Generation Z

Mother and child shopping for groceries choosing fruit

Keeping up with Gen Z

NRF’s Consumer View series looks at what shapes retail, from retailers’ investments in technology to changing consumer preferences. In the Fall 2019 edition, we took a look at Generation Z (born 1995 and later) and found that these young consumers hold significant buying power.

87 percent of parents say their children influence at least some aspect of their purchases, either for household items or for themselves
They are most likely to have an influence on clothes, outings, toys and food purchases
Members of Gen Z are also most likely to spend their own money on entertainment purchases such as apps, books, music, toys and games

See more data

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.

A group of people stand around in a circle on their iphones

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.

Teenage girls with drinks taking a selfie

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.