Each generation carries unique traits. Gen Z, for example, grew up amid recession and a global pandemic, making them more frugal and value-conscious, unlike Millennials who are often swayed by brand image and the experience of consumption.
Through UMN Consulting’s Gen Z Lifestyle and Consumption Habits research, we looked beyond the label of “digital natives” to uncover the deeper values and factors influencing their lives.
The study examines 7 dimensions: Self-Concept, Self-Value, Self-Aspiration, Hobbies, Consumption Habits, Shopping Preferences, and Brand Preferences. It provides a comprehensive picture of how Gen Z defines themselves, their lifestyle, and their choices as consumers.
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Explore our findings and gain deeper insights into Gen Z.
