All Gen Z articles
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OpinionEOCA – What you thought you knew has changed: good to better
As Earth Day nears, EOCA quietly shifts into a more powerful role – reshaping how the outdoor industry addresses nature, risk and long-term sustainability.
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News briefsNikwax launches ‘Formulated for Adventure’ campaign
The company partners with top outdoor brands to inspire Millennials and Gen Z to explore nature, supported by a vibrant new campaign and research initiative.
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News briefsStrava’s Year in Sport report highlights key trends in 2024
The new report showcases global fitness trends, revealing a shift toward balance, social connections and breaking generational fitness barriers.
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ArticleFrom Fandom to Fundom: transforming brand engagement
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In our mini-series brand strategist Fredrik Ekström explains the transformation of the consumer and in this third out of four articles introduces the expression of “Fundom” and what it means for brands.
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ArticleNavigating uncertainty: EOS 2024 focuses on circularity and collaboration
The 2024 European Outdoor Summit at Cambridge Union focused on sustainability, EU regulations and collaboration opportunities in the outdoor industry. Will Renwick reports for OIC on the event.
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OpinionThe churn is the concern. Is the answer as simple as this?
My most frequently asked opinion around the textile industry is what to do as individual consumers want to reduce their footprint. Their real question is which brand is best to patronize if something new has to be bought. This is a valid question, as without profit coming into the industry, ...
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OpinionPurpose; Passion; Profit – what counts most?
Those students who I have taught know I am a fan of Malcolm Gladwell – someone I first met in person 26 years ago in Colorado. Best known for his Tipping Point and also Outliers books, I always recommend Blink as an important text to read. The latter is about ...
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OpinionCorporate social responsibility - could this be a way to reduce staff fluctuation?
There has been a culture change towards employment in my lifetime: no longer are workers expecting jobs for life. The change has already happened but is sparking something greater with those affected. My graduating students realize they need work skills and know that a period of attachment with a brand ...
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ArticleStrava Year In Sport Report shows social connections are the biggest motivator
Strava has released its Year In Sport: The Trend Report, highlighting global trends among active people across all generations. It reveals that Generation Z’s behaviors and habits differ from other generations, but they also have different motivators, barriers and interests when it comes to staying active. For the report, Strava ...
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News briefsBerghaus’ parent looking to establish a "youth board of directors"
Pentland Brands is joining mission-led start-up The People to form a new youth advisory board at the heart of its employee experience. The group, whose brands include Berghaus as well as Speedo and Ellesse, is seeking six young people under 30 in its key markets – the UK, USA, India, ...
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OpinionThe mountain and the metaverse – Synergy or contradiction?
Following our interview with Christoph Engl, the CEO of Oberalp, conducted at the 5th Oberalp Summit, we present a follow-up article by sportswear expert Alexa Dehmel, who looks at the event on the topic of “Metaverse” from a designer’s perspective.
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News briefsOberalp group selects Gen-Z “shadow board” to advise the management
As announced before, the Oberalp Group has selected eight of its employees under 28 to form the company’s new shadow management board named “Board4Next”. The individuals were selected from over 40 applicants for the new positions, all of whom submitted a short application video. For a time span of two ...
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News briefsOberalp tackles its brand’s relevance for the Gen Z
The annual Oberalp virtual summit, just held in Zurich, Switzerland, had a special theme: “The Gen Z mountains – how the next generation is changing the outdoor industry.” In a virtual and physical meeting, several speakers, activists and Gen Z outdoor enthusiasts gathered to discuss the issues that move the ...
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ArticleNew study on social shopping in Germany: Where the product finds the buyer
One in five Germans has bought something via social networks, just as many can imagine it. Social media and e-commerce are merging, and the customer journey is being redefined. A recent YouGov study shows the relevance of social shopping for German consumers.
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News briefsJanSport continues commitment to Gen Z and mental health in the U.S.
JanSport, owned by VF Corp., launched the second phase of its #LightenTheLoad campaign in the U.S., created to drive open conversations around Gen Z and mental health. Half of the brand’s target consumer, the Gen Z population, according to the American Psychology Association, feels they adequately manage their stress while ...
