How retailers and brands can reach and appeal to the next generation of consumers usa online journal electricity invented what year

Generation Z, also known as iGen or Centennials, is arguably the most pivotal generation to the future of retail. By 2026, the majority of Gen Zers will reach adulthood, and their spending power will reach new heights. Retailers and brands need to start establishing relationships with Gen Zers now to ensure success in the years to come.

But Gen Zers, who we define as those born between 1996 and 2010, are different from older generations, and understanding their characteristics and preferences is essential to capturing their attention — and their dollars. Though members of older generations have grown accustomed to using the internet, Gen Zers are the first consumers to have grown up wholly in the digital era. They’re tech-savvy, heavy internet users, and mobile-first — and, most importantly, they have high standards for how they spend their time online. Retailers and brands — which have spent more than a decade trying to catch up to millennials’ interests and habits after ignoring them and the digital revolution for too long — must leverage Gen Z’s tendency to be online at all times, and make sure to meet the generation’s heightened digital expectations.

In a new report, Business Insider Intelligence explores Gen Z’s current shopping habits — both online and in-store — and how those habits might evolve over time. It looks at their spending power, both now and in the years to come, and the drivers that lead them to complete a purchase. It also assesses Gen Zers’ unique traits, and the ways that retailers and brands can leverage those characteristics to make them loyal customers.

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