Uniquely Generation Z: What brands should know about today’s youngest consumers

Posted: June 5, 2017

Disruptive and distinctive, Gen Z shoppers are growing up.

A new kind of shopper is on the rise whose shopping behaviors are strongly influenced by the relentless adoption of tech innovations, challenging economic conditions and complicated global politics. Despite their young ages, Gen Zers already hold unprecedented influence over family purchasing decisions and wield enormous economic power of their own.

Download this summary of an extensive consumer study from the IBM Institute for Business Value, developed in collaboration with the National Retail Federation (NRF). Learn about Gen Zers’ technology preferences, “cyber-savviness” and economic influences.

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