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Insight into the Behaviors and Motivations Shaping the Post-Millennial Generation
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Generation Z, the generation that comes after millennials, is now coming of age, entering the workforce, and growing in consumer power. By 2027, Gen Z will represent 20% of the US population--about 70 million people. In the United States, it is estimated that Gen Z has a direct spending power of at least $143 billion and an indirect spending power of $600 billion. This "digitally native" cohort will bring important values and skills to the buying experience, driving companies to push the boundaries of technology, social media, and environmental responsibility. Further, this age cohort is expected to be the most ethnically diverse and inclusive generation yet. 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, ready access to information, and emerging 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 in the United States and touches upon four areas of life that illuminate Gen Z's priorities: leisure, work, family and lifestyle, and consumption.
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