For years, we've talked about Gen Z as the generation that would reshape consumerism. And in many ways, they already have. But I think we're asking the wrong question when we focus exclusively on what Gen Z is buying. The more interesting question is what their behavior tells us about where consumer expectations are heading more broadly.

Many of the behaviors associated with Generation Z aren't new. Consumers have always used brands to express identity. They've always traded up and down depending on what matters to them. They've always valued experiences, connection, convenience, and wellbeing.

What's changing is the environment in which those behaviors are playing out.