Gen Z is no longer the 10-year-old hoverboard bandits folks seem to remember. They are people between 9 and 24 years old. The age of leaving college, starting careers, and buying things like homes or cars.
More than money. Some research conducted by CLLCTVE about brands Gen Z trusts found they shop with more than their bank account. While not unique to the youngest working generation, factors like access, authenticity, justice, and innovations sometimes overshadow affordability when selecting what to buy from who.
