It is critical for retailers, and in fact all marketers, to understand generational differences – if you ascribe inaccurate or outmoded priorities to your customers, you can’t cater to them effectively. This was driven home to me recently by an NBC News poll of women and men ages 18-29 – Generation Z – in which their divergent definitions of success became very clear. This age group, often referred to as “emerging adults,” also are emerging customers, and therefore it is mandatory to have a nuanced understanding of what is important to them.
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