Can Private Brand Engage Generation Z?

Retail marketers are finding an increasingly attractive consumer segment in Generation Z, those born between the years 1991 and 2002. They are the future for Private Brands, a generation that has embraced emerging social media brands and technology that their grandparents could never have imagined. They are a generation who does not know or care who owns their favorite brands the distinction between national brand and Private Brand is meaningless. If we can engage them with an authentic voice, a legitimate innovation and differentiation they will embrace our brands as part of their lives.

In its new briefing, ‘Make Way for Generation Z: Marketing to Today’s Teens and Tweens’ Euromonitor International evaluates the marketing potential for this highly individualistic wave of consumers. The new generation, encompassing today’s tweens and teenagers, who have never had it so good. Brand-conscious, tech-savvy, old before their years and equipped with generous incomes that are almost entirely discretionary, they are an increasingly attractive segment for marketers of all kinds of products, ranging from fashion and beauty to digital devices. This global report examines what makes Gen Zers tick and looks at their spending habits both now and in the future.

The report includes

  • Top-level strategic analysis of how major consumer trends will influence global markets
  • Consumer insight
  • Impact across all relevant consumer markets
  • Unique graphics and case studies
  • Key market snapshots
  • Accompanying presentation to synthesize main findings

Euromonitor’s briefing details Generation Z profiles in Western and emerging markets worldwide, including behavioral traits, income and purchasing power, and connects that information to future marketing opportunities for brand managers and manufacturers targeting teens and tweens. A full description and table of contents for the briefing can be found on Euromonitor International’s website.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.