Generation Z

Make room, Millennials: Gen Z wields $44 billion in buying power.

Generation Z

Generation Z are a very different breed from Millennials. In a very literal sense, these two demographics were raised by two historically divergent sources- the Baby Boomers and Generation X. And they are expected to mature and behave just as differently based upon their parents’ values and experiences.

According to a January, 2017 study by the National Retail Federation and IBM’s Institute for Business Value, members of Generation Z are “digital natives” who cannot remember what it was like not to have access to the Internet — no matter when, no matter what, no matter where.

  • Despite living largely digital lives, 67 percent of Generation Z prefer to shop in a brick-and-mortar store all the time, with another 31 percent preferring to shop in-store sometimes.
  • 66 percent frequently use more than one device and 60 percent will not use an app or website if they are too slow to load.
  • Gen Zers demand highly personalized interactions, value quality over price and want to be engaged with the brand across all channels.

Happy Mother’s Day, Gen Z Style

With Mother’s Day around the corner, we conducted a quick poll of our Generation Z panel members about Mom’s special day.

Here is a snapshot:

  • Is Mother’s Day important to Gen Zers?  69% think MD is Very Important or Important, while 24% think MD is Somewhat Important.
  • When it comes to gifts, our survey takers stick with the basics, with the most popular gift being flowers (63%), followed by cards (21%), and jewelry (7%).
  • Research has shown that Generation Z likes to shop in brick-and-mortar stores, and our poll results support this. A majority of our participants say they shop for Mother’s Day at a department store (56%), as opposed to online (17%).


FPG’s Generation Z Panel

Gen Z have a carefully tuned radar for being sold to and a limited amount of time and energy to spend assessing whether something’s worth their time. Getting past these filters, and winning Gen Z’s attention, will mean providing them with engaging and immediately beneficial experiences.

With more than 50,000 Generation Z panel members (age 14-21) with their own individual profiles,  we have almost instantaneous access to this young population.