Annual per capita expenditure of generation Z will increase by 70% from 2020 to 2025 From Kantar

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Generation Z is a meaningful opportunity for brands. There are more than 1.2 billion generation Z teenagers in the world. In the United States, generation Z spent $323 billion. Given the impact of generation Z on the rest of the family, the number could be more than four times higher. Generation Z will only increase in importance to marketers. In the United States, generation Z will account for 30% of the U.S. workforce by 2030. It is estimated that the annual per capita expenditure of generation Z will increase by 70% from 2020 to 2025.

Understand the brand preference of generation Z

Many generations of Z express themselves through brand choice, perhaps because it enables them to express themselves more quickly (except Saudi Arabia). In Australia, for example, 65% of generation Z say they use brands to express themselves, compared with 40% for Generation X and baby boomers.

Branding means growth, not just retention

In the United States, more than half of generation Z respondents said their favorite brands were recommended by friends and family. This figure is more than 50% higher than that of Generation X and baby boomers in the United States. This shows that the brand has an opportunity to be a supporter of friends and family with generation Z.

Snapchat’s favorite brands

Finally, Kantar analyzed snapchat users, including people of all ages, rather than only generation Z, about the brand. The survey found that snapchat users and non snapchat users in the United States differ in key brand dimensions. First of all, snapchat users have a higher affinity for brands than non snapchat users. The former are more likely to see the brand as a way of self-expression and expect their friends and family to tell them about the new brand.

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