Is your brand ready to embrace Gen Z’s obsession with over-the-top food trends?
By Rachel Saunders, editor in chief of Cassandra Daily and insights and strategy director
Gen Zs have been praised as many things during their relatively brief time on this earth — dream consumers, world saviors — but they also share a less laudable title: the first generation to have a shorter life expectancy than their parents due to unprecedented childhood obesity rates.
Thankfully, the dismal fate of this 21-and-under cohort is showing signs of reverse due to cafeteria reform and food education programs. But growing up bombarded by messages touting the dangers of indulgence has created an unintended side effect: Zs are obsessed with all things culinary. Food and beverages are this generation’s primary form of indulgence, and they’re using eye-catching culinary creations and experiences to express their creativity and distinguish themselves from their peers. While Millennials share this fixation fare, Zs are taking the trend to new heights.