Marketing to Generation Z is about to kick into high gear over the next few years. It seems like yesterday everyone was focused on Millennials. What happened?
According to recent research, the world's youngest generation already has $44 billion in buying power, makes up 26% of the population, and will represent 40% of all consumers by 2020.
The consumption behavior of gen Z is also different from the other generations. This generation values brands that emphasize authenticity and transparency. They still like to shop in stores! It turns out they do a combination of digital and in-store shopping. Gen Zers research products online, then go to physical stores to verify if it's worth it.
Stores must create an engaging experience if they want to attract Generation Z. In-store demonstrations, free classes, and more can be used to enhance the shopping experience and encourage two-way interaction.