In the next four years, most growth among digital shoppers and buyers will come from Gen Zers as other generations approach saturation. Gen Zers are the most likely to be skeptical of brand names, explore alternatives, and hold brands to high standards.

Key Question: How should brands and retailers develop their ecommerce strategies to reflect consumer behavior?

Key Stat: Forty percent of Gen Zers have stopped using or purchasing a brand over its reversal of DEI efforts. This demonstrates that younger consumers demand brands be authentic and consistent with any political stance the brand takes.

This report can help you:

• Develop commerce strategy (retailers and brands)
• Develop media strategy and allocate budget for campaigns (brands and agencies)