NRF partnered with IBM to take a look at Generation Z — those born between 1995 and present — to determine what drives shopping behavior in this youngest generation of consumers. Download the three part series.
Uniquely Gen Z
The first in a three-part global study explores Gen Zers’ technology preferences, “cyber-savviness” and economic influence. This report is one of the largest studies to date of the post-Millennial generation.
Gen Z brand relationships
The study looks at how Gen Zers interact with brands and each other, their expectations and desires, how they are changing the dynamics of engagement as well as how brands can build strong relationships with this group of burgeoning consumers.
What do Gen Z shoppers really want?
The third installment examines what this youngest generation considers to be “retail essentials” as well as what delights and engages them, expectations for the retail environment, their usage and attitudes toward technology and what customization means for them.
More stories about Gen Z
Young adults most likely to spend more this holiday season
Most consumers plan to spend the same as last year according to a survey from NRF.
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Generation Z is shaping the back-to-class shopping season
Episode 73: Returning to class looks different for young consumers than generations past.
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What do Gen Z shoppers really want?
What the youngest generation considers to be “retail essentials”.
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Holiday shopping habits of Gen Y vs. Gen Z
NRF surveyed young consumers to understand what is motivating young shoppers.
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How Gen Z is influencing retailers’ acquisition strategies
The distinct qualities of Gen Z is changing more than marketing strategy.
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