"Gen Z will demand, and hold you accountable, to deliver an experience that has been customized specifically for them. Because they have grown up expecting it, they've grown up with things that have been tailored to them."

E.J. Kritz, EVP for training and customer experience at Ath Power Consulting, commenting on findings from the study, “On the Record With Gen-Z: A Report on the Key Loyalty Drivers and Buying Preferences,” that found Gen Z has five top demands from businesses and brands: authenticity, PhysiDigital, experiential, custom and rewards.