As the newest generation of adults enters the marketplace, it is becoming increasingly important for brands to understand the unique needs and behaviours of Generation Z. Arriving with distinctive perspectives, preferences and expectations than previous generations, Gen Z is redefining the consumer landscape with their tech-savvy, pragmatic and socio-political characteristics.

Despite their limited spending power currently, now is the time for brands to engage with and understand this critical demographic in order to future-proof their businesses’ success. We have outlined the key emerging trends with this key demographic within travel, beauty, food and alcohol, to help brands engage with this soon-to-be powerful consumer group.