Generation Z Will Force Improved Brand Experiences on Consumer Goods Manufacturers

Archived Published: 18 April 2017 ID: G00323981


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Generation Z, those born from 1995 through 2010, will become a significant consumer force by 2020. This generational cohort possesses several unique attributes, and consumer goods manufacturers CIOs need to act now to grow brand relevance and equity with them.

Table of Contents

  • Analysis
    • Finding No. 1: Generation Z's Unique Attributes Create New Expectations and Higher Standards for Consumer Product Experiences
    • Finding No. 2: Generation Z Consumers Will Expect Brands to Be Always Available, Transparent and Price-Competitive and to Demonstrate Social Responsibility
    • Finding No. 3: Collaborating With Those Inside and Outside the CG Industry Is a Significant Way to Improve Customer Experience and Deliver Greater Value
  • Gartner Recommended Reading
© 2017 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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