Summer is synonymous with beach parties, cool breezes and lots of fun in the sun. For industries ranging from travel to automotive and fashion, the season is also prime for shopping, with Generation Z coming into focus as the most important and differentiated consumer cohort we’ve seen in decades.
Our latest research shows Gen Z shopping behavior is based less on who’s buying—or what they’re buying—and more on why they’re shopping in the first place. Nowhere is this truer than in social commerce.
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