October 3, 2025Open Access

Gen Z in the Omnichannel Era: Rethinking Consumer Behavior for Sustainable Business Success

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This analysis outlines how gen z influences consumer behavior and necessitates omnichannel marketing strategies for business growth.

Gen Z spending is projected to reach $12 trillion by 2030, indicating their significant consumer influence.
Prioritizing authenticity and sustainability, gen z demands brands to adapt or risk obsolescence.
A shift toward omnichannel approaches is essential for engaging an increasingly digital-savvy gen z audience.
Businesses must incorporate social responsibility and personalization to foster loyalty in gen z consumers.

Goel et al. (2025) studied this question.

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