Gartner Research

Generation Z Will Force Improved Brand Experiences on Consumer Goods Manufacturers

Published: 18 April 2017

ID: G00323981

Analyst(s): Ed Porter


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
  • Key Findings


  • 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

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