Consumer Behavior

Digital-first Gen Zers are all about the physical store

Photo by istock.com

December 21, 2022

Digital-first Gen Z consumers still want to shop inside a store even though they rely heavily on technology for managing their lives.

There's also a disconnect between how the Gen Zer shops and how the retail industry views them.

Those are top findings from a report by Berns Communications Group.

"There are 70 million Gen Z consumers in the U.S., and their spending power is growing quickly as more of them enter the workforce, so understanding their mindset is key to brands' long-term success," Stacy Berns, president and founder of Berns Communications Group, said in a press release on the findings. "While other conferences and industry summits have featured retail leaders' perceptions of what makes Gen Z tick, our forum gave Gen Zers themselves the opportunity to share firsthand how they want to engage with brands. The companion report to our event details the most compelling and surprising insights that came out of the day's discussions, panels and presentations to help educate the industry about the most diverse and demanding generation in history."