1. Gen Z have significant purchasing power
Generation Z (generally defined as consumers aged under 18) are being given greater financial independence than previous cohorts of children, are maturing into 'grown-up' product categories more quickly, and are influencing a greater share of family purchases. Euromonitor estimates that under-12s in the US alone have a spending power of US$43 billion.
Implication: The changing nature of childhood means that the habits of under-18s are becoming important to a wide range of product categories – fashion and tech, for example.
2. Mobile is central to the Gen Z media experience
This generation...