What do Gen Z value the most? Value-for-money.
Gen Z are one of the most principled generations, making progressive strides in everything from LGBTQIA+ rights, sustainability, diversity and inclusion and more. These factors have influenced their consumer habits and in turn how we market to them. All of this remains true, but an underlying influence has come to the forefront.
Whilst always featuring over the years, for the first time ever, cost-of-living has taken pole position as Gen Z’s top concern.
What does this mean for brands? Let’s have a reality check.
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