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Uniquely Gen Z
Consumer Trends
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Uniquely Gen Z

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“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.