Disruptive and distinctive, Gen Z shoppers are growing up. A new kind of shopper is on the rise. Relentless technological innovations, challenging economic conditions and complicated global politics strongly influence the habits, behaviors and expectations of members of Generation Z (Gen Zers). Despite their young ages, they already hold unprecedented influence over family purchasing decisions and wield enormous economic power of their own. To prosper tomorrow, retail and consumer products (CP) brands must engage Gen Zers today.