tms’ Strategist shares how Gen Z’s homestead mindset is redefining consumerism with Ad Age
Modern consumerism is facing a reckoning – and Gen Z is leading the charge. In a recent op-ed for Ad Age, tms’ Strategist Erin Nadel explores how young consumers are pushing back against the endless pressure to buy more, choosing instead to embrace a “homestead” lifestyle rooted in underconsumption, sustainability, and self-sufficiency.
As Gen Z prioritizes quality over quantity and experiences over possessions, brands stay relevant by creating meaningful experiences, fostering community, and offering products with real purpose
Erin explains that the rise of the “homestead lifestyle” reflects Gen Z’s desire for authenticity and connection. From composting and community gardens to DIY repairs and mindful consumption, these behaviors signal a profound change in what value and success look like for a new generation.
Read Erin’s full op-ed on Ad Age
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