Centennials at 21

Centennials, aka Gen Z, have already eclipsed Millennials as the global cohort driving trends and pushing industries forward, and they’ll soon be a core consumer group across a variety of categories. As the oldest of the generation turns 21 this year, Kantar’s latest report shows how critical it is for brands to keep pace with their values, beliefs and expectations to avoid being left behind.

Representing 35% of the global population, Centennials have become an economic powerhouse with a growing influence on spending and brand loyalty. Kantar reveals a generation that are:

• Digitally dependent, yet conscious users of technology.
• Increasingly influential on family purchasing decisions.
• Using social media differently from previous generations.

As Centennials age into young adulthood, they will reshape categories and upend industries. Understanding this generation’s values and motivations is key for brands as Centennials take the reins and drive global markets. 

For more in-depth insight and analysis, download Kantar’s Centennials at 21 report on the right side of this page.