What Marketers Should Know About Younger Consumers

Sources differ as to the precise definition of Generation Z, but births from 1997 to 2012 emerge as the most commonly cited timespan.

In any case, when we talk about members of Gen Z, we are referring to people who were born into an Internet-connected world and whose relationship with online and digital technology, among other factors, has a defining influence on their collective psyche.

Of course, it is true that no generation is a monolith. To stick with the example of technology, a person born in 1997 experienced the bulk of childhood in a world without smartphones—a far different experience than someone born in 2010, even though both technically qualify as Gen Z. And this is not to mention the demographic differences that affect every generation in the world—for example, urban vs. rural upbringings.

But it is also true that generational cohorts exist for good reason. Shared experiences inform shared psychology, which manifests as behavioral trends across all aspects of life.

Crucially, for brands and marketers, this includes consumer behavior. This whitepaper takes a deeper dive into where Gen Z is coming from, and how a better understanding of its denizens can enable brands to find greater success with some of the world’s most sought-after consumers.