The inspiration that guides my choice for the Taste assignment is sustainability.
The GenZ is attentive to the health of humans and the environment. Determined to challenge stereotypes, they are concerned about climate change and strive for a greener and more peaceful world. They do not disdain animal proteins but they certainly have a leaning towards a “vegetal switch”. Ecological awareness is strong in them, even in a political key, which also affects their way of shopping: more respectful of the environment even if they still have a low spending power. They have a strong sense of ethics and justice, they choose brands that do something for the planet, choose a short supply chain and use clean cultivation and production techniques (Clean Label). The ability to know how to put oneself in the shoes of others, to be compassionate, to know how to care for others, for the less fortunate are cornerstones of the GenZ, as well as the sense of respect and responsibility towards social and cultural norms and values. They buy products and services from those companies that will be able to demonstrate that they are genuinely and authentically "socially responsible". They prefer organic, sustainable food, they want to know exactly what they consume, they prefer fresh and innovative food. Greedy, yes, but healthy! They don't like to shop physically. Instead of going to the supermarket, they prefer delivery, perhaps from a farmer who delivers crates of km0 fruit and vegetables.