A researcher, social activist, team leader, and academic lecturer, he is Expert in Research at the Social Impact Alliance for CEE, working at the intersection of business and social impact, and lectures on Marketing Research at the Faculty of Management at the University of Warsaw. As a Senior Partner at Minds & Roses, he leads a research team, having previously spent 10 years at Kantar, and specializes in innovation, strategy, and experience design, combining analytical expertise with a deep understanding of business realities; he also leads an education working group within the Polish Society for Market and Opinion Research, trains for long-distance running, and is a regular at Dziki Warszawa basketball games.
Sessions
Jun 23
2:15 PM - 2:35 PM GMT+2
Blue Stage
Audience Insight
Consumer Behavior
Shopper & Pack Testing
Trend Forecasting
The Smartflation Generation: Always Get What They Want?
Smartflation is Gen Z’s response to inflation and rising living costs. Raised on instant gratification, they refuse to lower aspirations - they optimize instead. Smartflation blends frugality with desire, using hacks, platforms, and tech to protect lifestyle. It’s not about spending less, but spending smarter in a world of pressure, comparison, and constant temptation. Key Takeaways: 1. Smart choices are a status symbol, so GenZ need to hack their shopping just to flex. 2. Gen Z refuses to trade down aspirations, using tech, hacks, and platforms to optimize prices. 3. Smartflation shifts power to consumers - brands must win on value, transparency, and speed.
