Born between the late 1990s and mid-2010s, Gen Z are an important and influential consumer force to be reckoned with. This generation of shoppers are digital natives, with their own habits, preferences and attitudes – but
Gen Z wields around $150bn (£113bn) of spending power and account for 40% of global consumers, according to research by McKinsey & Co.
However, with an average attention span of just 8 seconds (compared to 12 seconds for millennials) it is harder than ever to grab and hold their attention.
For retailers looking to engage and attract this dynamic, burgeoning generation, it is important to understand what they are really looking for.
