your browsing be-havior for a big mac: economics of per-sonal information online

They mobilize themselves for a variety of causes. Gen Zers value individual expression and avoid labels. Our study based on the survey reveals four core Gen Z behaviors, all anchored in one element: this generation’s search for truth. Our goal was to understand how this new generation’s views might affect the broader population, as well as consumption in general. The survey coupled qualitative insights about Gen Z in three of the country’s major cities (Recife, Rio de Janeiro, and São Paulo) with multigenerational quantitative data that cut across socioeconomic classes. From October 3 to 11, we also conducted an online survey with 2,321 men and women from 14 to 64 years of age and various socioeconomic brackets in Brazil.

Besides the field research, 90 Gen Zers participated in focus groups in these three cities, as well as in Florianópolis and Goiânia. Using advanced ethnographic techniques (scenario invasion), researchers conducted 120 qualitative interviews in Recife, Rio de Janeiro, and São Paulo with influential people from this generation. 1įrom June to October 2017, researchers, psychologists, and social scientists undertook ethnographic field research to observe how Gen Zers communicate, what they believe in, and the choices they make (and why). McKinsey recently collaborated with Box1824, a research agency specializing in consumer trends, to conduct a survey investigating the behaviors of this new generation and its influence on consumption patterns in Brazil. In Brazil, Gen Z already makes up 20 percent of the country’s population. Young people have become a potent influence on people of all ages and incomes, as well as on the way those people consume and relate to brands. As global connectivity soars, generational shifts could come to play a more important role in setting behavior than socioeconomic differences do.

Your browsing be-havior for a big mac: economics of per-sonal information online