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Inflation and Gen Z: how economic challenges are redefining consumption habits

Inflation and economic uncertainty have shaken the foundations of consumption habits among Millennials and Gen Z generations. Bringing about a significant shift in how they approach spending. While these generations represent a vast market potential, rising inflation and interest rates have prompted many individuals to reconsider their spending strategies.

A recent study conducted by TD Cowen revealed that the predominant theme among consumers is the pursuit of value. More and more people are seeking solutions that offer good value for money. Aiming to optimize their expenses without compromising on the quality of products or services they purchase. This change in attitude has been strongly influenced by the uncertain economic climate, which has strained family budgets and led to reflection on the concept of financial comfort.

One surprising finding from the study is that Amazon emerged as the top choice for many consumers, closely followed by Google. This underscores the crucial importance of digital platforms in the purchasing process, especially for younger generations, despite the traditional association between social media and impulse buying.

Another surprise has been the diminishing importance of sustainability as a purchasing criterion. While in the past, many Millennials and Gen Z individuals preferred eco-friendly and second-hand products, the current economic context has led many consumers to focus more on value and price. However, it is worth noting that sustainability remains a relevant issue, especially among younger consumers.

Gen Z: how consumption habits have changed

Looking ahead, these generations will face several challenges. The increase in interest rates, rising loan costs, and persistent inflation may continue to strain family budgets. According to forecasts by John Kernan, Managing Director of Retail and Consumer Brands at TD Cowen, consumers may have to grapple with these difficulties at least until 2024.

In conclusion, as current economic challenges significantly influence the consumption habits of Millennials and Gen Z generations, the search for value and the right price are becoming increasingly central to their purchasing decisions. Brands and digital platforms will continue to play a fundamental role in this context but will need to adapt to the changing priorities and preferences of consumers in an ever-evolving economic landscape.

In an era where economic stability is more elusive than ever, young consumers find themselves facing an uncertain future. Their ability to adapt and be resilient will be essential to navigate through ongoing economic challenges. Nevertheless, the desire for value and quality will remain a guiding light in their purchasing decisions.

Companies that can provide products and services that meet these evolving needs will succeed in the market. Innovation and flexibility will be key, along with a commitment to sustainability, which, despite current challenges, remains an important goal for younger generations.

In a constantly changing economic landscape, Gen Z demonstrates remarkable adaptability, and this resilient spirit will be crucial for their future economic success.


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