{"data":{"prismic":{"blog_article":{"article_type":"Reports","title":[{"type":"heading1","text":"An Effortless Future: How Gen Z is redefining effort, loyalty and what \"good\" looks like online","spans":[{"start":3,"end":13,"type":"strong"},{"start":35,"end":46,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our latest research revealed that designing for effortlessness is now a key strategic imperative to winning Gen Z. Don't waste money on hype. Focus on performance. Find out more here.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"Our latest research revealed that designing for effortlessness is now a key strategic imperative to winning Gen Z. Don't waste money on hype. Focus on performance. Find out more here.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"An Effortless Future: How Gen Z is redefining effort, loyalty and what \"good\" looks like online","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null,"profile_picture":null},"published":"2026-01-15","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aZiGpsFoBIGEgm0s_GSwebsiteheader.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/1645dfbf59191549e47ca125d21b9619/ea5de/aZiGpsFoBIGEgm0s_GSwebsiteheader.png","srcSet":"/static/1645dfbf59191549e47ca125d21b9619/6b0e5/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 200w,\n/static/1645dfbf59191549e47ca125d21b9619/a489e/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 400w,\n/static/1645dfbf59191549e47ca125d21b9619/ea5de/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 800w,\n/static/1645dfbf59191549e47ca125d21b9619/b36f0/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 1200w,\n/static/1645dfbf59191549e47ca125d21b9619/cfd9e/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 1600w,\n/static/1645dfbf59191549e47ca125d21b9619/96abc/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 1808w","srcWebp":"/static/1645dfbf59191549e47ca125d21b9619/0c129/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp","srcSetWebp":"/static/1645dfbf59191549e47ca125d21b9619/0e93d/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 200w,\n/static/1645dfbf59191549e47ca125d21b9619/2259f/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 400w,\n/static/1645dfbf59191549e47ca125d21b9619/0c129/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 800w,\n/static/1645dfbf59191549e47ca125d21b9619/45222/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 1200w,\n/static/1645dfbf59191549e47ca125d21b9619/1f191/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 1600w,\n/static/1645dfbf59191549e47ca125d21b9619/70720/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"an-effortless-future-gen-z-report"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Shifting States: A new way for brands to understand Gen Z's fluid state of mind","spans":[{"start":9,"end":15,"type":"strong"},{"start":60,"end":71,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Shifting States is the name of our UK representative research into Gen Z that offers brands a new way to connect with a generation defined by change. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WcaxsAHJWomDMv_SSblogheader.png?auto=format,compress"},"article_type":"Reports","published":"2025-02-14","link":{"uid":"shifting-states-gen-z-insight-report"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WcaxsAHJWomDMv_SSblogheader.png?auto=format,compress"},"_meta":{"uid":"shifting-states-gen-z-insight-report"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Loyalty By Design | How To Build Digital Experiences Gen Z Choose To Return To","spans":[{"start":0,"end":17,"type":"strong"},{"start":53,"end":58,"type":"strong"},{"start":69,"end":75,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The latest phase in our Gen Z insight programme has landed. This time, we've cracked the Gen Z loyalty code. The answer? They aren't loyal to brands, they're loyal to experiences.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1807,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png?auto=format,compress"},"article_type":"Reports","published":"2025-09-10","link":{"uid":"loyalty-by-design-gen-z-report"},"image":{"dimensions":{"width":1807,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png?auto=format,compress"},"_meta":{"uid":"loyalty-by-design-gen-z-report"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"In 2026, many brands are still investing digital budget in campaigns, features and rebrands that fail to drive loyalty or long-term growth.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our research shows that digital effortlessness has become the defining factor in how brands are judged. Gen Z may be setting the benchmark, but these expectations are now shaping behaviour across every generation.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Inside An Effortless Future, you’ll find:","spans":[{"start":7,"end":27,"type":"em"},{"start":7,"end":27,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/shifting-states-gen-z-and-the-future-of-digital-experience/","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"→  New data revealing where friction erodes loyalty","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→  Insight from UX, technology, strategy and creative leaders on what “effortless” really means in practice","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→ A practical approach to using imperfect or ‘bad’ data to design lower-effort experiences","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→ Clear recommendations to help you move from principle to implementation","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→ Visual frameworks and infographics you can use internally","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you lead digital, product or brand experience, this report will help you focus effort (and budget) where it actually makes a difference.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Access all of the insight and get ready to unlock your Gen Z advantage here.","spans":[{"start":43,"end":75,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/shifting-states-gen-z-and-the-future-of-digital-experience/","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"an-effortless-future-gen-z-report"}}}},"pageContext":{"isCreatedByStatefulCreatePages":false,"rootQuery":"\n  query PrismicBlogArticleByDocumentID($uid: String!) {\n    prismic {\n      blog_article(uid: $uid, lang: \"en-gb\") {\n        ...prismicBlogArticleFields\n      }\n    }\n  }\n","id":"aZh9thIAACkAj0DQ","lang":"en-gb","uid":"an-effortless-future-gen-z-report","alternateLanguages":[]}}