Gen Z (around 10 to 24 years old) are a unique force, distinctly different to any previous demographic. As the first generation of true digital natives, technological change, social media, a volatile economic climate and an inherent sense of individualism have reshaped the way they think, communicate and consume.
As a result they’re agile, driven and equality-focused; but also pragmatic, risk-averse and seeking support in many areas of their lives – offering a wealth of new brand opportunities. And it’s key to understand them now: by 2020, they will represent 40% of all consumers, with American Gen Zers already commanding a spending power of $143bn (Barkley, 2018).
