![]() 1 From June to October 2017, researchers, psychologists, and social scientists undertook ethnographic field research to observe how Gen Zers communicate, what they believe in, and the choices they make (and why). McKinsey recently collaborated with Box1824, a research agency specializing in consumer trends, to conduct a survey investigating the behaviors of this new generation and its influence on consumption patterns in Brazil. ![]() In Brazil, Gen Z already makes up 20 percent of the country’s population. Young people have become a potent influence on people of all ages and incomes, as well as on the way those people consume and relate to brands. ![]() As global connectivity soars, generational shifts could come to play a more important role in setting behavior than socioeconomic differences do. ![]()
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