Consumer Behavior

Gen Z consumers worry about recession, seeking better deals

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February 8, 2023

The current economy and a possible recession are weighing heavy on a good number of Gen Z consumers, with 70% reporting that inflation and price increases on everyday items are impacting their households.

Six in 10 of Gen Z shoppers are worried about a possible recession, and 76% expect to be doing more product comparisons and research in a quest to find better deals.

Those are top findings from a research report, "Gen Z Values & Value: Consumer Confidence," published by Cassandra.

"Experiencing the impact of economic downturn from a young age has left a lasting impact for many Gen Zs," Kathy Sheehan, VP, Cassandra, said in a press release on the findings. "Now, with the leading edge of Gen Z in the early stages of their careers, Gen Z is reflecting on lessons and anxieties learned during childhood to prepare for the unknown. Today's youth are practical, wary and quick to make changes to recession-proof their futures."