NEVER MIND MILLENNIALS… HERE COMES GEN Z!

And Why Does This Matter To Retailers

NEVER MIND MILLENNIALS… HERE COMES GEN Z!

AND WHY DOES THIS MATTER TO RETAILERS

x

10 THINGS WE FOUND IN THE DATA

WHO IS GEN Z? AGE

TECHNOLOGY

PARENTS

MILIEU

13-23

AI

GEN X

DIVERSITY

BRANDS AS ANXIETY RELIEVERS

1#sad #depressed #OCD #alone #bored #bullied #depression #anxiety #ptsd #hope #recovery #stress #adhd #mentalhealthmatters

28% have suffered

depression

52% have an anxiety

problem

76% total believe they

have a mental health issue

SPLEEN GEN

2

They know they will buy less and own less

First generation to feel their life will be worse than their parents

Eco-anxiety

PRODUCT

OVEREXPERIENCES

BRANDS

OVER

EXPERIENCES

FUNCTIONALITY IS BACK

3

IMPORTANCE OF LOYALTY PROGRAM FOR REASON TO SHOP AT … (% EXTREMELY IMPORTANT – 7 POINT SCALE)

LOYALTY

4

Z

YXB

12% 11%

23%

41%+

++

+ +

+

+

+

+

+

+

COUPONING IS DEAD … LONG LIVE COUPONING

5

THEY WILL SHOP ALONE OR IN TWO… MILLENNIALS WERE IN

GROUPS

ALONE IN A CROWD

IS HOW THEY WILL SHOP

SELF-DISCOVERY

6

GEO-FENCING (IN STORE)

VIRTUAL SHELVES

APP PURCHASE FROM VIRTUAL DISPLAY

PUSH PROMOS ON PHONE WHILE IN STORE

SHARING PERSONAL INFO TO STAFF WHILE IN STORE

MAGIC MIRRORS

AR AND VR

Z vs Y MUCH MORE LIKELY

TO SHOP

APPAREL & SHOES

CONSUMER ELECTRONICS

BIG BOX & DEPT STORES

+

+

+

++

++

+

+++

++

+++

+

+

++

+

+

+

++

+++

36%

39%

26%

41%

37%

52%

63%

A simple change from

HELLA MINERALWASSER

WHERE THEY BUY WILL BE IRRELEVANT

7

BRAND+ MEANING

FIRST

OWN LESS SPEND MORE

8

CAN YOU BE THAT BROKER

#secondlife

LUXURY BRANDS BEWARE

9

SOCIAL STATUS IS SOOOOO TWENTIETH

CENTURY

THINK 360

10

BRAND MEANING AND STORYTELLING

@leger360 /LegerCanada /company/leger360 @leger360leger360.com