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Move over, Millennials: Generation Z is changing the consumer landscape

Author

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  • Gutfreund, Jamie

Abstract

For years, brands have been focusing on Millennials, but a new generation is here and they are already changing the consumer landscape: Generation Z (or Gen Z). This paper looks at who Gen Z is, what they value and how they differ from the previous generation. The oldest members of Gen Z are in college and about to enter the workplace, the youngest are still in middle school. This is the generation that grew up with Amazon and Netflix and information at their fingertips. They are savvy consumers and do not trust brands. When it comes to advertising, they like it real — real people who look like them and not airbrushed perfection. As for customer services, they like it personalised and efficient. They expect companies to use the most up-to-the-minute data to customise their shopping and buying experience, both online and offline. Earning their loyalty will be a challenge, and brands will need to rethink their marketing strategies.

Suggested Citation

  • Gutfreund, Jamie, 2016. "Move over, Millennials: Generation Z is changing the consumer landscape," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(3), pages 245-249, December.
    • Handle: RePEc:aza:jbs000:y:2016:v:5:i:3:p:245-249
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    Cited by:

    1. Chuanlan Liu & Jeremy M. Bernardoni & Zhongjie Wang, 2023. "Examining Generation Z Consumer Online Fashion Resale Participation and Continuance Intention through the Lens of Consumer Perceived Value," Sustainability, MDPI, vol. 15(10), pages 1-18, May.

    More about this item

    Keywords

    Generation Z; Millennials; social media influencers; YouTube; Coca-Cola; Barbie; Dell;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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