An Economic Media Report; Generation Z Has Passed Beyond 'Brand Iran'

An economic weekly in Iran has extensively addressed the topic of 'Generation Z' and its impact on the country's economy and the direction of household consumption, stating that the share of Iranian brands in the 150 trillion toman market of 'Generation Z' is almost nonexistent; a fact that indicates this generation's departure from 'Iranian brand' as well as 'Brand Iran.' The publication 'Tejarat-e-Farda' believes that 'the 80s generation' has the most influence on family purchasing decisions, announcing that their market exceeds 800 trillion tomans. Analysts find this statistic very noteworthy and believe that the influence of this generation cannot be overlooked in economic, social, and political policymaking. This issue draws attention in the economic sphere when 'Tejarat-e-Farda' reports that 'the favorite products of this generation are not produced in Iran.' The author of this publication emphasizes that some believe Iran's chaotic economy has succumbed to the global tastes of Generation Z. Accordingly, the publication states that statistics show the youth have little attachment to Iranian brands, with some studies indicating that none of the top 20 choices of this generation include an Iranian brand. In a broader picture, it is noted that among the 50 favorite brands of this generation, only three Iranian brands are seen, including one banking brand and two snack brands. The author of 'Tejarat-e-Farda' considers the new generation's reluctance towards Iranian brands to be beyond mere consumer preference, stating that sociologists see a significant relationship between 'national brand' and the commercial brands of countries. Thus, the publication emphasizes that the more popular the national brand and domestic credibility of a country's political structure, the more likely young people are to lean towards domestic products. The author reports on the depth of the crisis created between the new generation and the rulers, stating that 'the aversion to Iranian brands is directly related to the aversion to 'Brand Iran.' The reports mention the disconnection of Iranian businesses from global markets due to economic sanctions and numerous internal restrictions as other factors contributing to Generation Z's reluctance towards domestic products. The reporter also refers to the issue of filtering, emphasizing that the reference media for this generation in Iran is filtered, and the lack of advertising in these media has removed Iranian products from this generation's consumption basket. According to 'Tejarat-e-Farda,' the speed of this generation is very rapid, and politicians and decision-makers have fallen behind this speed, with 'the 80s generation' being so influential that their preferences have led to the boom of some businesses while causing others to decline. Experts believe that engaging with this generation requires a new perspective and a new language since 'Generation Z' has the ability to create fundamental changes in the economic, cultural, and political structures. For example, in the economic sphere, 'Tejarat-e-Farda' writes that if policymakers do not reach a correct understanding of the needs and preferences of this generation and do not adjust their policies accordingly, they will boost the smuggling market and enlarge the informal economy. This same point applies in other areas, as the reluctance of this generation to read has shifted the boom from the publishing and book sector to other areas such as cafes and fast food. Accordingly, experts believe that a generation that prioritizes cafe-hopping and derives its cultural content from social networks has easily challenged the social and cultural relations of the country. In the political sphere, the influence of this generation cannot be overlooked. In this regard, one can refer to the impact of this generation on last year's nationwide protests, where the 80s generation was at the forefront, and part of the protest reactions came from schools. Mostafa Mehrayee, a sociologist and assistant professor at the Research Institute for Humanities and Cultural Studies, stated in April of this year to the 'Khabar Online' website: this generation is one that 'has a deep understanding of humanity,' wants the world for 'reconciliation,' has a 'better understanding' of life, and before studying philosophy, 'is a philosopher in itself.' 'Generation Z,' which globally and locally encompasses 'those born in the second half of the 1970s and throughout the 1980s,' includes the highest number of participants in last year's nationwide protests and the highest generation with detainees during the protests.