According to Bloomberg Generation Z consumers want products that are tailor made for them. This confirms the findings of another report from Deloitte on the continued growth of the market for Personalised Products as younger consumers grow older and confirms the importance of retailers adding personalisation to their portfolios

It also explains why in a difficult retail environment we are still seeing strong growth for all types of on demand products

Generation Z is defined by Forbes as being the age group after Millennials and consisting of people born from the mid-1990s to the early 2000s and currently making up around 25% of the US population, making them a larger market than both the Baby Boomers or Millennials