Consumer Trends: Gen-Z and the Design of Tangible Artefacts (in collaboration with CEWE)
PhD in Global Sustainable Development via Design Route.
Applications are invited for a fully funded 3.5-year PhD studentship to investigate how Generation Z are reshaping consumer culture through their renewed engagement with tangible media and artefacts.
Often assumed to be “digital natives,” Gen-Z are showing a more complex relationship to media than previous generations. Alongside their fluency in online platforms, there has been a marked resurgence of interest in analogue and physical forms such as printed photobooks, vinyl records, film photography, and other vintage or tactile experiences. This project will explore how such trends reflect broader values of authenticity, nostalgia, mindfulness, sustainability, and aesthetic curation in everyday lives, and how these values influence purchasing decisions, lifestyle branding, and design practices.
Spotlighting photobooks as a core case study, alongside formats such as vinyl and film photography, the project will ask: Why do physical artefacts resonate so strongly with a generation raised on screens? What roles do social media influence, peer culture, and sustainability concerns play in driving consumer practices? What are Gen Z’s motivations and how does the conflation of hi and lo tech offer commentary on the future or status of technology and sustainability? How do retail, publishing, and design industries respond to these shifts? And how might these insights inform future product design, branding, and cultural engagement strategies?
We are particularly interested in interdisciplinary methodologies. We would like submissions from candidates already fluent in both theory and practice but are also open to applicants who wish to develop their praxis. The project encourages investigations spanning anthropology, design, cultural studies, consumer psychology, marketing, media research, and any other relevant (inter)discipline. The successful applicant will be supervised by a Supervisor from Warwick’s GSD /Design Studies and a larger supervisory team including support from partners at Cewe.
How to apply:
To apply, please submit the following in a single PDF to PGGSD@Warwick.ac.uk:
* CV (maximum 2 A4 pages )
* Project proposal which includes proposed PhD title, aims, indicative literature survey (with bibliography), proposed outputs and the contact for two academic referees (1,000 - 2,000 words)
* Academic writing sample and, if applicable, indicative portfolio or practice (e.g. Masters dissertation chapter, design work, exhibitions etc)
* Names and contact details for two referees (at least one academic)
In addition, you must also make an application for a PhD in Global Sustainable Development at: Global Sustainable Development (MPhil/PhD).
Applicants that have not submitted both the scholarship and course application will not be considered.
For informal enquiries, contact Dr. Jane Webb with the subject line: WCF Gen-Z Consumer Trends.
Eligibility:
Applicants should have an honours degree (2:1 or above) and a relevant Master’s degree, or equivalent qualifications or experience.
Funding Details:
The scholarship will cover full tuition fees at the UK/Home fee level and will also provide an annual stipend for 3.5 years at the UKRI rate (for 2025/26, this is £20,780 and rates will increase slightly in subsequent years of the award).
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