Generation Z, born between 1992 and 2012, is shaking up the world of consumer products. With their unique attitudes and behaviours, and their strong commitment to social and environmental issues, they are forcing brands to adapt and innovate.
The driving force of the future
Generation Z, today’s young people aged between 13 and 27, are known for their digital experience (also known as Generation Zoom), their stereotype-averse self-expression and their penchant for health and sustainability. These adults of tomorrow are radically changing the consumer market. We look at how Generation Z is changing the future of consumer goods, with a focus on personal care and food.
Already today, their purchasing power is estimated at 450 billion dollars worldwide, but this figure will obviously increase exponentially as they grow up and earn (more) income themselves. By way of comparison, the most financially powerful generation, the baby boomers, account for 548 billion dollars a year, but they and their capital are dwindling, while that of Generation Z is only growing.
The transition to maturity
The most striking feature of Generation Z is, of course, its age. They are in the process of moving from the status of teenager to that of young adult, which often involves a major change in consumer behaviour. Kantar Worldpanel has observed a clear change in habits, particularly in the area of personal care.
