Rhythm, fluidity and simplicity
Generation Z get everything done at once. Using their smartphone, they can communicate across all of their networks at the same time while doing something else 'in real life'. They quickly jump from one activity to another, with a limited attention span.
As they go through life, they are not afraid to accumulate different lives, jobs and experiences. Why have one hobby when you can have ten?
Efficiency
Although experience is always valuable, brands must know how to go back to basics, in areas such as service and CRM. Story-telling serves no purpose if the fundamentals are not in place. Impatient consumers, who are used to ergonomic, ultra-smooth digital navigation, expect the same from their relationship with a brand. They want it to be simple and efficient, with no nonsense.