Zenith. Tendencias 2017


Where appropriate, we brought back trends from previous reports, once they had hit tipping point or promised new value.We looked ahead to predict which consumer segments will be most affected by the trend, how it will evolve, and identified brands that are leading the way. They are the early adopters of new technology. Millennials – those born after 1982 – are adept at making the most of technology to create a world of difference for themselves. Technology has given them the freedom to redefine the way they work, play, shop and to take control of their daily activities. Their dependence on their smartphones and other new technologies sets their expectations for how they want to engage with brands. Generation Z – defined loosely as those born after the late 1990s – are the first true digital native generation, and are the native speakers of the digital language of computers, video games and the internet.

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