Its search for authenticity generates greater freedom of expression and greater openness to understanding different kinds of people.

Our study based on the survey reveals four core Gen Z behaviors, all anchored in one element: this generation’s search for truth.

Businesses must rethink how they deliver value to the consumer, rebalance scale and mass production against personalization, and—more than ever— practice what they preach when they address marketing issues and work ethics.

transforming the consumer landscape in a way that cuts across all socioeconomic brackets and extends beyond Gen Z, permeating the whole demographic pyramid.

Companies should be attuned to three implications for this generation: consumption as access rather than possession, consumption as an expression of individual identity, and consumption as a matter of ethical concern.