Welcome to the exciting world of Gen Z.   Born between 1997 and 2012, Gen Z is “considered the first true digital natives, having grown up with technology as an integral part of their daily lives.” (Precourt) With their technological savviness, the unique characteristics of Gen Z make them a force to be reckoned with the in global workforce. 

Characteristics of Gen Z

  1. Gen Z seeks purpose-driven work.  “Their interests, likes/dislikes, personality, values and intrinsic motivation often drive them to the next venture in their career.” (Precourt) 
  2. Gen Z desires instant gratification. This instant gratification translates into a priority on speed, convenience and efficiency in consumption, shopping and work. Door Dash recognized this and is now a $80 billion company. 
  3. Gen Z favors social responsibility. The world, and their future  in it, matter to them. “70% of respondents from a Deloitte survey found that a company’s commitment to social responsibility is an important factor when considering a job offer.” (Naveed)
  4. Gen Z values flexibility with “64% of respondents from a Gartner survey preferring a hybrid work model with authentic connections.” (Naveed)
  5. Gen Z prioritizes health and wellness. Natural ingredients and sustainably sourced foods are important with “47% following food trends on social media.” (Glanbia)

Gen Z also knows how to spot a great opportunity, and their current cultural obsession is with sardines.   Sardines are a small silver fish that, prior to Gen Z’s mania, often sat on supermarket shelves gathering dust.  Influencers are now promoting sardines for health, beauty and the Gen Z concept of “maxxing- internet slang for optimizing a specific area of one’s life.” (Cunningham) The hype around sardines is based on their high protein content, Omega 3 fatty acids and ability to boost collagen calling them “skincare in a can.” (Cunningham). As sardines pack 28 grams of protein per serving, this aligns with Gen Z’s health and wellness goals as a way to reduce inflammation – one of the Internet’s frequently-discussed medical conditions. 

Theres’s another reason that Gen Z is fixated on sardines and it’s economic.  Sardines have traditionally been an inexpensive food product and Gen Z is certainly concerned about affordability. The desire to eat well on a budget is a popular food trend and “42% of Gen Z use social medial to share their opinions on food.”(Glanbia)   Sardines fulfill Gen Z’s focus on creative dining options, inexpensive price ticket, and health and beauty goals, all in a tightly packed colorful tin.   

That’s Gen Z for you—bringing a surprising glamorous makeover to tinned fish and seizing the opportunity to fulfil Gen Z’s wellness and economic goals in fun, visual, digital and engaging ways.  It’s time to revisit traditional products and services to reposition them in a way that makes them fresh and renews their appeal.