General Article What do Millennials and Generation Z consumers want from retailers?

Topic Selected: Consumerism

By Marjorie van Elven

Four generations of consumers coexist nowadays: the Baby Boomers, born between 1945 and 1968; Generation X, born between 1969 and 1983; Millennials, born between 1985 and 1993; and Generation Z, comprising those born from 1994 to 2002. Catering for the needs of younger generations is key for many businesses’ long-term growth strategy, as Millennials currently form the largest generation in the US labour force. FashionUnited has taken a look at the latest research about Millennials and Generation Z to find out who they are and what they want.

They mistrust businesses and want to see them do more for society

Only 48% of Millennials believe corporations behave ethically and that business leaders are committed to helping improve society, according to Deloitte’s 2018 Millennial Survey. The consultancy firm interviewed 10,455 Millennials and 1844 Generation Z respondents in Australia, Canada, China, India, the UK and the US. 67% o

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