By 2020, 16-24 year olds (or Gen Z as many people refer to them), will represent 40% of all consumers. A tech-first audience who have been born into a fundamentally different world to us, they are the consumers of the future and their buying power will affect all brands’ bottom line.
This paper looks specifically at the changes 16-24 year old experience and what this means for FMCG brands.
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