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We will be joined by Katherine Cullen of the NRF and Jane Cheung of IBM who will give insights from their three-part series on understanding “Generation Z.”

  1. what makes this generation unique
  2. their relationships with brands
  3. what they want as shoppers


Uniquely Gen Z

The first in a three-part global study explores Gen Zers’ technology preferences, “cyber-savviness” and economic influence. This report, co-sponsored by the IBM Institute of Business Value and the National Retail Federation, is one of the largest studies to date of the post-Millennial generation.

Gen Z Brand Relationships

The second report in a three-part global study, co-sponsored by the IBM Institute of Business Value and the National Retail Federation, explores in depth how brands can build strong relationships with this group of burgeoning consumers. The study looks at how Gen Zers interact with brands and each other, their expectations and desires, as well as how they are changing the dynamics of engagement.

What Do Gen Z Shoppers Really Want

The third and final installment of this global study examines what this youngest generation considers to be “retail essentials” as well as what delights and engages them. The study, based on a global survey of 15,600 Gen Zers between the ages of 13 and 21, explores Gen Z’s expectations for the retail environment, their usage , nd attitudes toward technology and what customization means for them.


Featured Speakers

Katherine Cullen

Director of Retail & Consumer Insights for the National Retail Federation

Jane Cheung

Global Leader for Consumer Products for the IBM Institute for Business Value

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Friday Forums are RMA’s signature educational series. Typically held on the first Fridays of every month, these forums have relevant speakers on pertinent topics for the retail industry.