That’s according to a new report by American Express, “Raising the Bar: How Gen Z Expectations Are Reshaping Brand Experiences.” The study, conducted by Forrester Research, surveyed 1,027 North American Gen Y (ages 23 to 37) and Gen Z consumers (ages 16 to 22).
Gen Z is already financially empowered, with 81% making purchases on their own. It also has mobile spending power, with 59% having made a purchase via mobile app in the last year. Meanwhile, 33% of Gen Z respondents have used a device specific mobile wallet (i.e. Apple Pay, Samsung Pay or Android Pay) in the last three months, data revealed.
Their financial independence also influences their high expectations among brands — especially when it comes to gaining their trust. That said, 46% of Gen Z respondents said that data security and privacy is a must-have to keep their business.
Members of Gen Z are also mobile natives. Thus, they don’t find it invasive to receive texts, notifications or offers from brands via mobile — even more so than their Gen Y predecessors. In fact, 22% of this group are…