. Innovative packaging solutions, such as flexible pouches or resealable containers, offer convenience and align with their dynamic lifestyles. For example, Kellogg's Bear Naked granola introduced a fully recyclable pouch that balances sustainability with consumer functionality.
6. Transparency and Authenticity
Gen Z consumers are skeptical of marketing hype and value authenticity. Packaging that clearly communicates product information and brand values fosters trust. Brands that are transparent about their practices and ingredients are more likely to earn Gen Z's loyalty.
7. Engaging and Shareable Designs
In the age of social media, packaging that is visually appealing and shareable can enhance brand visibility. Designs that encourage consumers to share their purchases online can amplify brand reach and engagement. For instance, Starface's vibrant packaging contributed to its popularity among Gen Z on platforms like TikTok.
In conclusion, to effectively engage Gen Z consumers, brands should prioritise sustainable materials, embrace bold yet minimalist aesthetics, offer personalisation, incorporate nostalgic elements, ensure functionality, maintain transparency, and create visually engaging packaging. By aligning packaging strategies with these preferences, brands can build stronger connections with this influential demographic.
Useful Links to sources:
Boomer, meet Zoomer. Packaging Design for Gen Z
How Sustainable Packaging Is Winning Over Gen Z: Trends and Insights for Brands
Tampons in an ice cream tub? Inside the ‘chaos packaging’ trend
コメント