Gen Z consumers are economically cautious yet driven by emotion, digitally native yet shopping offline, and loyal only when brands feel authentic.
Key Takeaways
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Gen Z’s contradictions define them: They balance financial caution with emotional impulse, oscillating between digital convenience and in-store experiences.
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Affordable affluence drives spending: PwC likens their behavior to an updated “lipstick effect,” favoring micro-luxuries that signal style without excess cost.
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Loyalty depends on authenticity: Brand reputation and ethical standing hold more sway for Gen Z than tradition.
