Generation Z

Generation Z

Generation Z

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. Let us dig deeper than the common question of, “what year is Gen Z?”, and explore the specific consumer trends of this group.

NRF Nexus 2022
July 26-28, 2022

NRF Nexus is a new event that brings together leaders from the intersecting roles of retail technology, marketing and digital innovation to advance the future of retail and innovate around the customer experience.

 
Nexus
 

IBM studies

Uniquely Gen Z
 
The first in a three-part global study on Generation Z.
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Gen Z brand relationships
 
The second in a three-part global study about Generation Z.
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What do Gen Z shoppers really want?
 
The third in a three-part global study about Generation Z.
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Related content

How Gen Z is driving the future of retail
 
Maryleigh session
NRF Retail Converge: Insights and trends from the digitally native generation.
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Social media drives Gen Z shopping behavior
 
Gen Z shopping insights
Retail Gets Real episode 183: Insights on how the digitally native consumers use social media to shop.
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How brands can use social to connect with Gen Z
 
Gen Z shopping on social media
Younger consumers’ social media usage has gone up as a result of the pandemic.
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Upcoming events

NRF Supply Chain 360
 
NRF Supply Chain 360 takes a holistic look at the modes and methods needed to build the future, faster.
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NRF PROTECT 2022
 
NRF PROTECT is where seasoned and fresh faces meet to discover insights and tools to tackle any security threat.
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NRF Nexus 2022
 
Retail leaders get a front-row seat to the latest innovations in marketing, technology and digital.
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