Unravelling the complexity of Gen Z through a holistic Pestle lens

Gen Z’s purchasing power makes them an important group of consumers, but their dynamic and complex nature requires a deeper understanding of the multifaceted realities shaping their lives. Quantum’s Fahra Affifa says a Pestle analysis is the answer.

One cannot disregard Gen Z’s pivotal role in shaping market dynamics as they wield considerable influence in population size and purchasing power, which is set to grow in the years to come. It is estimated that this generation will account for 40% of global consumers and contribute over US$450 billion in spending power by the end of 2023 (Snapchat, 2023).

Efforts to comprehend this cohort have been a focal point for many stakeholders in recent years. Recognising their influence on the market, numerous entities have dedicated significant resources to tailor their products and services to meet the ever-changing needs of...

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