Drapers’ Gen Z and Millennials report is here to help fashion business leaders understand the next generation of consumers and build strategies to attract and retain this increasingly influential cohort of shoppers.

Analysing data from an exclusive survey of 2,000 UK adults, this research continues to unpick Gen Z and millennials’ evolving shopping habits and preferences, alongside insight on where brands and retailers should be focusing their time, energy and investments to futureproof their businesses.

In the five years since this annual deep dive first launched, Gen Z and millennial shoppers have become even more difficult to clearly define. More than ever, this survey decodes their complications.

In partnership with BigCommerce, this year’s report identifies, tracks and analyses their most important evolutions, from the growing importance of mobile-first omnicommerce, to their surprising likes (and dislikes) about bricks and mortar stores, as well as what really matters to them when it comes to sustainability, data collection, the metaverse and the cost of living crisis.

You might not think of Gen Z or millennials as your target customers today. But ignore them at your own risk. As these two generations mature, their influence – and spending power – will grow. Understanding them now will set you up for continued success.