IRI, a fast-growing, global leader in innovative solutions and services for consumer, retail and media companies, and The Female Quotient, an organization advancing equality in the workplace through cross-industry collaboration, today published a new white paper. “Understand Me, Don’t Define Me,” provides insights and recommendations for marketers on how to prepare to win with Gen Z, a new, powerful generation of shoppers that account for 20% of all U.S. consumers and $143 billion of direct buying power.
“Gen Z presents tremendous opportunities for brands and retailers, but these digitally native, fiercely independent consumers approach shopping with very different expectations than prior generations,” said Lynne Gillis, principal, Survey and Segmentation Practice, IRI. “Gen Z expects brands to be authentic and understand them as unique individuals to earn their dollars. It’s a challenge to build loyalty among a generation whose digital prowess enables them to constantly discover and experiment, and who value the freedom to continually reinvent themselves. To win, brands must understand Gen Z’s fluid needs and motivations, develop authentic, purpose-driven brand messages, and prioritize connecting with shoppers on the digital platforms – like TikTok, Snap, and YouTube – that most influence them.”