Manufacturers will need to keep up with the endless list of food and drink ‘I wants’ in order to connect with Generation Z consumers determined to express themselves through what they buy, according to the latest report from Futures , the new insights service from just-food and sister site just-drinks.

Digitally-savvy, politically aware and control-orientated Gen Zers – usually defined as people born from the mid-1990s to the early 2000s – are using their spending power and access to information to buy from companies that make a positive social impact, Connecting with Generation Z, the sixth FUTURES report to be published, has found.

FUTURES editor Lucy Britner said: “Having never known a world without iCloud, iPlayer and iPad, it comes as no surprise that Gen Zers, also known as ‘iGeneration’, are backing ‘i’ when it comes to investing in their own choices, making an impact, and being individualistic.

“This is why food and drinks companies need to consider everything from collaborating with tech companies and examining the place of influencers, to looking at environmental credentials, in order to engage with the so-called iGeneration.

“As GEN Z enters the workforce, becomes old enough to drink and enjoys increased spending power, food and drinks firms will have to shift their millennial mindset to make way for a whole different set of priorities.”

Key features in the report include megatrends driving Gen Z behaviour, a focus on Gen Z in China from experts at marketing specialist Hot Pot , an examination of Gen Z in the workforce from executive coaches at The Preston Associates and seven things food and drinks companies can start to do now

Launched in October 2018, FUTURES studies key trends that threaten to disrupt the food and drinks industries – from new technologies to changes in consumer behaviour – and provides insight into how businesses can respond.

Previous reports examined the growth of autonomous grocery delivery, exploring the world of cannabis in food and drinks, the war on plastic, the future of personalised nutrition, and the rise of smart technology.

Visit the just-food FUTURES microsite to download this report  – and the previous five – for FREE.