Gen Z, made up of individuals born from 1998 onwards, is a generation that values style, uniqueness, and social consciousness. A recent study by OC&C Strategy Consultants found that Gen Zers prioritize having a distinct perspective on style, hobbies, and creativity. Compared to other generations, they are 7.2 percent more likely to emphasize a unique style and 25 percent believe in having a distinctive viewpoint on these aspects.
Influenced by celebrities and social media, Gen Z often makes purchasing decisions based on recommendations from friends and influencers. Brands that provide personalized and customized products, along with engaging in high-profile collaborations, tend to resonate more with this generation. For instance, NikeID’s customization tool has been highly successful in attracting Gen Z consumers.
Moreover, Gen Z is not only interested in fashion trends but also in social responsibility. They care about social justice, equal rights, community welfare, and diversity. A quarter of Gen Zers consciously choose reusable products, and over a third prioritize buying items they truly need. Sustainability is also important to them, with 13 percent selecting products based on eco-friendly attributes.
When it comes to consumer behavior, Gen Z expects brands to support causes they believe in. Brands that showcase authentic actions related to issues like animal welfare, equality, diversity, and human rights are likely to connect well with this audience. Additionally, Gen Z values brands that create a sense of community among their customers. By providing spaces for engagement and celebrating loyal fans, brands such as Sephora and Glossier have successfully attracted Gen Z consumers.
Given their strong presence on the internet and social media, Gen Z is the most globally connected generation yet. Retailers looking to capture this market should focus on rapid and reactive production strategies. As Gen Z represents 30 percent of the global population and contributes to 7 percent of spending, their influence on the market is set to grow.
In conclusion, brands targeting Gen Z shoppers should concentrate on offering unique, customizable products, supporting social causes, and building a sense of community among their customer base. By aligning with the values and preferences of this generation, brands can position themselves as appealing and relevant to the upcoming wave of consumers.
To learn more about capturing the Gen Z market, check out these relevant links: Forbes and Business Insider.
