Uniquely Generation Z

What brands should know about today’s youngest consumers

Download PDF Report

Download PDF report

You might also like:


AI-driven synergy for consumer products and retail supply chains

Read Next


Executive overview

Authors: Jane Cheung

Connect with author:


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

Connect with author:


, Global Retail Leader,
David McCarty

Connect with author:


, IBM Consumer Products Industry Leader,
Christopher K. Wong

Connect with author:


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

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.


How can IBM help you?

Solutions that help you rethink the role of the stores, reinvent the supply chain and engage with consumers at every touchpoint

Build a smarter business with IBM Services


Related reports
The pervasive challenge faced by consumer products manufacturers and retailers alike is how to plan and execute as an end-to-end supply chain.
Brands and retailers are already adopting AI-powered intelligent automation at a breathtaking pace – and that process is about to accelerate.
Consumers are changing how they shop and engage, leading the retail industry to its biggest transformation in 50 years.
Almost three-fourths of Retail CxOs expect to emphasize customer experiences more than products over the next few years.