Generation Z

Generation Z

Generation Z

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.”

The state of Gen Z

This report presented by NIQ and the National Retail Federation, explores the latest insights on Gen Z to help you understand the values and attitudes driving this important cohort of consumers. 

 
Gen Z shoppers
 

IBM studies

Uniquely Gen Z
 
The first in a three-part global study on Generation Z.
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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
 
Gen Z shoppers
Retail Gets Real episode 361: NIQ’s Rachel Bonsignore on how to connect with the ‘first truly global generation’.
Read more
The state of Gen Z
 
A woman shopping.
This report presented by NIQ and the National Retail Federation, explores the latest insights on Gen Z.
Read more
How LePrix redefined sourcing in the pre-owned luxury marketplace
 
LePrix store
Retail Gets Real episode 359: Co-founder Emily Erkel on finding her niche in retail resale.
Read more
Insights on operating at the speed of culture and looking at the brand from a ‘psychographic’ point of view
 
Levi's store interior.
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
 
Individuals using a phone to shop.
Retail Gets Real episode 344: IBM’s Jane Cheung shares consumer study insights and how retailers are using AI
Read more
How Saks OFF 5TH is crafting customer-centric experiences
 
Saks OFF 5th Spring collection
Retail Gets Real episode 343: President and CEO Rob Brooks talks about creating hyper-personal experiences for shoppers.
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Upcoming events

NRF 2024: Retail's Big Show
 
Join us back in New York City for retail's biggest event.
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NRF PROTECT 2024
 
Retail's loss prevention, digital fraud, cybersecurity and enterprise risk event.
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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