Global design consultancy FITCH has conducted an international study in Europe, Russia and China to learn what influences purchasing behaviours of younger people aged 14-19, a so-called Gen Z. It was discovered that these shoppers, who represent the most culturally diverse type of consumers today, has their own “Five-point path to purchase.” The study is based on ethnographic interviews and first-hand feedbacks as well as design-focused observations.

As part of the IPA’s international outreach programme to promote the UK and its world leading creative industries, and to develop long-term business links with Brazil during the Olympic handover period, the organisation recently conducted a study tour of Brazil’s creative hotspots. The trip gave us the opportunity to experience firsthand the cultural diversity and creative energy which has delivered Brazil a number of Cannes Lions in the last few years alone.