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Understandings of the Preferences and Trends of the New Customer Base
11-Feb-2019
Global
Megatrends
K33A-01-00-00-00
AU01798-GL-MT_22857
Generation Z currently makes up 24% of the global population and are set to have significant spending power. This "digitally native" population cohort, born between 1993 and 2007, will be an important customer base in the future. This age cohort is expected to be the most ethnically diverse and tolerant generation yet. It is also a socially and environmentally aware group. In the US, it is estimated that Gen Z has a direct spending power of US$29 billion–US$143 billion and an indirect spending power of US$600 billion. Companies that are tracking well with Gen Z are those that embrace authenticity and transparency. Gen Z does not like being ‘sold to’ and prefers brands that enable user-generated content and use social media influencers to do their marketing. For manufacturers, these characteristics will have far-reaching impacts. Brands will no longer be the focal point for a generation that is shaped by constant connectivity and ready access to information, and receptive to non-formal channels of communication. Gen Z customers will be more comfortable with the idea of autonomous technologies and robots, given that they are the first generation to be born in the Internet and technology era.
This research highlights Gen Z's demographic makeup, psychographic customer profile, and looks at successful brands that have responded to their particular aspirations and needs.
Key Features
- Gen Z will push brands to do better: for the environment, for their health, and for the common good.
- Companies that embrace authenticity and play a positive role in society will find that Gen Z customers will do much of their marketing for them.
- The future is mobile. Gen Z will continue to demand that services and products be available on a mobile platform. Social media as a direct platform for buying goods and services will grow in importance.
- Artificial intelligence and automation will create entirely new jobs and lead to a shift in work environments. Gen Z will need to have flexible skill sets to adapt to a fast-changing job market.
- Gen Z, with attention spans of 8 seconds, will need highly interventional engagement modes that leverage on behavioral analytics and nudge tactics to ensure customer stickiness.
Key Issues Addressed
- What are the key characteristics of Generation Z and how do they differ from previous generations?
- Which are the key social, technological, economic, environmental, and political trends shaping Gen Z?
- Which emerging markets are the most important for targeting Gen Z customer?
Author: Lynne Goulding
Key Findings of the Study
Who is Gen Z?
The Gen Z Consumer Base
Typical Gen Z Characteristics
Countries With High Gen Z Populations
Gen Z Market Potential
Priority Markets—China, India, and the US
Choice of Degree and Earning Potential
Gen Z Talent Base
The Role of Gen Z in the Changing Workplace
Skills Gen Z Will Need in the Workplace
AI Leading to Job Polarization
Key Trends Shaping Gen Z Attitudes and Norms
Social Trends Shaping Gen Z
Technological Trends Shaping Gen Z
Economic Trends Shaping Gen Z
Environmental Trends Shaping Gen Z
Political Trends Shaping Gen Z
Gen Z—Driving Digital Lifestyles
Customer Profile
Gen Z Brand Awareness and Coolness
Retail
Consumer Electronics
Mobility
Banking
Generational Comparisons—The Model Profiles
Generational Comparisons—Understanding the Preferences and Spending Patterns of Each Generation
Generational Comparisons—Attitude Toward Home Ownership
Generational Comparisons—Attitude Toward Vehicle Ownership
Generational Comparisons—Attitude Toward Consumer Electronics
Generational Comparisons—Attitude Toward Entertainment
Generational Comparisons—Attitude Toward Travel
Generational Comparisons—Attitude Toward Spending
Generational Comparisons—The Model Profiles
Generational Comparisons—Understanding the Preferences and Spending Patterns of Each Generation
Generational Comparisons—Attitude Toward Home Ownership
Generational Comparisons—Attitude Toward Vehicle Ownership
Generational Comparisons—Attitude Toward Consumer Electronics
Generational Comparisons—Attitude Toward Fashion
Generational Comparisons—Attitude Toward Entertainment
Generational Comparisons—Attitude Toward Spending
Generational Comparisons—The Model Profiles
Generational Comparisons—Understanding the Preferences and Spending Patterns of Each Generation
Generational Comparisons—Attitude Toward Home Ownership
Generational Comparisons—Attitude Toward Vehicle Ownership
Generational Comparisons—Attitude Toward Consumer Electronics
Generational Comparisons—Attitude Toward Entertainment
Generational Comparisons—Attitude Toward Travel
Generational Comparisons—Attitude Toward Spending
Generational Comparisons—The Model Profile
Generational Comparisons—Understanding the Preferences and Spending Patterns of Each Generation
Generational Comparisons—Attitude Toward Home Ownership
Generational Comparisons—Attitude Toward Vehicle Ownership
Generational Comparisons—Attitude Toward Consumer Electronics
Generational Comparisons—Attitude Toward Entertainment
Generational Comparisons—Attitude Toward Travel
Generational Comparisons—Attitude Toward Spending
Generational Comparisons—The Model Profile
Generational Comparisons—Understanding the Preferences and Spending Patterns of Each Generation
Generational Comparisons—Attitude Toward Home Ownership
Generational Comparisons—Attitude Toward Vehicle Ownership
Generational Comparisons—Attitude Toward Consumer Electronics
Generational Comparisons—Attitude Toward Entertainment
Generational Comparisons—Attitude Toward Travel
Generational Comparisons—Attitude Toward Spending
Generational Comparisons—Keyword Associations
Summary
Legal Disclaimer
List of Exhibits
List of Figures
- 1. Human Capital Index 2016: Rankings by Age Group of 15–24 Years
List of Charts
- 1. Generational Breakdown of Population, Global, 2018
- 2. Generation Z in Developed Versus Less-developed Countries Over Time, Global, 2017, 2027, and 2037
- 3. Select Countries with High Numbers of Gen Z, Global, 2017 and 2027
- 4. Key Gen Z Markets, Country Comparison, 2018
- 5. Percentage of Tertiary Education Graduates by Degree Category, US, India, Brazil, 2018
- 6. Future of AI: Map of the Job Threat Because of Automation, UK, 2015–2035
- 7. Future of AI: Job Polarization because of the Technology Revolution, US, 1983–2030
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Key Features
- Gen Z will push brands to do better: for the environment, for their health, and for the common good.
- Companies that embrace authenticity and play a positive role in society will find that Gen Z customers will do much of their marketing for them.
- The future is mobile. Gen Z will continue to demand that services and products be available on a mobile platform. Social media as a direct platform for buying goods and services will grow in importance.
- Artificial intelligence and automation will create entirely new jobs a
| Deliverable Type | Megatrends |
|---|---|
| No Index | No |
| Podcast | No |
| Table of Contents | | Executive Summary~ || Key Findings of the Study~ | Generation Z Demographics and Characteristics~ || Who is Gen Z?~ || The Gen Z Consumer Base~ || Typical Gen Z Characteristics~ || Countries With High Gen Z Populations~ || Gen Z Market Potential~ || Priority Markets—China, India, and the US~ || Choice of Degree and Earning Potential~ || Gen Z Talent Base~ || The Role of Gen Z in the Changing Workplace~ || Skills Gen Z Will Need in the Workplace~ || AI Leading to Job Polarization~ | Trends Shaping Generation Z~ || Key Trends Shaping Gen Z Attitudes and Norms~ || Social Trends Shaping Gen Z~ || Technological Trends Shaping Gen Z~ || Economic Trends Shaping Gen Z~ || Environmental Trends Shaping Gen Z~ || Political Trends Shaping Gen Z~ | Generation Z as Customers~ || Gen Z—Driving Digital Lifestyles~ || Customer Profile~ || Gen Z Brand Awareness and Coolness~ || Retail~ || Consumer Electronics~ || Mobility~ || Banking~ | Generational Comparison—Key Market Deep Dives~ || Generational Comparisons—The Model Profiles~ || Generational Comparisons—Understanding the Preferences and Spending Patterns of Each Generation~ || Generational Comparisons—Attitude Toward Home Ownership~ || Generational Comparisons—Attitude Toward Vehicle Ownership~ || Generational Comparisons—Attitude Toward Consumer Electronics~ || Generational Comparisons—Attitude Toward Entertainment~ || Generational Comparisons—Attitude Toward Travel~ || Generational Comparisons—Attitude Toward Spending~ || Generational Comparisons—The Model Profiles~ || Generational Comparisons—Understanding the Preferences and Spending Patterns of Each Generation~ || Generational Comparisons—Attitude Toward Home Ownership~ || Generational Comparisons—Attitude Toward Vehicle Ownership~ || Generational Comparisons—Attitude Toward Consumer Electronics~ || Generational Comparisons—Attitude Toward Fashion~ || Generational Comparisons—Attitude Toward Entertainment~ || Generational Comparisons—Attitude Toward Spending~ || Generational Comparisons—The Model Profiles~ || Generational Comparisons—Understanding the Preferences and Spending Patterns of Each Generation~ || Generational Comparisons—Attitude Toward Home Ownership~ || Generational Comparisons—Attitude Toward Vehicle Ownership~ || Generational Comparisons—Attitude Toward Consumer Electronics~ || Generational Comparisons—Attitude Toward Entertainment~ || Generational Comparisons—Attitude Toward Travel~ || Generational Comparisons—Attitude Toward Spending~ || Generational Comparisons—The Model Profile~ || Generational Comparisons—Understanding the Preferences and Spending Patterns of Each Generation~ || Generational Comparisons—Attitude Toward Home Ownership~ || Generational Comparisons—Attitude Toward Vehicle Ownership~ || Generational Comparisons—Attitude Toward Consumer Electronics~ || Generational Comparisons—Attitude Toward Entertainment~ || Generational Comparisons—Attitude Toward Travel~ || Generational Comparisons—Attitude Toward Spending~ || Generational Comparisons—The Model Profile~ || Generational Comparisons—Understanding the Preferences and Spending Patterns of Each Generation~ || Generational Comparisons—Attitude Toward Home Ownership~ || Generational Comparisons—Attitude Toward Vehicle Ownership~ || Generational Comparisons—Attitude Toward Consumer Electronics~ || Generational Comparisons—Attitude Toward Entertainment~ || Generational Comparisons—Attitude Toward Travel~ || Generational Comparisons—Attitude Toward Spending~ || Generational Comparisons—Keyword Associations~ || Summary~ || Legal Disclaimer~ | Appendix~ || List of Exhibits~ |
| List of Charts and Figures | 1. Human Capital Index 2016: Rankings by Age Group of 15–24 Years~| 1. Generational Breakdown of Population, Global, 2018~ 2. Generation Z in Developed Versus Less-developed Countries Over Time, Global, 2017, 2027, and 2037~ 3. Select Countries with High Numbers of Gen Z, Global, 2017 and 2027~ 4. Key Gen Z Markets, Country Comparison, 2018~ 5. Percentage of Tertiary Education Graduates by Degree Category, US, India, Brazil, 2018~ 6. Future of AI: Map of the Job Threat Because of Automation, UK, 2015–2035~ 7. Future of AI: Job Polarization because of the Technology Revolution, US, 1983–2030~ |
| Author | Malabika Mandal |
| Industries | Automotive |
| WIP Number | K33A-01-00-00-00 |
| Is Prebook | No |
| GPS Codes | 9A3B |
Generation Z as Future Customers, Forecast to 2027
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