In 2019 Gen Z became the largest generation, outnumbering Millennials in the UK and accounting for 33% of the population, spending £7 billion annually.
After learning this, we conducted research to better understand how Gen Z discover, learn about and shop the health & beauty category today. As the first generation who are true digital natives, we looked at how emerging tech drives Gen Z’s discovery and interactions with brands. What influences them and what we can learn for the future?
In our report, we inspire brands to think about their marketing approaches and use of technology, arming brands with the knowledge to effectively engage with