IRI topic: Understand me, don’t define me - Why the future of data holds the key to successful Gen Z brand marketing

Jennifer Pelino and Lynne Gillis

In this article the authors question what the future of data might look like when the young people responsible for shaping it don’t want to be defined.

Embracing individualism

It’s estimated that Gen Z accounts for around 20% of all US consumers, with direct buying power of $143 billion. Comprising 32% of the global population, Gen Z is emerging as the world’s largest and most diverse generation. As they come into their own as consumers, employees and members of society, it is essential for marketers and retailers to fully understand what motivates and drives them, particularly when it comes to brand loyalty and making purchasing decisions.

Yet for all their distinctive qualities, this is a generation that eschews labels, preferring instead to move fluidly in...

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