Generation Z, comprised 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 that of a baby boomer at the same age, indicating robust financial potential that promises to profoundly influence the market in the coming years.
Despite facing economic uncertainty 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 modality facilitates immediate access to products and services, shaping more flexible consumer behaviors and expanding purchasing power in a practical and accessible way.
The values that guide 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 their purchasing decisions. Companies that want to reach this audience need to build real and transparent connections, aligning their strategies with an ethical and sustainable vision.
Eduarda Camargo, Chief Growth Officer and Gate 3 (P3), explains that this new reality challenges traditional business models, requiring brands to transform their commercial and relationship approaches. “Intense digitalization, combined with the demand for personalization and the pursuit of positive impact, requires continuous innovation and a deeper understanding of contemporary consumer behavior,” he states.
In short, 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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