Gen Zers are increasingly swapping weekends of hedonism for calmer (and cheaper) alternatives. As anxiety levels rise among young Britons and the lingering effects of the cost of living crisis tighten budgets, how can brands across food, drink, and leisure connect with this quiet cohort?
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Nina Alexander is a wellness coach and a former advertising executive. She specialises in holistic therapy and Reiki and has dozens of Gen Z clients who she helps to live a more peaceful lifestyle.
Luke Hodson is the founder of Nerd Collective, an award-winning youth and culture marketing agency based in London that specialises in big data, cultural intelligence, and Gen Z. Hodson’s work has seen him gain spots on both Forbes’ and Campaign’s 30 under 30 power lists.
Louise Millar is strategy director at Seed, a marketing agency that specialises in connecting with Gen Z and cultivating brand community. Seed has masterminded campaigns for the likes of Spotify, Levi’s, Jack Daniels, and Adobe.
Eleanor Peake is a features writer at the i newspaper, covering health, lifestyle, and money. She has written for the New Statesman, WIRED magazine, Vice, and Vogue.
