Gen Zers (those born between 1995 and 2012), the first truly mobile-forward generation, are coming of age. As they mature, they are forming stronger brand allegiances to consumer goods and services. What does this mean for retailers who are trying to understand these new consumers and their ever-evolving purchase preferences and motivations?
To shed light on this generation’s retail behaviors, Dynata conducted extensive research across seven countries—the United States, Canada, the United Kingdom, Germany, France, Italy, and Australia in late 2017. The survey of over 7,000 members of Generation Z (over 1,000 in each country) provides unique access into the minds of these crucially important consumers. How do Gen Zers want to be approached via marketing channels? Where can we reach them and what tone should we use to garner a response? This report will help you better understand how to message, target, and engage with this generation as the gateway to an ongoing retail relationship.