Main gig and side hustles
This observation looks at how GenZ’s are augmenting their income in order to be able to meet their basic financial needs. The insights in this observation indicate that this generation is having to balance their 9-5 job (aka main gig) and also find alternative streams of income (aka side hustles) to make ends meet. What […]
Comfort Zone
This observation highlights GenZ’s attitude towards fashion and self-expression. The insights indicate that this generation is moving from professional/formal attire to more casual clothing. Siting comfort over discomfort is one of many reasons why they choose to stay in their fashion comfort zones. What do these insights from the 30/30/30 Project mean for workplace culture […]
Family First
A marker of youth is that young people detach themselves from their families and become independent. We found this to be somewhat true in the insights from our 30/30/30 Project, but Gen Z also value family ties as much as they value the connection with their friends. Our findings also illustrated, like in their friendships, […]
Friendships IRL
The insight shared in today’s observation from our 30/30/30 Project highlights how GenZ is not just digital natives using technology to navigate their lives but specifically as a tool to enable real-life connections with friends and associates. For a generation that has grown up in a proverbial tech bubble, it’s refreshing that they want to […]
Cocooning: Baby, it’s cold, dark, scary, wild and crazy out there
This article was originally published in Business Day. It is a snapshot of a conversation that Bronwyn Williams, Carmen Murray, Kalnish Singh and Faith Popcorn had about cocooning. Continue reading to find out how “SA is a world trendsetter for ‘cocooning’. Our security estates that rich families never need to leave, our boomed-off suburbs and […]
Savvy savers
In today’s observation we share insights gained from our recent 30/30/30 Project on what Gen Zs relationship with money is, especially their saving habits. Continue reading, if you want to know what we learnt about what drives this generation to save and what this says about the kind of future they imagine for themselves. What […]
Vital-I-Seed Pouch
A bag of hope. A bag of rebirth. You are at the heart of it. We need you. We seed our power to you! Who was the group? The participants were professionals from different backgrounds who attended our Practical Foresight Skills for Everyone Workshop (16/17 July 2024). What is the product/service/experience? The Vital-I-Seed Pouch is […]
Reimagining religion
What we learnt: While the large majority of our sample indicated that they were religious, 30% do not consider themselves to be religious, while 13% of our group indicated they were looking for ancestral guidance. We also found that some interviewees view religion as an important coping mechanism during difficult times. “I’m very much trying […]
Let’s talk about it
What we learnt: Within our research group, 43% are undergoing or have been to therapy, indicating an openness to seeking psychological help that differs from the attitude of older generations. In conjunction with counselling, 17% have taken antidepressants, while 20% have had suicidal thoughts. “I’d say maybe matric was my hardest. I definitely did have […]
Fragmented identity
What we learnt: Our conversations with these 30 young people revealed something that we had not specifically been looking for – that this generation has fragmented identities. This insight is not entirely new since young people have always had different personalities from their parents compared to their friends. But, social media and technology have increased […]