Part one of three
![Gen Z consumer trends](http://cdn.nrf.com/sites/default/files/styles/crop_1027_547/public/2018-11/gen-z-on-iphones.jpg?itok=ZlYtFtq9)
National Retail Federation
Published
Uniquely Gen Z
“Uniquely Gen Z,” the first in a three-part global study, explores Gen Zers’ technology preferences, “cyber-savviness” and economic influence. The rest of the series will look at ways to build strong brand relationships — in both growth and mature markets — and to create authentic omnichannel shopping experiences with Gen Zers. This report, co-sponsored by the IBM Institute of Business Value and the National Retail Federation, is one of the largest studies to date of the post-Millennial generation, surveying 15,600 members of Gen Z on six continents.