Consumers in 2016: Generation 'swipe'

This article, taken from the Warc Toolkit 2016 report, looks at the influence of the demographic known as Generation Z (generally defined as those under 18), or Gen Z.

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...

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