The Gen Z Paradox - Intro

Meet one of today’s  most powerful consumer forces.

Meet one of today’s most powerful consumer forces. $149Bn of buying power. Over the next 10 years, Gen Z will reshape Commerce as we know it. 

Born after 1996, our future shoppers now have their own cash to spend.  More progressive, diverse, and educated than previous generations.  Still young, but wise beyond their years.

We spoke to 2,500 Gen Z'ers across 5 markets with the fastest growing economies and largest Gen Z populations. 

And we found out who Gen Z really are, what they value and how they spend. Most say they prefer brands that align to their values

But when it comes to making the final decision to buy, the story gets complicated.

We met a generation  seemingly full of contradictions between what they say and what they do.