Brands should keep up with Generation Z's behaviours as they will influence new trends for products and services, says J. Walter Thompson Bangkok, a New York-based marketing communications firm.
Gen Z, or Post-Millennials, is generally defined as a group with birth years ranging from the turn of the century up to 2025.
Managing director Parattajariya Jalayanateja said marketers should understand these consumers because they have specific consumption behaviours and their spending power is strong despite being less than 23 years old.
Gen Z will shape the future of consumer behaviour and brands should learn how to market products and services to attract them, she said.
"This generation knows what's going on online including with e-commerce," Ms Parattajariya said.
"Gen Z has adopted a do-it-yourself culture, and their hobbies will turn into full-time jobs — they'll probably run their own businesses some day."
These consumers consider successful business people to be influencers and want to be like them.
J. Walter Thompson Bangkok forecast 10 consumer trends in Thailand this year, picking from "The Future 100: Trends and Change to Watch in 2016".
Those trends are culture, technology and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyle and luxury.
The company advises brands to shape these 10 trends as services rather than launching new products.
Planning director Prachawan Ketavan said marketers must build brands to be meaningful to customers as well as stay alert for and monitor competitors' movements.
"The faster we're able to catch up with the upcoming trends, the better chance we have to grab market opportunities and win their hearts," she said.
Ms Prachawan said extreme dining and a hyper-personalised dining experience represented a Thai trend of spending a large amount at a luxurious restaurant for a memorable meal.