Much of What You Thought You Knew About Gen Z's Shopping Habits Is Probably Wrong

They’re willing to delay gratification, and they dig the mall, too.

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

For retailers who’ve been racking their brains in recent years over how to target millennials, here’s a bit of unsettling news: Gen Z is coming right on their heels. Not only that but, the prevailing wisdom goes, these newly minted consumers (now 23 and younger) want everything right away.

A quick scan of the research out there reveals the role immediacy plays in the lives of the youngest consumer cohort. A 2015 white paper from Ernst & Young, for instance, noted that Gen Z consumers “are impatient and will quickly discount those who can’t immediately deliver on their needs.”

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in