Gen Z and millennials: the 3.5bn opportunity

Gen Z and Millennials combined made up nearly half of the global population (45%) with 3.5 billion people. Growing up with electronic devices and the internet makes these two groups digital natives. Millennials, being older, were early adopters of mobile shopping. And Gen Z has grown up with social media averaging around three hours of social media consumption daily.² 

Millennials: 1980 – 1994 | Gen Z: 1997 – 2009

Gen Z and millennials: how to reach them

Young consumers are changing where, when and how we shop. As we enter an era of hyper-personalisation, Gen Z and Millennials want experiences that are tailored to them, such as exclusive advance access to purchases or personalised interactions. They’re also more likely to purchase goods and services that reflect their identity and align with their personal values. 

Gen Z and millennials: where to reach them

Now, more devices than ever are commerce-enabled (like smart home appliances). To reach this huge group of young consumers, businesses must adapt to be always-on. They need to be in multiple non-traditional e-commerce spaces, including social media, video gaming and virtual reality platforms.

* Euromonitor (video)

² GWI

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