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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.”