Research continues to show that while online shopping continues to grow across most demographics, the youngest customers, Gen Z’s remain very comfortable shopping in-store, particularly if it includes a high level of experience, both through tech and touch. Walker Sands research shows 59% of 18 to 25-year-olds prefer a “brand experience”, but it be... See more

I think there’s going to be a future where work is more project-based. The new American Dream for Gen Z is being able to work wherever we want, whenever we want. Now, Gen Z is the side hustle generation because from a young age we realized that we can hustle to make money online.

Brands need to rethink how to serve the new consumers of this not so new generation; marketers should innovate in the ways to reach them; and investors must keep in mind the latest consumer trends driven by Gen Z’s new norms. Young people have a tremendous influence on all other generations and in the ways these older people consume.