American Express has unveiled findings from a study conducted by Forrester Consulting, showing that more than any generation before them, Gen Z has distinct expectations of brands with regard to customer service and engagement through emerging channels. The study findings show that Gen Z is already financially empowered, with 81% making purchases on their own, has mobile spending power, with 59% having made a purchase via mobile app in the last year and that they have high expectations from brands when it comes to gaining their trust. 46% of Gen Z respondents said that data security and privacy is a must-have to keep their business.
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