Gen Z: Who are they, and what do they want? | Cathy Ackermann
Cathy Ackermann
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Many of us marketers have spent quite a bit of time researching and exploring the millennial generation, in terms of their preferences, buying habits, and who they listen to.
But what about Gen Z, also referred to as the Pivotal Generation? What characterizes and motivates this group of increasingly relevant consumers?
First of all, let’s define them. They were born in the late 1990s to 2010, and they differ in some interesting and significant ways from millennials. Despite their youth, they influence over $45 billion per year in discretionary spending! They therefore have a strong influence on the direction in which our consumer markets will go over the next several years, quickly forcing brands to re-examine their products and how they introduce and promote them.