Generation Z: A generation who value convenience
At the recent Shopper Insights in Action conference it was revealed that in the future beyond 2020 convenience and the quality of the shopping experience will overtake price as a priority for generation Z consumers.
Lies Ellison Davis â€“ Global director of Shopper marketing at Friesland Campina, explained that the next generation will be twice the size of the baby boomer generation and comprise of a quarter of the worldâ€™s population. They are digital natives and will have more information at their fingertips than any other generation before them.
Generation Z are used to communicating with an entire community as well as one-on-one.
They value convenience, theyâ€™re hard to impress, they expect to be able to work and study from anywhere, crave new experiences and want to be pampered. It was also found that 62% of this generation are apathetic about advertising and 42% make purchase decisions based of recommendations of friends.