What:  Generation Z is the youngest audience that current brands are targeting, analyzing, and adjusting their strategies accordingly to.

Why it is important: Gen Z shoppers build relationships with brands, showing their expectations are different than any other customer persona that the brand owners and retail stores have experienced before.

Generation Zers were born and grew up in an age of rapid changes so their knowledge about data and how algorithms work on targeted campaigns makes them even harder target to catch.

They're attempting to figure out what makes the company tick, rather than just looking at the products. They want to know the company’s goal, mission, and impact on society.

Meet Generation Z Shaping the future of shopping