As Gen Z Enters Prime Spending Years, Brands Sharpen Their Pitch
Retail TouchPoints
OCTOBER 27, 2024
They’ve been shaped/scarred by not one but two global economic traumas — the Great Recession of 2008-2009 and the COVID pandemic — and they’ve grown up with social media playing an increasingly large (and loud) role in shaping culture, including how these consumers shop, research and purchase products and services. They’re Gen Z, born between 1997 and 2012 and comprising 20.69% of the U.S. population — just a bit fewer than Baby Boomers ( 20.93% ) and the largest current group, millennials ( 21.
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