Understanding Underconsumption Among Generation Z: A New Consumption Paradigm Introduction: The Rise of Underconsumption in Gen Z
Generation Z, born roughly between 1997 and 2012, is emerging as a unique cohort with distinct values and behaviors, especially when it comes to consumption. Unlike previous generations, who were characterized by their spending habits and consumerism, Gen Z is showing signs of a phenomenon known as underconsumption. This trend is not just about spending less; it’s about a shift in values, priorities, and lifestyle choices that reflect a broader change in how this generation views material wealth and consumption.
Introduction: The Rise of Underconsumption in Gen Z
Generation Z, born roughly between 1997 and 2012, is emerging as a unique cohort with distinct values and behaviors, especially when it comes to consumption. Unlike previous generations, who were characterized by their spending habits and consumerism, Gen Z is showing signs of a phenomenon known as underconsumption. This trend is not just about spending less; it’s about a shift in values, priorities, and lifestyle choices that reflect a broader change in how this generation views material wealth and consumption.
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