Sales & Marketing - Generation Z

They are confident and empowered and they want to shop with you, says Danielle Pinning, MD of shopper research company Shoppercentric

An industry report examining ‘Generation Z’ shoppers (aged 15 to 24) unveils a shop-happy and digitally savvy generation who are open to influence by retailers, but who also have high expectations of them.

Studies by leading independent shopper research agency Shoppercentric looks at their current – and likely future – retail behaviours and trends.

“Generation Z is a fascinating section of the shopper population,” says Managing Director Danielle Pinning. “They’ve grown up in a truly connected world and are starting to access the kind of money that means they can flex their spending power.