There’s so much media hype about marketing to Gen Z—the 68 million Americans who are 6-24 years old—and about Gen Z’s impact on our business world, that it can be difficult to sort through it all, especially for marketers.
At CBX, we set out to discover for ourselves what drives Gen Z consumers. We engaged in qualitative research with our cohorts across the United States, and augmented our findings with a global quantitative study of 600 Gen Zers—the latter conducted in conjunction with our partners at Lonsdale in Paris and Cowan in Shanghai.
