Are you a Gen Z? New research shows that one in three Gen Z's say they'd rather be seen as unique than real. Moreover they are willing to pay a little more for a brand consistent with their image.
Millennials on the other hand are more comfortable with store brands and will trade down in categories that are less important to them such as toilet paper, even while paying a premium for Starbucks coffee.
Does that ring true to you? What implications does it have for marketers?