Innova Market Insights’ trend analysts enjoy segmenting consumers by generation and looking for differences in attitude and behavior. Although we may not recognize differences in generational consumer priorities and purchasing patterns on a day-to-day basis, the process of grouping consumers into age cohorts reveals the impact of various behavior factors in the macro environment. Furthermore, manufacturers, marketers, and trends watchers—like our company—are eager to study Generation Z, the newest generation entering adulthood. In the end, the goal is to more effectively position products and messages to this youngest group of adults.
Each year, Innova releases its Top Ten Trends that capture the essence of consumer behavior for the coming 12 months. Our number three trend for 2023 is “Generational Push,” and it’s here that we acknowledge the emerging voice of Gen Z. These younger consumers are accustomed to sharing their views widely and willingly. Moreover, they expect companies to listen to their opinions when developing products, flavors, and strategies.