Disruptive and distinctive, Gen Z shoppers are growing up

A new kind of shopper is on the rise. Relentless technological innovations, challenging economic conditions and complicated global politics strongly influence Gen Zers habits, behaviors and expectations. Despite their young ages, members of Generation Z (Gen Zers) already hold unprecedented influence over family purchasing decisions and wield enormous economic power. Retail and consumer products (CP) brands must engage the upcoming Gen Zers now to prosper tomorrow.

 

Study highlights

Over 70% of surveyed Gen Zers said they influence family decisions on buying furniture, household goods, and food and beverages. - IBM

60% of surveyed Gen Zers said they will not use an app or website that is slow to load. - IBM

Less than 30% of surveyed Gen Zers are willing to share health and wellness, location, personal life or payment information. - IBM

About the authors

Jane Cheung

Jane Cheung
Global Consumer Products Leader
IBM Institute for Business Value

Simon Glass

Simon Glass
Global Retail Leader
IBM Institute for Business Value

David McCarty

David McCarty
North American Lead
IBM Consumer Products Industry Solution Sales Team

Christopher K. Wong

Christopher K. Wong
Vice President of Strategy and Ecosystem
IBM Global Consumer Industry

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