Recession-reared youth in many developed economies will keep the purse strings tight

 

The kids of Generation Z are about to become the planet’s biggest consumer spending force. That portends many opportunities in the globe’s two largest economies, the U.S. and China. But retailers and brands in many developed nations with less robust economies aren’t cheering. That’s because their Gen Z youth have grown up in the shadow of financial crises and economic recessions, leaving them indelibly marked by frugality.Surveys show that unlike millennials, many members of Generation Z are cautious about excessive consumption. After seeing their parents walloped by the 2008 financial crisis, they’re attracted to thrift stores, sustainable brands, and saving for a rainy day—even when they have steady jobs and rising wages. That’s particularly true in Europe and Japan, where growth has failed to bounce back as it has…

 

 

 

 

在許多發達國家，受經濟衰退影響長大的年輕人會勒緊褲腰帶過日子

 

 

 

Z一代的孩子即將成為地球上最大的消費群體。這預示著美國和中國這兩個全球最大經濟體將面臨許多機遇。但在許多經濟不那麼強勁的發達國家，零售商和品牌並不買賬。這是因為他們的Z一代年輕人是在金融危機和經濟衰退的陰影下長大的，這給他們留下了不可磨滅的節儉印記。調查顯示，與千禧一代不同，許多Z一代對過度消費持謹慎態度。看到父母在2008年金融危機中遭受重創後，他們被舊貨店、可持續品牌和未雨綢繆的儲蓄所吸引——即使他們有穩定的工作和不斷上漲的工資。在歐洲和日本尤其如此，那裡的經濟增長未能像過去那樣反彈……