Generation Z refers to young people born between 1997 to 2012, following millennials. Gen Z tends to reflect their pragmatic approach to money and education when purchasing consumer goods. Despite being the most online generation, Gen Z likes shopping in stores, where they can get assistance and query for details. Gen Z’ers have high expectations of customer service and product quality and like individualized shopping experiences that can be tailored to their personal preferences.
In February 2022, Shanghai Consumer Council
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