Uniquely Generation Z

What brands should know about today’s youngest consumers

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Executive overview

Authors: Jane Cheung

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, Global Leader for Consumer Products, IBM Institute for Business Value,
Simon Glass

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, Global Retail Leader,
Christopher K. Wong

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, Vice President of Strategy and Ecosystem, IBM Global Consumer Industry,
David McCarty

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, IBM Consumer Products Industry Leader

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.


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