The Gen Z Paradox

Designer → Katherine Donaldson

VMLY&R Commerce x Livity investigated Gen Z shopping habits by researching 5 cities globally with some of the fastest growing economies and largest Gen Z populations (Manchester, Mumbai, Lagos, Houston and Shenzhen). There is a huge gap between how Gen Z want to shop and how they actually shop. The research aimed to close this gap and better reach Gen Z globally. My role: I helped visually bring market research to life with animation, videography, photography and other graphic elements.