As the first generation to grow up online comes of age, they bring the promise of a revolution. Their brains may as well be smartphone interfaces, so in tune with technology are these digital natives. They are unique — in the way they think, act and shop — and they may just present the most intriguing challenge the industry has ever faced. Born between the mid Nineties and mid Noughties, as consumers they are like no generation before: supremely smart with saving (they’ve seen the excesses of the past and loathe debt), suspicious of advertising and prepared to stand up for the greater good (60 per cent will support brands that represent issues they believe in). As for pinning down their gender or sexuality — good luck with that. Forget your narrow categorisations. Gen Z are global citizens, digitally connected to their peers around the world, able to find virtual communities where analogue ones are absent. They are the ultimate influencers: sharing their opinions and experiences online comes naturally. Which means that, when it comes to quality, they expect the best of the best. The message? Feckless frittering is out, conscious consumerism is the future.
