Introducing Basis Signals: Gen Z’s New Rules for Growth
Basis Signals is our new series designed to help brands keep pace with consumer change.
Unlike traditional trend reports, Signals doesn’t predict what might happen.
Instead, we connect millions of real-world data points across social, search, and online communities to reveal the cultural and commercial patterns gaining traction. Then our experts decode those patterns to show what they mean for growth.
This is what we call Integrated Intelligence — bringing AI discovery and human expertise together across every part of our work.
It’s a faster, clearer way to see how culture and commerce are shifting, and what those changes mean for growth.
Inside Edition 01: Gen Z’s New Rules for Growth
Gen Z are reshaping how people spend, live, and connect, and their influence is setting the pace for everyone else. By 2030, they’ll control nearly $12.6 trillion in global spending, making them the most economically powerful generation in history.
That’s why the first edition of Basis Signals focuses on Gen Z’s New Rules for Growth. In it, we explore what’s really driving their choices and what that means for brands trying to keep up.
Here’s a glimpse:
- They’re spending differently, driven by small-splurge purchases that blend practicality and self-expression.
- They’re living differently, sharing spaces and budgets in new, flexible ways.
- They’re deciding differently, turning to social and AI-powered search instead of Google.
- And they’re socializing differently, choosing smaller, intentional communities over big public events.
Whatever your industry, Gen Z’s mindset signals what’s next for your audience. They’re shaping how value is defined, how trust is earned, and how loyalty is shown.
The brands that recognize these shifts early will lead. Those that don’t will be left trying to catch up to consumers who have already moved on.
See the four signals
Basis Signals: Gen Z’s New Rules for Growth distills the four biggest shifts shaping Gen Z’s expectations, with commercial actions you can take now.
See the full report here to discover how culture and commerce are evolving, and how your brand can stay ahead of the change.
Or explore one of our sector sheets below.
