Generation Z, born between 1997 and 2012, is shaking up the world of consumer products. With their 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, aged between 12 and 27, are known for their digital experience, their stereotype-averse self-expression and their penchant for health and sustainability. As they are radically changing the consumer market, we look at how Gen Z is changing the future of consumer goods, with a focus on personal care and food.
Their purchasing power is already guesstimated at 400 billion euros worldwide, but this figure will obviously increase as they grow up and earn (more) income. By way of comparison, the most financially powerful generation (the baby boomers) account for some 500 billion – but they and their capital are dwindling, while that of Gen Z is only growing.
The transition to maturity
The most striking feature of Gen Z is, of course, its age. As they are in the process of moving from teenager to adult, they encounter a major change in consumer behaviour. Kantar Worldpanel has observed a clear change in habits, particularly in the area of personal care.
