New Study Reveals How the Expectations of Gen Z 'Are Reshaping Brand Experiences'

American Express shows how they compare to millennials

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During a panel discussion at its American Express Innovation showcase today, American Express unveiled the results of a study it commissioned and Forrester Consulting conducted that examined the brand expectations of Gen Z.

The study, “Raising the Bar: How Gen Z Expectations Are Reshaping Brand Experiences,” involved 1,027 North American Gen Y (23- to 37-year-old) and Gen Z (16- to 22-year-old) consumers and reveals both similarities and differences between the two generations.

Gen Y and Gen Z share some of the same brand expectations, with digital experiences important to both.

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