GenerationZ as they are known, is the first generation that has grown up in a digital world. Now of working age, the eldest of this generation will be spending their income in 2020.

With the likes of Greta Thunberg and Boyan Slat at the forefront of environmental education, young people are waking up to the perils of hyper-consumerism. In their short lifetime, they have witnessed a change in human behaviour and our planet beginning to fight back. 

Young people are pushing the climate change movement with a sense of urgency. They do not want 'stuff' anymore; they want to protect and preserve the planet for future generations.  

Millennials spend 28% of all daily spending per person, wanting to invest in experience and quality. As summed up rather crudely in a quote from Herosmyth, they are:

“the generation that purchases cheap beer...but fine wine.”

It is therefore important to them that the products they invest in are of good quality and will have a minimal lasting impact on the planet when they come to the end of their lifespan. In order for a product to appeal to this generation, this must be recognised and reflected in its design.  

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