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Gen Z is redefining what it means to be a modern consumer. They are digital native, socially aware and increasingly powerful in shaping global demand. According to NielsenIQ, their economic influence could reach twelve trillion US dollars by 2030, making them one of the most consequential generations for brands that want long term relevance. But Gen Z cannot be approached with traditional brand thinking. They evaluate brands through a very different lens, one shaped by values

The shelf is moving from a static physical space to a dynamic, intelligent system shaped by technology, behaviour and context. Artificial intelligence is accelerating this shift, transforming how products are discovered, compared and chosen long before a consumer reaches the point of sale. The Shelf Is Expanding Once limited to the aisle, the shelf now exists across multiple environments at the same time. Search results, social feeds and ecommerce storefronts behave like flui

Self care has moved from a category to a cultural movement. It reflects a broader shift in how people manage energy, identity and emotion in an increasingly demanding world. What was once centred on indulgence has transformed into a daily practice grounded in meaning and recovery. A New Understanding of Wellbeing Consumers are reframing wellbeing as something that integrates emotional stability, sensory comfort and functional support. They are looking for products that fit na