For Generation Z, iPhone, Apple have the most buzz while Coke and Pepsi are fizzling

 USA Today

Charisse Jones, USA TODAY Published 6:02 a.m. ET Aug. 20, 2018


For retailers, Generation Z is a force to be reckoned with.

The post-Millennial group, generally regarded as the 86 million people born between 1997 and 2016, is expected to represent 40 percent of all shoppers by 2020, and currently influences $600 billion of family spending.

When it comes to what’s hot -- and what’s not -- chatter matters. Conversations, both through social media and in person, spark 19 percent of purchases, according to Engagement Labs, a data and analytics company that helps marketers.

"You see an advertisement, people know it's a paid endorsement,'' says Brad Fay, Engagement Labs chief commercial officer. "It’s only got so much credibility....The  most powerful messages are ones that come from someone you know.''

Based on surveys of 6,736 teens over 12 months that asked them what they spoke about in the previous 24 hours, Engagement Labs found that the top talkers were the gadgets, beverages and snack foods that bring young people together.


Read the full USA Today article, here.

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