For the past decade, brands have scrambled to serve millennials. Now, brands are reinventing themselves for the next wave of shoppers — Gen Z, or “zoomers,” as they’re also known. Aged between 13 and 21, zoomers are gearing up to enter the workforce and are fast becoming a formidable force in the economy. Brightpearl’s own data of 4,000 shoppers reveals that Gen Z won’t simply be an extension of the previous generation. They shouldn’t be thought of as millennials 2.0. Experts predict Gen Z will fuel a massive shift in how people shop — and currently, retailers are woefully unprepared. Read more…