The core of Gen Z is the idea of manifesting individual identity. Consumption, therefore, becomes a means of self-expression—as opposed, for example, to buying or wearing brands to fit in with the norms of groups. Led by Gen Z and millennials, consumers across generations are not only eager for more personalized products but also willing to pay a premium for products that highlight their individuality.

— ‘True Gen’: Generation Z and its Implications for Companies, McKinsey & Company