By:  CSD Staff

August 29, 2018

7-Eleven is up by more than 300% among Generation Z in terms of the frequency of conversation.

Who is Generation Z and what do they care about? A new analysis of teenage conversation patterns by Engagement Labs set out to find out. It found teens today—popularly known as Generation Z—present an entirely new challenge to marketers. Enabled by mobile devices, ride sharing, and a penchant for walkable restaurants and retail, teenagers are shunning destination retail and the auto industry for FaceTime, 7-Eleven and Starbucks.

Marketers have an inherent fascination with the next big thing, and the next big thing is Generation Z. Generation Z, the next consumer powerhouse is expected to account for 40% of all consumers by 2020. In a recent landmark study, Engagement Labs proved that conversations about brands, on average, drive 19% of U.S. consumer purchases, representing between $7 and $10 trillion in annual sales. For that reason, Engagement Labs’ analysis includes not only social media, but also what Generation Z is talking about face-to-face, in the real world.

The study “Gen Z: The TotalSocial Generation,” reveals that Gen Z is highly talkative about brands. They have 13.4 conversations about products and services on average each day, one-third more than the 9.9 conversations among people 21 and older. They also talk more about political and cultural topics such as the environment and health eating or nutrition. In a typical day they have 30% more conversations than adults about such issues.

Read the full Convenience Store Decisions article, here.

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