Gen Z'ers - mensen geboren tussen 1997 en 2012 - besteden gemiddeld 6,5 uur per dag op hun smartphone, waarvan ruim de helft op sociale media. Sociale media zijn voor jongeren een belangrijke informatiebron geworden, ook op het gebied van financiën (AFM, 2025). Gen Z zoekt vaker financiële informatie …

Purpose This study explores the relationship between second-hand fashion retailers’ marketing tactics and the purchasing drivers of Generation Z (GenZ) consumers, defined as individuals born between the mid-1990s and early 2010s, in the Netherlands. This study aims to identify areas of alignment and …

This book provides empirical evidence on youth engagement with peace, justice, and strong institutions (SDG 16). It takes a bottom-up approach to exploring the meaning and value of global citizenship and social cohesion. It showcases three studies about how the younger generation interprets SDG 16, EU …

This thesis explores the evolving relationship between social media and fashion identity in the aftermath of the Covid-19 pandemic. Since public life was drastically restricted during the lockdowns, social media platforms emerged as critical spaces for self-expression, inspiration, and identity experimentation …

The Use of K-pop Idols as Trend Forecasting Tools This thesis explores how K-pop idols and their fan communities co-create fashion trends, and how brands can leverage this dynamic as a forecasting tool. As traditional trend cycles become outdated in the fast-paced digital age, K-pop offers a real-time, …

This research investigates how fashion brands can authentically engage Generation Z through co-creation practices that enable meaningful product customization. Survey results revealed that while 78% of respondents expressed strong interest in customization, only 24.4% had followed through with a purchase, …

In een tijd waarin generatie Z massaal de arbeidsmarkt betreedt, wordt het voor organisaties steeds belangrijker om hun werkbeleving en behoeften te begrijpen. Dit onderzoek richt zich op de werktevredenheid van generatie Z binnen de retailomgeving van Rituals. Met een combinatie van kwalitatieve …

In dit onderzoek wordt gekeken naar naar het samenspel tussen de oudste generatie en een andere generatiegroep in de samenleving, de gen – Z (geboren na 2001) en millennials (geboren tussen 1986 en 2000) die net klaar zijn met hun studie. Ze hebben in hun maatschappelijke leven nog niet zoveel met ouderen …

In turbulent times marked by environmental urgency and democratic uncertainty, Generation Z is emerging as a vital actor in sustainability transitions. Defined as those born between 1997 and 2012, Gen Z is known for growing up in a digital world, with strong values around inclusion, climate action, and …

This study explores the relationship between second-hand fashion retailers’ marketing tactics and the purchasing drivers of Generation Z (GenZ) consumers, defined as individuals born between the mid-1990s and early 2010s, in the Netherlands. This study aims to identify areas of alignment and misalignment …