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Coye Nokes

Wide-Ranging Gen Z Study Reveals Purchasing Decisions Strongly Influenced by Celebrities, Desire for Uniqueness

Study of Multigenerational Respondents Across Nine Countries Has Important Implications for Retailers and Brands A worldwide study focused on buying habits of Generation Z - defined as those born beginning in 1998 - reveals the group has much higher expectations than previous generations when it comes to style and uniqueness, and is heavily influenced by celebrities and social media. "A Generation Without Borders," a highly detailed analysis by global consulting firm OC&C Strategy Consultants, involved 15,500…