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Gen Z

Generation Z

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Research reports

Uniquely Gen Z

The first in a three-part global study explores Gen Zers’ technology preferences, “cyber-savviness” and economic influence. 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.

Gen Z Brand Relationships 

The second report in a three-part global study, co-sponsored by the IBM Institute of Business Value and the National Retail Federation, explores in depth how brands can build strong relationships with this group of burgeoning consumers. The study looks at how Gen Zers interact with brands and each other, their expectations and desires, as well as how they are changing the dynamics of engagement.

What do Gen Z shoppers really want?

The third and final installment of this global study examines what this youngest generation considers to be “retail essentials” as well as what delights and engages them. The study, based on a global survey of 15,600 Gen Zers between the ages of 13 and 21, explores Gen Z’s expectations for the retail environment, their usage and attitudes toward technology and what customization means for them.

Gen Z Holiday Shopper

Gen Z holiday shoppers: what you need to know

What separates this youngest generation of consumers from their parents or grandparents? What does that mean for retailers this holiday season? NRF’s 2017 Holiday Planning Playbook answers these questions and more.


Shopping with Gen Z

Gen Z: The not-so-silent generation 

NRF polled more than 1,000 parents of Gen Zers about the influence their children have on family buying habits to identify three trends to help retailers understand how these young consumers impact the family wallet. 

Gen Z Shoppers

Get ready for Gen Z

NRF Vice President of Research Development and Industry Analysis Mark Mathews discusses understanding young consumers through research and data on episode 3 of NRF’s podcast, Retail Gets Real.

Gen Z Panel NRF 17

Who is Gen Z?

Executives from IBM, Abercrombie & Fitch and Helzberg Diamonds share insights on what Gen Z wants from retailers and how businesses can keep up and deliver the experiences and transactional relationships necessary to hold their attention, during a breakout session at NRF’s annual convention and expo.