Generation Hashtag in retail - Thematic Research

Generation Hashtag in retail - Thematic Research

Summary

At a rough estimate, Generation Hashtag (those born between 1991 and 2005) makes up one-quarter of the world's population. With the influence of this demographic set to increase over the next decade, as its members continue to enter the workforce, retailers must learn to adapt to this new breed of consumers which demand a personalized, convenient, and omni-channel experience.

Key Highlights

  • Companies offerings novel products, services and technologies will benefit as spending power shifts from Millennials to Generation Hashtag.
  • Young males are a key target market for subscription-based beauty and grooming services
  • Generation Hashtag shoppers are realistic, confident, social, private and responsible.
  • Generation Hashtag is a driving force for new content formats
  • Generation Hashtag uses social media to make purchasing decisions
Scope
  • GlobalData breaks the Generation Hashtag and the relevance to retail, idenitifying key characteristics within the demographic and investigating this group's preferences for shopping method.
  • We review several case studies from around the world on how retailers are investing in capturing spend from this group, and look at how retail, technology, macroeconomic and regulatory trends will impact the theme in the future.
Reasons to buy
  • Learn how retailers such as Farfetch (UK), Harry's (US) and Nordstrom (US) are adapting their approaches to consumer interaction based on the desires of this generation.
  • Understand how this demographic relate to key topics such as delivery options, loyalty schemes and physical experiential retail, so you can better present your brand to these shoppers.
  • Discover the core characteristics of this group in comparison to traditionalists, baby boomers and Generation X, to help you learn how to embrace connectivity and raise spend.
  • Reveal how Generation Hashtag is using social media to explore retail options, so you can tailor your proposition to a higher degree of accuracy.


  • Introduction
  • Players
    • Table Figure 1: Who are the big players in the Generation Hashtag theme?
  • Case studies: How to invest in Generation Hashtag
    • Farfetch
    • Harry's
      • Table Figure 2: Young males are a key target market for subscription-based beauty and grooming services
    • Nordstrom
  • Trends
    • Retail trends
      • Table Retail trends
    • Technology trends
      • Table Technology trends
    • Macroeconomic trends
      • Table Macroeconomic trends
    • Regulatory trends
      • Table Regulatory trends
  • Generational analysis
    • Defining the generations
      • Table Figure 3: Those aged under 20 are the largest age group globally
      • Table Figure 4: Generation Hashtag includes younger Millennials and older members of Generation Z
    • Characteristics
      • Table Figure 5: What are the different characteristics of each generation?
    • Demographics
      • Table Figure 6: People aged under 20 made up 34% of the world's population in 2018
      • Millennials now dominate the workforce
      • Born in the internet era, connectivity is a must for Generation Hashtag
        • Table Figure 7: China and India will see robust growth in internet penetration through 2025
      • Generation Hashtag is a driving force for new content formats
        • Table Figure 8: The journey of various content formats
      • The pay-per-use model appeals to Generation Hashtag
      • Generation Hashtag uses social media to make purchasing decisions
        • Table Figure 9: Social media plays a crucial role in next-generation shopping
  • Geographical analysis
    • China
      • Table Figure 10: People under the age of 40 accounted for 53% of China's population in 2018
    • Germany
      • Table Figure 11: People under the age of 40 accounted for 41% of Germany's population in 2018
    • India
      • Table Figure 12: People under the age of 40 accounted for 69% of India's population in 2018
    • Japan
      • Table Figure 13: People under the age of 40 accounted for 39% of Japan's population in 2018
    • UK
      • Table Figure 14: About half of the UK's population was aged under 40 in 2018
    • US
      • Table Figure 15: People under the age of 40 accounted for 52% of the US population in 2018
  • Sector implications
    • Impact on the hardware sector
    • Impact on the internet and media sector
    • Impact on the telecoms sector
    • Impact on the software and services sector
  • Mergers and acquisitions
    • Table Mergers and acquisitions
  • Companies
    • Table Companies
  • Glossary
    • Table Glossary
  • Appendix: Our thematic research methodology
    • Viewing the world's data by themes makes it easier to make important decisions
    • Traditional research does a poor job of picking winners and losers
    • That is why we developed our "thematic engine"
    • How do we create our sector scorecards?
      • Table Figure 16: Our five-step approach for generating a sector scorecard
    • What is in our sector scorecards?
    • How do we score companies in our thematic screen?
    • How our research reports fit into our overall thematic research ecosystem
    • About GlobalData
    • Contact us
    • Disclaimer
    • Research
    • Client Services

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