Why Gen Z Is Turning Traditional — And What It Means
Once seen as agents of change, Gen Z is taking an unexpected turn — toward tradition.
In our latest report, Trad Is Trending—But Not How You Think, we explore a generational pivot that’s catching many brands by surprise. Rather than pushing boundaries, a growing share of Gen Z is opting for comfort, familiarity, and control.
In fact, 62% now identify as risk-averse — a notable rise that reflects deeper cultural undercurrents.
Download the excerpt for deeper insight into Gen Z’s cultural recalibration and what it signals for the future of branding.
What’s Driving the Shift?
This generation has grown up in the shadow of broken promises — from financial instability and climate anxiety to institutional distrust. In response, they’re seeking grounding in the tangible and the timeless.
That desire shows up everywhere: in how they eat, dress, shop, and engage with the world. Simplicity is in. So is routine, nostalgia, and anything that feels real.
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62%
of Gen Z now identify as risk-averse
What This Means for Brands
This isn’t just a trend — it’s a new orientation toward the world. Brands hoping to connect with Gen Z will need to reconsider their playbooks.
Winning their loyalty won’t come from louder messaging or bigger promises. It will come from meeting them where they are: looking for meaning, not noise.
The Takeaway
Gen Z is evolving — and fast. Understanding their shifting values is essential to staying relevant. Brands that embrace this new mood of restraint, purpose, and trust will be better positioned for what’s next.
Want the full story?
Download the excerpt from Trad Is Trending—But Not How You Think for deeper insight into Gen Z’s cultural recalibration and what it signals for the future of branding.