Future of consumption: Unlocking Gen Z behaviour for crafting powerful strategies

An overview of the polarised behaviours of Gen Z, the top five values to bridge the behaviour gap, and the strategies to leverage these key values from Euromonitor.
  • Gen Z foresees more than a twofold income surge by 2040, cementing their high influence as future consumers.
  • Gen Z consumers exhibit apparent behavioural polarisation, such as endorsing social and environmental responsibility but hesitating to pay a premium for these values, making them difficult to reach and target.
  • Gen Z's key values such as empowerment, creativity, and belonging can help brands navigate their dichotomous behaviours.
  • Hyper-personalised loyalty programmes, implementing micro-segmentation based on consumer spending analysis, and fostering emotional connections are pivotal strategies in tapping into Gen Z behaviours.
  • Marketing strategies optimised for Gen Z should prioritise platforms that enable co-creation...

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