{"data":{"prismic":{"blog_article":{"article_type":"Reports","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"}],"seodescription":[{"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"}],"seotitle":[{"type":"paragraph","text":"Shifting States: A new way for brands to understand Gen Z's fluid state of mind","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null,"profile_picture":null},"published":"2025-02-14","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WcaxsAHJWomDMv_SSblogheader.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/7a7b15d23b2067c72bafccccba385d6e/ea5de/Z8WcaxsAHJWomDMv_SSblogheader.png","srcSet":"/static/7a7b15d23b2067c72bafccccba385d6e/6b0e5/Z8WcaxsAHJWomDMv_SSblogheader.png 200w,\n/static/7a7b15d23b2067c72bafccccba385d6e/a489e/Z8WcaxsAHJWomDMv_SSblogheader.png 400w,\n/static/7a7b15d23b2067c72bafccccba385d6e/ea5de/Z8WcaxsAHJWomDMv_SSblogheader.png 800w,\n/static/7a7b15d23b2067c72bafccccba385d6e/b36f0/Z8WcaxsAHJWomDMv_SSblogheader.png 1200w,\n/static/7a7b15d23b2067c72bafccccba385d6e/cfd9e/Z8WcaxsAHJWomDMv_SSblogheader.png 1600w,\n/static/7a7b15d23b2067c72bafccccba385d6e/96abc/Z8WcaxsAHJWomDMv_SSblogheader.png 1808w","srcWebp":"/static/7a7b15d23b2067c72bafccccba385d6e/0c129/Z8WcaxsAHJWomDMv_SSblogheader.webp","srcSetWebp":"/static/7a7b15d23b2067c72bafccccba385d6e/0e93d/Z8WcaxsAHJWomDMv_SSblogheader.webp 200w,\n/static/7a7b15d23b2067c72bafccccba385d6e/2259f/Z8WcaxsAHJWomDMv_SSblogheader.webp 400w,\n/static/7a7b15d23b2067c72bafccccba385d6e/0c129/Z8WcaxsAHJWomDMv_SSblogheader.webp 800w,\n/static/7a7b15d23b2067c72bafccccba385d6e/45222/Z8WcaxsAHJWomDMv_SSblogheader.webp 1200w,\n/static/7a7b15d23b2067c72bafccccba385d6e/1f191/Z8WcaxsAHJWomDMv_SSblogheader.webp 1600w,\n/static/7a7b15d23b2067c72bafccccba385d6e/70720/Z8WcaxsAHJWomDMv_SSblogheader.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"shifting-states-gen-z-insight-report"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"New collaboration: Great State and the RNLI","spans":[{"start":4,"end":17,"type":"strong"},{"start":19,"end":30,"type":"strong"},{"start":38,"end":43,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"It's with great pride we can announce that the Royal National Lifeboat Institution (RNLI) has appointed us as their new strategic digital agency at an exciting time in their 200 year history! Read more here.","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/ZyI20q8jQArT0Bgz_BLOGHEADERS1808x1016px-16-.png?auto=format,compress"},"article_type":"News","published":"2024-10-31","link":{"uid":"new-collaboration-great-state-and-the-rnli"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZyI20q8jQArT0Bgz_BLOGHEADERS1808x1016px-16-.png?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-the-rnli"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Gen Z appeal: how the Royal Navy got it right ","spans":[{"start":0,"end":45,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"We collaborate with the Royal Navy on more than just their digital transformation projects. We help them capture the attention of Gen Z audience through multi-channel creative campaigns. In this blog, find out how we influence and attract new recruits through multi-channel creative campaigns. Read on. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Ruston Butcher","job_title":"Account Director"},"thumbnail":{"dimensions":{"width":1200,"height":674},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/c9c3b9fa-6ee4-4652-b398-56dd3a1859c3_Blog_Burst_Cover_1200x674.jpg?auto=compress,format"},"article_type":"News","published":"2023-04-04","link":{"uid":"a-burst-of-gen-z-activity"},"image":{"dimensions":{"width":1200,"height":674},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/c9c3b9fa-6ee4-4652-b398-56dd3a1859c3_Blog_Burst_Cover_1200x674.jpg?auto=compress,format"},"_meta":{"uid":"a-burst-of-gen-z-activity"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"The Higher Education Digital Experience Report","spans":[{"start":0,"end":46,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Our new research deep dives into the current digital landscape of Higher Education. The results reveal an emerging Digital Experience Gap within universities, which is only set to increase.","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Nicola Hinds","job_title":"Strategy Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/830c9665-ab90-47ca-b350-9298f62a7854_GS_HE_Blog.png?auto=compress,format"},"article_type":"Reports","published":"2022-06-21","link":{"uid":"the-higher-education-digital-experience-report-2022"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/830c9665-ab90-47ca-b350-9298f62a7854_GS_HE_Blog.png?auto=compress,format"},"_meta":{"uid":"the-higher-education-digital-experience-report-2022"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Introducing Shifting States: your guide to understanding your next generation of consumers. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Gen Z is often seen as unpredictable, shifting direction seemingly at random. But we believe there’s more to the story. Shifting States offers a new perspective on their nature and how brands can adapt to meet them where they are and where they’re going.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Access the report here.","spans":[{"start":0,"end":22,"type":"hyperlink","data":{"link_type":"Web","url":"https://greatstate.cdn.prismic.io/greatstate/aZh75MFoBIGEgmuG_ShiftingStates1.0_Compressed.pdf","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"This is our proprietary research into the digital needs, wants, attitudes and beliefs when it comes to Gen Z. We reached out to 1800 participants, conducted over 350 Gen Z deep dives to reveal 64 brand and digital data points.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"What you’ll learn:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Why Gen Z seem so different to previous generations  ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Surprising stats about their relationship with brands, trends and technology ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Practical steps your brand can take to adapt to Shifting States","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This is not the last word on an evolving subject, but a contribution to an industry challenge that’s yet to be solved.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"One thing is for sure: Shifting States will challenge what you thought you knew about Gen Z.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Access the report here.","spans":[{"start":0,"end":22,"type":"hyperlink","data":{"link_type":"Web","url":"https://greatstate.cdn.prismic.io/greatstate/aZh75MFoBIGEgmuG_ShiftingStates1.0_Compressed.pdf","target":"_self"}}],"direction":"ltr"}]}}],"_meta":{"uid":"shifting-states-gen-z-insight-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":"Z8WgyREAAC0ABcOg","lang":"en-gb","uid":"shifting-states-gen-z-insight-report","alternateLanguages":[]}}