The undeniable influence and purchasing power of Gen Z

As millennials begin to age out of the coveted 18–49 shopping demographic, we’re seeing less reference to their role as an economic killer. Instead, Gen Z is coming under scrutiny for their unique consumer behaviors.
Like millennials before them, Gen Z has become the subject of a number of opinion pieces in which industry analysts complain about their lack of loyalty and obsession with value. “They don’t want to pay full price for anything,” comments a consultant in this Business Insider piece on Gen Z shopping habits. In the same article, an executive director at Ernst & Young laments, “there really isn’t loyalty like in the past.” Read more…