Gen Z consumers won't stand to be compartmentalized.
Segmenting young consumers into groups based on age, gender and race is not the way for brands and retailers to reach them, according to a new study.
“This younger generation isn’t easily defined,” Karizza Sanchez, director of content strategy at Complex, wrote in the study. “You can’t assume somebody who likes streetwear also likes hip-hop or sneakers.” Young consumers still like things that feel exclusive, but that doesn’t mean waitlists and creating scarcity.
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