Building customer engagement with Gen Z, today's youngest consumers

By Christopher Wong, Jane Cheung, Simon Glass and David McCarty

Disruptive and distinctive, Gen Z shoppers are growing up

A new kind of shopper is on the rise. Relentless technological innovations, challenging economic conditions and complicated global politics strongly influence Gen Zers habits, behaviors and expectations. Despite their young ages, members of Generation Z (Gen Zers) already hold unprecedented influence over family purchasing decisions and wield enormous economic power. Retail and consumer products (CP) brands must engage the upcoming Gen Zers now to prosper tomorrow.


Uniquely Generation Z. What brands should know about today's youngest customers. Surveyed Gen Zers use devices primarily for texting and chatting. Graphic showing figure representing Gen Z with radiating pie graphs showing the activities they do on mobile: 58% play games; 59% access entertainment; 73% text and chat; 36% do schoolwork; 28% learn new things; 17% shop and browse


Uniquely Generation Z: What brands should know about today’s youngest consumers

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