A generation without borders
Embracing Generation Z
Monday 21 January 2019Report
As the newest generation emerges onto the consumer landscape, myth and misconception dominates the discourse about Generation Z. Will they kill the high street or save the environment? Will they ever look up from their phones?
OC&C’s landmark study, ‘A generation without borders’ cuts through the noise and provides actionable insights for brands, retailers and employers. From customer segmentations to brand stories, product strategies to peer-to-peer marketing, our report looks at the impact these youngest consumers will have and what it really means to embrace Generation Z.
Our insights cover Brazil, China, France, Germany, Italy, Poland, Turkey, UK and the US, and several consumer sub-sectors, including; apparel, beauty, grocery, alcohol and eating out. In addition to quantitative survey-based research which involved 15,500 respondents, bespoke discussion panels for Gen Zers aged 16 to 20 in the UK, US and China were used to understand these consumers in even greater detail.
This inaugural report on Generation Z, was conceived, designed and developed by OC&C Strategy Consultants. OC&C were supported by Viga who provided the global quantitative survey panel and platform to deliver our data-driven insights.
OC&C contacts
Read Publication
Suggested Reading
Revisit the Dragons' den
Following heightened economic and geopolitical uncertainties from the trade war and corresponding RMB depreciation, concerns over the strength of domestic demand and China’s FMCG market outlook are rising as momentum in both private consumption and investment has weakened
Action stations
The Global 50 report is our annual snapshot of the world’s 50 largest FMCG businesses. Now in its 16th year, it is the go-to source for the statistics and big themes that shape the sector
Tied up
In 2016 FMCG M&A plummeted, down $176bn on the previous year, as political uncertainty depressed deal-making in the sector