Yolo, Fomo, and the emotional purchase of Generation Z

Generazione Z yolo fomo iGen MBK FIncom ProduceShop

Two sides of the same coin: buying habits and social behaviour. They are both dictated by deficit behavioural biases, which lead an entire Generation Z to an increasingly growing purchasing habit. Behaviours on which many contemporary brands have built their fortunes. From wanting to live the moment to not being able to lose anything. The group […]