The shopping behaviour of Generation Z

While the opinion regarding who belongs to this generation differs slightly, it is usually said that individuals born between 1996 and 2012 are Gen Z. This generation is the successor to Millenials, and are followed by Generation Alpha.
As with other generations, the identity of Generation Z has been shaped by various contemporarty factors and happenings such as the financial situation, new technologies, major events and other culturally significant trends. This includes the Covid-19 pandemic, the increased climate awareness and the rise of digital platforms.