Are you OK Zoomers?

Joeri Van den Bergh, Magdalena Garcia Grisanti and Javier Barrera

Coca-Cola investigated Gen Z’s core challenges, values and desires in Latin America.

Introduction

To understand Gen Z's core challenges, values and desires, and prepare for potential shifts in consumer behaviour, Coca-Cola LatAm has engaged in a quantitative study among Gen Z (or Zoomers) in Argentina, Mexico, Colombia and Brazil, benchmarking the young consumers with the three older generations—i.e., Gen Y (commonly called "millennials"), Gen X and (Baby) Boomers. The study covers topics such as:

  • The mental health struggles of Gen Z;
  • What is keeping Gen Z awake at night;
  • What Gen Z in LatAm wants from brands, i.e.,:
    1. the importance of "social good" values: inclusivity, sustainability and brand activism,
    2. (versus) the importance...

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