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...
