Consumers in 2016: Generation 'swipe'

This article, taken from the Warc Toolkit 2016 report, looks at the influence of the demographic known as Generation Z (generally defined as those under 18), or Gen Z.

1. Gen Z have significant purchasing power

Generation Z (generally defined as consumers aged under 18) are being given greater financial independence than previous cohorts of children, are maturing into 'grown-up' product categories more quickly, and are influencing a greater share of family

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