IRI Uncovers Distinct Purchase Motivators Of Emerging & Powerful Generation Z Shoppers
IRI® today announced findings from two recent studies into the shopping attitudes and behaviors — and the emotional drivers — of Generation Z (aged 21 and under), providing manufacturers and retailers valuable insight into how to effectively communicate with this generation of consumers. In partnership with The Family Room LLC, these studies surveyed a cross-generational sample of this emerging population segment and shows that a brand’s authenticity is more important to Gen Z than preceding generations. …