Gen Z — widely acknowledged as the first real digital natives — present an array of unique characteristics that set them apart from Millennials. NRF has partnered with leading research firms, including IBM and NIQ, on a variety of studies to understand what drives the shopping behavior of this influential cohort at key moments in their lives. Browse NRF's original content about this unique generation, including blog posts and research insights.”
IBM studies
Gen Z brand relationships
The second in a three-part global study about Generation Z.
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What do Gen Z shoppers really want?
The third in a three-part global study about Generation Z.
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Related content
How Gen Z is redefining retail
Retail Gets Real episode 361: NIQ’s Rachel Bonsignore on how to connect with the ‘first truly global generation’.
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The state of Gen Z
This report presented by NIQ and the National Retail Federation, explores the latest insights on Gen Z.
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How LePrix redefined sourcing in the pre-owned luxury marketplace
Retail Gets Real episode 359: Co-founder Emily Erkel on finding her niche in retail resale.
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Insights on operating at the speed of culture and looking at the brand from a ‘psychographic’ point of view
Insights on operating at the speed of culture and looking at the brand from a ‘psychographic’ point of view.
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The future of AI in consumer experience
Retail Gets Real episode 344: IBM’s Jane Cheung shares consumer study insights and how retailers are using AI
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How Saks OFF 5TH is crafting customer-centric experiences
Retail Gets Real episode 343: President and CEO Rob Brooks talks about creating hyper-personal experiences for shoppers.
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How Gen Z is redefining retail
Retail Gets Real episode 361: NIQ’s Rachel Bonsignore on how to connect with the ‘first truly global generation’.
Read more