Generation Z, made up of individuals born between 1996 and 2010, represents a milestone in consumption evolution, being the first to grow up entirely immersed in the digital environment. In the United States, a 25-year-old from this generation has an income 50% higher than that of a baby boomer at the same age, indicating a strong financial potential that promises to deeply influence the market in the coming years.
Although facing economic uncertainties and financial challenges, this generation stands out as the biggest spender and adopts innovative financial services — especially Buy Now, Pay Later (BNPL) installment payment systems. This modality facilitates immediate access to products and services, shaping more flexible consumer behaviors and expanding purchasing power in a practical and accessible manner.
The values guiding Generation Z’s choices go beyond price and convenience. Priorities such as authenticity, engagement with social causes, purpose, and meaningful experiences play a central role in purchase decisions. Companies aiming to attract this audience need to build real and transparent connections, aligning their strategies with an ethical and sustainable vision.
Eduarda Camargo, Chief Growth Officer of Portão 3 (P3), explains that this new reality challenges traditional business models, requiring brands to transform their commercial and relationship approaches. “Intense digitization, combined with the demand for personalization and the pursuit of positive impact, calls for continuous innovation and a deeper understanding of contemporary consumer behavior,” she states.
In essence, Generation Z not only expands the volume of resources available in the market but also drives a redefinition of consumption — based on the integration of technology, authentic values, and personalized experiences. This movement outlines the profile of a more dynamic, conscious economy aligned with the demands of the 21st century.
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