BCG&Snapchat：2024年Z世代研究报告：塑造“新印度”的2万亿美元机遇（英文版）

As the largest generation to date, Generation Z is reshaping the consumer landscape in ways that demand our attention. Their influence on retail spending, combined with their unique values and behaviors, is rapidly transforming how brands must think, act, and engage. Yet, while many marketers acknowledge this shift, their approach to targeting Gen Z tends to be more reactive than proactive. Recognizing the need for a deeper, fact-based understanding of this powerful cohort, BCG and Snapchat p