ReD partner Sandra Cariglio appeared on BFM Business with Sandra Gandoin to speak about the often contradictory consumer behaviours of Gen-Z: what is this phenomenon, what’s driving it, and how might it connect to wider social and cultural issues?

As Gen-Z spending patterns break with traditional consumer behaviours, we employ methods from the social sciences to see the deeper logic behind these seemingly irreconcilable positions. Understanding these new Gen-Z spending models is paramount for businesses who want to connect with and play a meaningful role in the lives of this increasingly influential consumer generation.

Watch a clip below where Sandra also speaks further on Gen-Z, their relationship to finance, work, ethical spending, and the tradeoffs they face as consumers.