Are you OK Zoomers?

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


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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