Generation Z, composed of individuals born between 1996 and 2010, represents a milestone in the evolution of consumption, being the first to grow up fully immersed in the digital environment. In the United States, a 25-year-old from this generation has an income 50% higher than a baby boomer at the same age, indicating robust 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 one that spends the most and adopts innovative financial services—especially installment payment systems like Buy Now, Pay Later (BNPL). This model facilitates immediate access to products and services, shaping more flexible consumption behaviors and expanding purchasing power in a practical and accessible way.
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 purchasing decisions. Companies that want to win over this audience need to build real and transparent connections, aligning their strategies with an ethical and sustainable vision.
Eduarda Camargo, Chief Growth Officer at Portão 3 (P3), explains that this new reality challenges traditional business models, requiring brands to transform their commercial and relationship approaches. ‘Intense digitalization, coupled with the demand for personalization and the pursuit of positive impact, requires continuous innovation and a deeper understanding of contemporary consumer behavior,’ she states.
In summary, 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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