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The first in a three-part global study explores Gen Zers’ technology preferences, “cyber-savviness” and economic influence. This report, co-sponsored by the IBM Institute of Business Value and the National Retail Federation, is one of the largest studies to date of the post-Millennial generation.
The second report in a three-part global study, co-sponsored by the IBM Institute of Business Value and the National Retail Federation, explores in depth how brands can build strong relationships with this group of burgeoning consumers. The study looks at how Gen Zers interact with brands and each other, their expectations and desires, as well as how they are changing the dynamics of engagement.
The third and final installment of this global study examines what this youngest generation considers to be “retail essentials” as well as what delights and engages them. The study, based on a global survey of 15,600 Gen Zers between the ages of 13 and 21, explores Gen Z’s expectations for the retail environment, their usage and attitudes toward technology and what customization means for them.