From IRI – Gen Z: Understand Me, Don’t Define Me

Posted: June 1, 2021
Two cheerful mixed race curly girlfriends shopping online with tablet computer and credit card at home

Moving away from labels and toward the future of data in marketing to this powerfully influential generation.

Nearly half of Gen Zs aren’t old enough to drive a car, yet they’re driving marketing and retail strategies around the world.

“It’s a challenge to build loyalty among a generation whose digital prowess enables them to constantly discover and experiment, and who value the freedom to continually reinvent themselves,” said Lynne Gillis, principal, Survey and Segmentation Practice, IRI.

Download this new white paper for insights derived from an in-depth study of the performance of eight New Product Pacesetter brands among Gen Z, based on IRI purchase data, and supported by a robust quantitative survey.

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