Generation Z

Generation Z

Generation Z

NRF partnered with IBM to take a look at Generation Z — those born between 1995 and present — to determine what drives shopping behavior in this youngest generation of consumers. Let us dig deeper than the common question of, “what year is Gen Z?”, and explore the specific consumer trends of this group.

Gen Z sessions at NRF 2022: Retail's Big Show
January 16-18, 2022

NRF’s annual conference and expo unites an industry with insightful sessions, the newest tech and the opportunity to make connections with retail visionaries. This time, we’ll be back at the Javits Center in New York with a myriad of new sustainability sessions you won’t want to miss.

Big Show 2022

IBM studies

Uniquely Gen Z
The first in a three-part global study on Generation Z.
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Gen Z brand relationships
The second in a three-part global study about Generation Z.
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What do Gen Z shoppers really want?
The third in a three-part global study about Generation Z.
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Related content

How Gen Z is driving the future of retail
Maryleigh session
NRF Retail Converge: Insights and trends from the digitally native generation.
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Social media drives Gen Z shopping behavior
Gen Z shopping insights
Retail Gets Real episode 183: Insights on how the digitally native consumers use social media to shop.
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How brands can use social to connect with Gen Z
Gen Z shopping on social media
Younger consumers’ social media usage has gone up as a result of the pandemic.
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Upcoming events

NRF 2022: Retail's Big Show
NRF is returning to New York City with the key insights and latest tech solutions that will accelerate your business.
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NRF Supply Chain 360
NRF Supply Chain 360 takes a holistic look at the modes and methods needed to build the future, faster.
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NRF PROTECT is where seasoned and fresh faces meet to discover insights and tools to tackle any security threat.
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NRF Nexus 2022
Retail leaders get a front-row seat to the latest innovations in marketing, technology and digital.
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