by Afterpay, Jun 30, 2020 on Glossy.Com

Retail's future lies in the hands and wallets of Generation Z.  This year, Gen Z will represent 40 percent of consumers in the U.S. The merchants that understand Gen Z's needs and values will find themselves on the leading edge of a retail revolution and future-proof their businesses.

According to recent research from Afterpay and The Future Laboratory, a quarter of Gen Zers trusts brands more than government, the media, organized religion and influencers.

They're also values-driven and gravitate towards brands that are committed to transparency, from supply chain and product provenance to marketing standards.

Meanwhile, leading retailers are continuing to push aggressive e-commerce strategies, as 50% of Gen Zers say they're shopping online more now than before the pandemic.

Read the full article to learn about Gen Z's habits

article: To understand the future of retail, watch Gen Z