App-first Gen Z scripting big shifts in consumption trends: Bernstein

The digitally-native, app-first Gen Z cohort is assuming the centre stage in India’s consumer markets by scripting “big shifts” in consumption trends, including the rise of quick commerce delivery and direct-to-consumer brands, according to a report by Bernstein.

Brands are seeking a deeper connection with this digitally-native, app-first generation that ‘swipes up’ for practically everything from social media to ride-hailing and food delivery.