Source
PLMA
Gen Z, 80 million strong, is the next great consumer bulge and the most diverse, best-educated and most stressed-out generation in the country’s history. Gen Zers' shopping behavior is marked by their reputation as digitally astute; health, environmental and socially conscious; convenience-oriented, value-driven and seekers of authentic experiences. PLMA commissioned a survey of Gen Z with questions on their attitudes towards store brands, such as their awareness of the products, how often they buy them and how they compare them to national brands.