Gen Z represent about 40% of consumer spending. But as this group grows up and earns more, that figure will only increase. Marketers who aren’t paying attention now will struggle to keep up later.

In a hands-on workshop at Signal 2021, P&G’s in-house Gen Z experts, Santhi Gollapalli and Anna Connolly, shared key insights from their research on this demographic, such as:

  • 95% of US teens have mobile devices; 45% say they use them almost constantly
  • Two-thirds get their news from social media
  • Global trends shape their outlook: economic uncertainty, global conflicts, climate

Get more insights into this emerging demographic from these outtakes from the workshop: