“What do Gen Z shoppers really want,” the third and final installment of a global study co-sponsored by the IBM Institute of Business Value and the National Retail Federation, examines what this youngest generation considers to be “retail essentials” as well as what delights and engages them. The study, based on a global survey of 15,600 Gen Zers between the ages of 13 and 21, explores Gen Z’s expectations for the retail environment, their usage and attitudes toward technology and what customization means for them.