Think Tank: Gen Z Consumers Reshaping Our Future

Gen Z is a generation of competitive “aspirationalists.” Defined as those born between the mid-Nineties and late Aughts, this group will soon outgrow all previous generations, not to mention, the most ethnically and culturally diverse generation to date. Beyond these impressive statistics, Gen Z’s upbringing contextualizes a generational narrative remarkably unique from preceding groups. Retailers cannot regard this generation as an extension of Millennials — there are vast differences in their generational truths. The savvy, irrational and quirky nature of Gen Zers is well documented. Gen Zers are digital nomads trained to constantly adapt, learning new systems and platforms daily. This nimble adaptability comes at the expense of their attention spans. The “always on” generation lacks prolonged focus and edits their views with every new piece of information received. In contrast to this seeming flippancy is a seriousness and ambition not seen in the preceding Millennial generation. Related story: Gen Z Crave a World Without Borders, Boundaries and Binaries Raised in a recession, they understand the value of money and need for a secure income. They are financially savvy planners, who value entrepreneurialism and independence. This ambition is not limited to fiscal stability but is also complemented by a desire to drive progress socially

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